Class:
Internal Promotion

Type:
Under $10 Per Recipient

Objective:
To gain market share, distribute new rate schedules and introduce a new product.

Strategy and Execution:
The new rates were complicated and required a formula to calculate charges for customers. Following the theme, "Calculate the Difference / OCP Compare to Compete," information in the form of an "Attack Pack" with printed bullet holes and the message, "We want you to...Take a Shot at the Competition!" was distributed to 2400 sales/service/marketing reps. The pack included a theme-imprinted ruler calculator and a paper cube with the formula to calculate savings for the customer. Information was included on an incentive sales sweepstakes, e.g., a flashlight reading "OCP will light the way," and binoculars with "Focus on OCP...You can see the Difference."

Results:
A company official reported that written compliments were received, and the Attack Pack is a finalist for a company award.