Strategy and Execution: To encourage
sales of the Mentor Fund, a two-part direct mail and promotional products campaign was designed. The spring mailing went to 800
brokers in a custom box with cover copy, "Put them in Mentor and they'll put you on a pedestal." Because the delivery came at the
time it was announced sales commissions would be reduced, some brokers questioned the mailing. On learning the pedestals cost much
less than estimated, the brokers applauded the advertiser's cost-effective promotion planning.