Navy Memorial enlists Merkle

Database marketing agency Merkle Inc. has been named agency of record for the US Navy Memorial in Washington, DC, tasked with helping the organization reach younger constituents and increase direct mail revenue by 15% a year.

The US Navy Memorial has had an extensive direct mail outreach program since the early 1980s, according to retired Rear Adm. Richard Buchanan, USN, president/CEO of the US Navy Memo­rial. The program, however, has been managed with the help of several outside service providers. The US Navy Memo­rial decided to consolidate its program with Merkle because the organization is focused on overall growth and generating greater awareness among the general pub­lic, Buchanan said. Its goal is to increase the amount of money that it raises by up to $5 million over five years.

The US Navy Memorial, which honors the men and women of the sea services, consists of an outdoor plaza located halfway between the US Capitol and the White House, the Naval Heritage Center and an online social networking tool called the Navy Log.

Merkle launched its first direct mail campaign for the US Navy Memorial in January and the response rate is approxi­mately 30% above previous acquisition and renewal efforts, according to Jennifer Luke, VP, account services, at Merkle.

One of Merkle’s next moves will be to improve the Navy Log; the agency’s plans for the online tool include increasing functionality around the ability to search for friends and shipmates, improving the ability to capture information and enhanc­ing e-mail functionality.

Merkle’s responsibilities will include strategic analytic guidance, creative design, production, database hosting, and caging services for the organization’s direct programs.

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