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Background
The Heritage Foundation is a research institution whose mission is to formulate and promote conservative public policy. Heritage leverages a multi-channeled marketing approach which includes web, radio, tv, and direct mail. Recently, Heritage and KMA Direct Marketing partnered with Fox news personality Sean Hannity (Hannity & Colmes) and radio talk show host Laura Ingraham to produce campaigns which are focused on the legacy and policy of former President Ronald Regan.
Sean Hannity & Laura Ingraham
The Heritage Foundation
The Problem

Heritage needed to expand the breadth and quality of their micro-sites and online media library. They were looking for a compelling way to supplement their existing campaigns while providing media-rich content focused on converting visitors into donors.

Series Branding
Perk worked through KMA Direct Marketing in Dallas, TX to create a set of solutions which were tailored to meet Heritage's specific needs. These solutions included:
Creation of an Online Media Library

The new Heritage digital resource library is designed to drive viral traffic to the Heritage Foundation web site. It uses cutting-edge Flash video applications to distribute up-to-date media content.

The site's design is truly focused on generating new traffic and converting existing visitors into Heritage donors. It strives to be both viral and "sticky" by leveraging Podcasting, "Tell a Friend" forms, donation reminders, etc. in order to drive visitors to action.

Driving Results
Heritage Digital Resource Center
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Implementation fo an E-mail Marketing Database and the Campaign Enterprise E-mail Marketing System
Perk implemented and improved e-mail marketing system (Campaign Enterprise by Arial Software) which allows Heritage to send large HTML based emails to a variety of lists at a very low cost. It also provides an expanded set of metrics to help Heritage accurately measure performance of e-mail campaigns.
Creation of Media-Rich Micro-sites to Facilitate E-mail Sign-up and Online Giving

Each micro-site included the development of an HTML-based e-mail template for users who subscribed through the particular site. The e-mail templates were designed to re-enforce the message of the site while driving recipients to action.
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Vertice Solutions
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