The Henry Ford taps Sigma for database marketing

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The Henry Ford, a Dearborn, MI-based historical destination, has hired digital and database firm Sigma Marketing Group after an RFP process that included nine firms, the companies said February 28. Sigma is the nonprofit's first database marketing firm.

Sigma is charged with collecting data about members and visitor groups to improve The Henry Ford's personalized membership communications. The firm began work in January to help the nonprofit “build customer loyalty through database segmentation and targeted marketing,” said Betty Speyer, team leader for membership at The Henry Ford.

The organization will use Sigma's database technology to create appropriate messaging and test offers. It also works with Bloomfield Hills, MI-based agency Solomon Friedman, which serves as the group's AOR.

The RFP process also included Acxiom, M Squared Consulting, Harris Marketing Group, ICS Marketing Support Services, Marketing Associates, Phoenix Innovate, Summit Marketing and TGI Direct.

“We felt [Sigma] had the strongest combination of database marketing segmentation, but they also had the consulting ability to help us with messaging and testing offers,” she said. “Their clients very much communicated this ability to us.”

The Henry Ford consists of five attractions that draw more than 1.5 million visitors a year. These include the Henry Ford Museum, Greenfield Village, the Ford Rouge Factory Tour, the Benson Ford Research Center and the Henry Ford IMAX Theatre.

The organization, which has 41,000 members, will work with Sigma to improve customer retention.  

“[Our role is] about being able to give them a broad view, to not only provide insights regarding members and visitors but to be able to translate those effectively into actionable measurable programs,” said Martha Bush, SVP of strategy and solutions at Sigma. “We'll take an integrated approach. We'll include folks from our analytical group, our data and technology group, our data and metrics group, as well as our creative team.”

Correction: An earlier version of this story incorrectly identified Betty Speyer's title. She is team leader for membership at The Henry Ford.

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