The event space for private equity real estate is very crowded with competitors, most of which offer similar style events at a lower price point than PERE. The key differentiator for PERE is its print magazine and online publication supported by a full staff of journalists and researchers, whereas the competitors are primarily event-only companies with no editorial team.

This direct mail piece was sent to event prospects with the purpose of showcasing the quality of PERE articles and research data, and included a call-to-action to see more online.

Once online, prospects would fill out a lead capture form to access complimentary content that included cross-sells for the next upcoming PERE event. The leads were also sent a follow up direct mail campaign with a copy of the event brochure, which included highlights that tied directly to the trends from the first direct mail campaign.

This particular project required coordination across multiple teams, including design, events, editorial and research (often with colleagues split between the New York and London offices) so that I could create all of the custom print and digital content.

In the end, the campaign directly generated 28 web sessions with the second lowest average bounce rate of any other campaign for the event. It also contributed to the event achieving a 32.6% increase in the customer segment that this campaign targeted.