Webcraft, Naviant Enter Joint Marketing Partnership

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Webcraft Inc., Lawrenceville, NJ, a full-service direct marketing services company, said yesterday it has entered into a long-term joint marketing agreement with Naviant Inc., Newtown Square, PA, an e-marketing company.


As part of the agreement, Naviant acquired Webcraft's Strategic Database Group, Rochester, NY. (SDG was formerly known as Impco Enterprises Inc., which was acquired by Webcraft in 1997). Webcraft's other Rochester-based business, Webcraft Response Management Services, remains a wholly owned business unit of Webcraft. Other terms of the agreement were not disclosed. Webcraft Inc., is also a subsidiary of Big Flower Holdings Inc., New York.


Under the agreement, Webcraft's customers will have access to Naviant's High Tech Household (HTHH) File, which represents more than 40 percent of the Web-enabled homes in the United States, and other products and services. In exchange, Naviant's customers will benefit from Webcraft's direct marketing services, including direct mail production, response management services, and digital one-to-one-marketing services. They will also have access to Naviant's realdata product, which includes major U.S. consumer databases on one common platform at the individual, household and residential levels, as well as other boundary, lifestyle, preference, behavior and consumer expenditure data.


As a result of the partnership, customers will have the ability to run highly targeted, multi-channel direct marketing campaigns from test quantities to multinational rollouts.


In addition, the combination of the SDG database and HTHH File provides customers with traditional and Web-based target marketing. Naviant's e-Registration, e-Targeting and e-CRM (Customer Relationship Management) service will also enable Webcraft customers to select from a full suite of e-marketing offerings.


"The vast majority of direct marketers today are adding e-marketing solutions to their traditional marketing strategies," Sherwin said. "By partnering with Naviant, a well-respected leader in e-marketing services, Webcraft will be in a position to provide both pure-Internet and brick-and-mortar companies with sophisticated, integrated marketing programs that support both their online and offline marketing initiatives."

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