Case Studies
INSEAD: Thinking doesn't change anything, action does
Published: Oct 08, 2009
Objective
To fill places for INSEAD’s range of general management programmes and at the same time, build good relationships with organisations.
Approach
INSEAD focused on the power of action – ‘DO’ – and created a cleverly crafted direct mail in the form of a book which provided insights into the power of ‘DO’ for business.
Results
Demand for all general management programmes was up and INSEAD was held up as a model for innovative thinking.
How can you convince organisations that they should continue to invest in the training of their executives in an economic downturn? How can you engage key decision-makers, influencers and potential participants when they may have relationships with your competitors?
How can you make an impression that will last, perhaps months, until the time is right to make a decision? And how can you get these people to change the way they behave, not simply they way they think? These were the challenges facing the Business School for the World, INSEAD, earlier this year, when it came to filling places for its range of general management programmes. And the solution? 'DO'. Each member of the target audience received communication that was tailored to his or her interests and needs, and focussed on the power of action, of 'DO', over the power of simply thinking or talking.
We chose the medium of direct mail because it provided us with the opportunity to make our message experiential whilst allowing for both personalisation and customisation of messaging.
Individuals received a pack in a plain white folder clearly branded INSEAD. The choice of a conservative outer was deliberate. INSEAD is a serious business school. And because recipients could feel that the folder contained something substantial, it conveyed a sense of value. Inside, was a letter that focused on their needs and interests and a strong call to action - either to call an INSEAD personal advisor who could assist them or visit the DO microsite with more detailed information on the programmes.
But this is not what first caught their eye. Cow-gummed on to the letter was a golden book with the word DO die-cut right through it. Curious? Our recipients certainly were, and on opening it they weren't disappointed. On each page was a word containing our die-cut 'DO' - VOODOO, DOGA, JUDO, DONUT, RADON... and a story about the word which contained an insight into the power of ‘DO' for business.
For instance, DOGA, dog yoga, saw yoga studios move into the billion-dollar pet-care industry and in doing so exploit a new, uncontested market space. Stimulating, useful, and a good read, the book received great feedback from recipients, some of whom even requested additional copies for their colleagues. And the results? Not only was demand up for all general management programmes, there was an understanding that INSEAD didn't simply talk about the need for innovation in tough times, it was innovative.
- Missy Devlin,
- Marketing Director of OEP
- INSEAD