Merkle Direct Marketing Inc., Lanham, MD, is working with the Air Force Recruiting Service to target leads and track responses from various print and broadcast sources, the database marketing services provider said yesterday.
As part of an initiative that began in February, Merkle built and delivered a custom database solution and began to supply a full range of services to the Air Force Recruiting Service.
To drive recruitment initiatives, Merkle is using its proprietary Military Lead Management Knowledge Center, a database marketing solution. With the Knowledge Center, Merkle will target appropriate leads, process responses from direct mail, broadcast, print and the Internet, and distribute the best, most qualified leads quickly to field recruitment offices. Merkle then will analyze the data to help the Air Force Recruiting Service better understand the efficacy of different types of outreach.
