**NCDM: Orlando Visitors Bureau Chooses LeapSuite

Share this content:
ORLANDO, FL -- The Orlando/Orange County Convention & Visitors Bureau has chosen LeapSuite, a customer relationship management system from Marketing Communications Systems, to handle its database marketing efforts.

The bureau made the announcement yesterday at the 26th National Center for Database Marketing Conference and Exhibition.

The Ivyland, PA, company will fully implement the program by January.

The convention and visitors bureau is responsible for bringing more than 42 million visitors to Orlando each year for vacations and meetings. However, the bureau has only 2 million records in its database. Rebecca Fulgaar, the bureau's fulfillment manager, said the database is not being used for any specific, targeted direct mail programs.

The bureau will use LeapSuite to support its campaigns aimed to educate current and prospective consumers about the opportunities available in the city. LeapSuite's customer relationship management, back-end campaign management and campaign planning capabilities will enable the organization to analyze its marketing efforts and strategize for future marketing and advertising campaigns.

"LeapSuite will help us identify and reach the people who are coming to Orlando and what they're interested in doing once they are here,'' Fulgaar said.

After examining 65 solutions, the bureau chose LeapSuite. One of the reasons for this choice was that MCS claimed it could have the system -- including setting up a data warehouse and campaign management -- up and running in 12 weeks.

Fulgaar also said the bureau chose LeapSuite because of its "competitive history in proving cost-comparative, effective marketing campaigns at large organizations [that] manage a lot of data.'' In addition, she cited the importance of LeapSuite's application service provider model, which further negates the need to invest time and resources in traditional hardware, software and information technology support.

Fulgaar said MCS was interested in doing work with her group "even though we only have a 2 million-count database. Other vendors were not interested in working with an organization with a pretty small number of names.''

Fulgaar said she would start an extensive database marketing-driven direct mail and advertising campaign in early 2002. She hopes to send 500,000 targeted fulfillment packages using the system next year in response to their ad campaigns.

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

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