Objective:
To generate a minimum of 15 one-on-one meetings with CEO's to promote company expansion/relocation to a new area.

Strategy and Execution:
Using the metaphor of ducks migrating, this regional commercial development firm mailed 100 CEOs a custom black box with "There's A Name For Executives Who Don't Follow Their Instincts" on the cover. Inside was the answer: a "Sitting Duck," along with an actual wooden duck call. Copy drew heavily on the duck analogy ("Here's a thought that may ruffle your feathers"). A four-color "Texas Migration" brochure continued the migration/duck theme by citing other technology industries that have relocated, listing them under the heading, "Birds of a Feather."

Results:
The gift was reportedly well received. Thirty-five one-on-one appointments were setup, with 15 of those currently in negation for possible expansion/relocation.