Main Story: Embracing Channel Integration
In today’s complex market environment, a business faces many decisions about how to reach potential customers with limited dollars. Any number of communication channels may have a role to play. When skillfully applied, channel integration can prove very successful, but first you have to know your customers.
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Integration: Burke for Mayor

What’s the best way to take a mayoral candidate from 15% name recognition to City Hall in less than a year? In the recent Terre Haute mayoral election, it was the integration of the efforts of many people to implement well-planned strategies that did the job. Of course at the heart of it all was a very good candidate.

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Tactics: Reflecting on Fundraising Success
Rose-Hulman Institute of Technology’s Office of Annual Giving wanted to create a reflection plaza with inscribed bricks to surround a new campus sculpture. The direct mail appeal created by MillerWhite let alumni and friends reflect on what their own brick could look like and enticed many of them to order a brick for the plaza.
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Facts & Figures: Was It Worth It?
This article, chock full of Super Bowl numbers, takes a look at how important that high-priced television advertising during the big game can be to the big marketers. Your answers to our quiz on some of the commercials you watched that night can be a possible indicator of whether it was all worth it.

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