Specialized Marketing Snares Assignments

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Lufthansa German Airlines asked Specialized Marketing Services Inc., Irvine, CA, to debut an online version of its Corporate Mileage Program in the United States.


The direct marketing agency will create communications to introduce corporate members to Lufthansa's online account management. This system will help them manage their ticketing, upgrades and assorted travel services.


Once the program launches, Specialized Marketing will promote this service to prospects through direct mail and collateral.


Lufthansa has had a 12-year relationship with the agency.


Separately, the agency was named by Financial Partners Credit Union and ViewSonic to handle projects.


The sixth-largest credit union in the Los Angeles metro area, Financial Partners charged Specialized Marketing with planning and executing a pilot launch strategy for its foray into college campuses.


Building on-campus awareness and gaining new enrollments are goals. The agency will begin promotion during key college events like "Enrollment Week," focusing on students and faculty to position Financial Partners as a banking alternative.


As part of its duties, the agency will handle strategic development, creative, database, mailing and fulfillment and event coordination.


The assignment for ViewSonic is to help the Walnut Creek, CA, visual technology company create and launch a co-branded reseller program. The effort will be tested with a small group of resellers, then refined for national and international rollout.


Specialized Marketing will manage reseller participation as well as consolidate various ViewSonic databases. It will provide ViewSonic with an online management tool for access to the database across the sales and marketing departments.


A 15-year-old woman- and minority-owned business, Specialized Marketing has clients like AIG, Hilton Resorts Hawaii, H&R Block, Canon, Gateway and Kaiser Permanente.


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