case history:

switch and data

Switch and Data had been trying for months to get an appointment with an important Fortune 100 company. As a direct result of its Patterson Marketing campaign, the Fortune 100 company visited Switch and Data's New York facility and became a customer - providing monthly billings more than ten times the cost of the mail campaign. The campaign paid for itself tenfold.

what we saw... Switch and Data provides carrier-neutral colocation services in North America through the deployment of a broad footprint of geographically dispersed Convergent Network Centers. Although the company has a premier colocation facility in one of New York 's top locations, it had never promoted the site. With a New York-based trade show coming up in just one month, Switch and Data asked Patterson Marketing to develop a direct mail campaign highlighting this facility.

what we did... Patterson Marketing Group interviewed Switch and Data employees and researched the New York marketplace to discover:

• The company already had top customers in need of colocation space in New York City , yet they were unaware of Switch and Data's prime location, quality and space availability.

• The location of the trade show provided opportunities for on-site tours of Switch and Data's New York facilities.

how we turned on the switch in NY... Patterson Marketing focused on the primary objectives to generate awareness of Switch and Data's colocation facility in New York and to pre-book appointments for trade show attendees to tour the facility. A secondary objective was to generate traffic to the trade show booth. To this end, Patterson Marketing Group developed a concept that made people immediately think " New York ". In less than two weeks, the direct mail piece was created, designed and printed in four colors using a classic "I Love New York " theme. This theme was also extended to Switch and Data's trade show booth graphics. Show booth traffic increased dramatically and many more appointments were made than the company ever anticipated.

marketing with brains...

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@2005 Patterson Marketing Group, Inc.