Takes DM Approach to Relaunch

Share this content:, a destination for e-recruitment training and information services, is launching a direct marketing initiative next month to promote its site relaunch.

To reach recruiters and human resources managers, the site will use direct mail as well as online direct marketing initiatives.

"The purpose of the campaign is to announce our new updates -- to tell them that the Web site, more than just links, [is] important for Internet recruiting," said Tim McKegney, director of sales at, Hanover, NH.

The site plans to send approximately 100,000 direct mail pieces next month. The recipients will be derived from the site's database of 25,000 recruiters as well as from lists purchased from list brokers. The buys had not been made at press time.

The call-to-action will be a request for recipients to visit the site. The offer will consist of free trials of seminars. The site also will send a free CD-ROM announcing the site's redesign and the availability of new features to a "more refined" list, McKegney said.

Online, the site will leverage its partnerships with dozens of industry sites, including, and Each site features the Industry News Powered by AIRS news feed. This is original content written by

This is one of the site's best marketing tools, McKegney said.

"We don't really advertise in the traditional way of putting out half-page ads in industry magazines," he said. "We don't purchase banners. We'd rather spend our money on developing these relationships with other companies, where we give them news and they get the word out about us."

Visitors to sites that offer news can sign up to receive daily news updates via e-mail. McKegney plans to e-mail these thousands of recipients information about the site's new features. He also will contact the 15,000 members of the e-mail database. offers seminars, news, pertinent links and tools for recruiters looking to find candidates on the Web.

Its new site will include a "knowledge base." This searchable database will include answers to the most commonly asked questions by recruiters at industry discussion boards.

" 'What is the best career site to post my jobs to find a Java person?' That question comes up every week within industry discussion groups," McKegney said. "One of the pieces we're doing is building a database of information to give them the answers in a list format." The new site also will include daily and weekly columnists.

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above