Mike Mahoney - Recent Projects
Corian®/Zodiaq® Promotional Campaign

During fourth quarter 2003, designed and built a suite of web applications for on-line customer web registration for a giveaway promotion as part of an integrated marketing communications campaign. Customers used a public self-service form and the Customer Information Center used a password-protected form to store giveaway requests in a database. Customers whose responses met specific criteria (including "contact permission") were automatically forwarded by e-mail or fax to the nearest participating retailers based on ZIP code proximity.

• In six months, over 26,000 responses were logged. Almost 9,000 qualified as leads.
• Starting after 10 weeks, on-line and telephone surveys were conducted. Roughly 21% of qualified leads had bought DuPont product when surveyed.
• Web logs, transaction logs and followup surveys provided great insight into consumer buying behavior and effectiveness of various media.
• The Phase I campaign resulted in a double-digit percentage increase in sales for first quarter 2004. The spring 2004 campaign performed even better!

Phase II of the campaign kicked off on April 3, 2004. (Click here to see the entry page for first-time visitors to the North American region "homeowners" segment of Corian.com.) National and cable network TV advertising augmented the print campaign. In the three months since this current phase began, we've had over 72,000 additional requests and over 25,000 more qualified leads.