Challenge: EYT a former division of Ernst & Young was bought by an investment house. As one of the first companies to offer a Software as a Service (SaaS) application – there was a need to generate leads for its web based Lawson accounting solution.
Solution: Developed a direct mail campaign promoting the eCelerate web based accounting software targeting small to medium sized hospitals in the United States. These hospitals were more likely to adopt a SaaS accounting product based on Lawson Software (well established in healthcare) that could be implemented quickly and used for a low monthly cost. The call-to-action for the campaign included a response card included in the mailer as well as a web address and phone number. The campaign used Marketing Development Funds (MDF) earned as a reseller of IBM hardware.
