UL Direct Mail Advertising

UL was creating a new business unit to leverage capabilities and resources, and to expand into new markets, particularly inspection and product testing. Cintara’s goal was to build awareness of Underwriters Laboratories (UL) new business unit and their offerings. First, we conducted brand workshops to identify their strategic advantages, value proposition and key messages. Next, we conducted a customer satisfaction survey to test and verify the hypothesis of customer values. The goals of the survey were to examine customer perceptions and receptivity with preexisting UL customers. We identified drivers in the supply chain to target UL’s positioning and defined reasons for a company to outsource these services. Cintara created a targeted direct mail campaign utilizing key messages and themes from the workshops and survey, which gained immediate market traction.