Gundir

BACKGROUND

Introduce your business and what you do there.

We are a non-bank personal loans institution. We focus on subprime loans, both secured and unsecured. I'm the vice president and managing director of marketing strategy. I specifically focus on direct mail.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

We were trying to redevelop our direct marketing messages. The goal is to develop a messaging platform and redesign our direct mail creatives. What we were trying to do is tailor our direct mail and define our messaging to be consistent with who we are as a company and to resonate with our prospects beyond the immediate read of that letter.

SOLUTION

What was the scope of their involvement?

Gunderson Direct has helped us identify a number of different messaging pillars that we're now staying consistent with. They’re working with us to lay foundational groundwork for us to build off of. In addition to the messaging pillars, they’re working with us to develop some creative elements for the production of the direct mail work we’re doing.

What is the team composition?

We primarily communicate with six people, but I think more have worked on this. A lot of my primary interface was with Mike (President) and Jeff (VP, Account Services), one of his lead strategists. Since then, we've worked more consistently with some of the working team there.

How did you come to work with Gunderson Direct?

We set off to find a primary creative agency partner earlier this year and put that out for RFP (request for proposal) across a handful of other agencies. I first came across the company as we were exploring some innovative ways to market to our customers.

Gunderson Direct has this proprietary technology called VACTA (Voice Activated Call to Action). It’s similar to Alexa, you say a key phrase and you ultimately get a text message from our company highlighting the offer.

They sounded like a company that really was proud of direct mail. A lot of agencies out there treat direct mail as secondary and they're not particularly proud of it. While Gunderson Direct has some ability to do digital marketing, they know their roots are in direct mail and they know the power of it. At the end of the day, through the RFP process, they won us over and they are our primary agency right now.

What is the status of this engagement?

We started working with them in early July 2020 and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The work they've done is just being implemented now. With direct mail, there is somewhat of a long runway from the development of creative selections to mailing it and reading the result. We're just seeing a lot of the initial creatives being responded to now.

As a result of the work with Gunderson Direct, we've identified a number of different messaging pillars that we're now staying consistent with. Aside from that, this is a long-term evaluation in terms of messaging development. From an actual KPI perspective, I simply don't have enough data to comment on that, but overall we’ve been very satisfied with their work.

How did Gunderson Direct perform from a project management standpoint?

They've been very engaged partners. We have a very open dialogue we do on a weekly basis. I feel like I'm getting their best from some of their lead copywriters. They have been patient and collaborative with us as we come back on some of the creative versions and concepts to ultimately land on what we're most comfortable with. From a working relationship standpoint, I'm very pleased.

Sarah (Account Manager) is our day-to-day contact person and she has been very clear in what their needs are and the timeline. She interfaces a lot with my team and some of the specifics that require getting a creative developed and approved.

There's a lot of communication back and forth; they're responsive and they are meeting our needs from that standpoint. We have a working session every week where we get together and that's been helpful and engaging.

What did you find most impressive about them?

I really like the simple approach they take — they're grounded in their approach and sticking with messaging pillars. They are truly committed to understanding who we are and listening to what we have to say in the development of the messaging platform.

We've been working together for a few months now, we see a lot of that original work that they developed going into the market now. For everything that we've asked of them, they're delivering on that.

I don't feel the work we're getting is like an assembly line of regurgitated work that they give to everybody. I truly feel it's customized to who we are and they've done a lot of the things framing up what will be the messaging platform.

Are there any areas they could improve?

I don't have a lot of constructive criticism for them yet. I'll be able to answer this question in six more months after we've seen some more results and how we adjust from the results we see.

Do you have any advice for potential customers?

It's about trusting their process and their testing strategy. They have a nice approach and, at the end of the day, they adapt to whatever the client wants. However, without that direction, they generally have an assertive approach to testing and messaging and it's the right balance between being aggressive and conservative.

BACKGROUND

Introduce your business and what you do there.

I’m the director of growth at an auto insurance company. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

We were looking for help in building our direct-mail acquisition program.

SOLUTION

What was the scope of their involvement?

Gunderson Direct was responsible for organizing our mail outreach strategy. They spearheaded our communications campaigns and made sure they were executed without error. The team used OPEX Mail Matrix, a mixed mail sorting system, to manage our mail speedily and accurately.

What is the team composition?

My point of contact was our account manager. There were 3–4 people who worked on the project that I didn’t interact with as often.

How did you come to work with Gunderson Direct?

Having been in the marketing industry myself, I’d heard of them before. We decided to go with them because they had good references, and we liked the fact that they were local.

How much have you invested with them?

We’ve spent close to $100,000.

What is the status of this engagement?

The project lasted between July to December 2019.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

They ensured flawless campaigns and always delivered on time. They’re a great direct-mail resource for companies that don’t have the internal capacity or necessary skills.

How did Gunderson Direct perform from a project management standpoint?

I was very satisfied on this front. We had weekly meetings but were in constant communication.

What did you find most impressive about them?

I was impressed by their proficiency in project management.

Are there any areas they could improve?

While we didn’t hire them to do creative design and content, I feel that they could improve in this area.

Do you have any advice for potential customers?

They’re the agency of choice for companies that don’t have the internal resources, because they offer a specialized skill set. In the long-term, companies should aim to develop those skills internally so they don’t have to rely on external service providers.

BACKGROUND

Introduce your business and what you do there.

I’m the senior integrated marketing manager at CreativeLive, an online education platform.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address Gunderson Direct?

I’ve worked with Mike, the president, at several different companies. Primarily, he led direct mail campaigns. Mike also provided supplemental services for paid advertising and creative services.

SOLUTION

What was the scope of their involvement?

For one project, they did market research for a startup’s insurance product, which protected homeowners against real estate market devaluation. We wanted interstate demographic data to target specific audiences. We also targeted affinity groups, including food, lifestyle, and travel. Next, we collaborated with Mike to brainstorm creative concepts.

Direct also did staggered A/B testing to incorporate changes during multi-month campaigns. The slow nature of direct mail made this approach necessary for implementing modifications and successful techniques.

What is the team composition?

Mike was my primary point of contact for each project.

How did you come to work with Gunderson Direct?

Mike already worked for my employer when I joined that company.

How much have you invested with them?

In total, we have spent between $200,000–$1 million.

What is the status of this engagement?

Work started in 2006 and the most recent project ended in 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Mike’s undertaking for one campaign experienced positive ROI every month. Campaigns for two different startups didn’t get a positive ROI. However, I don’t fault them because we believed in direct mail channels for both projects. At another company, we realized direct mail wasn’t the best fit.

Overall, he assembled compelling mail packages that resonated well. His A/B testing matrixes were thoughtful. They advanced our programs in a timely and cost-effective manner.

How did Gunderson Direct perform from a project management standpoint?

Mike was responsive, accessible, and highly creative. His team set realistic expectations to build long-lasting and mutually beneficial relationships. They didn’t accept work if they couldn’t make the project successful. We communicate primarily via email, but also phone and in-person meetings.

What did you find most impressive about them?

Overall, Mike delivered on his promises. He was one of the few local vendors that truly understood the direct mail space. He knew segmentation and marketing.

Rates have increased since the first engagement, but their performance justified the costs. Gunderson Direct limited services to their most effective channels. They were transparent and honest; Mike cared more about relationships than making money.

Are there any areas they could improve?

No, I can’t think of anything. I loved working with Mike. As a vendor, they skillfully under-promised and over-delivered. I was lucky to meet them and would happily engage them again.

Do you have any advice for potential customers?

Direct mail has become more popular. Lean on Mike’s experience to understand if his services match the scope requirements. The project will be successful if they accept the work, but trust them if they decline.

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing for a financial technology company that offers wealth management and software tools for individual investors.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

We were looking for new ways to reach our target audience through direct mail services.

SOLUTION

What was the scope of their involvement?

Gunderson provided several services. Initially, they consulted us and made recommendations on how we could best get started with a direct mail campaign. They then connected us to a list broker and helped with the creative assets, from production to printing and mailing. We've progressed from mailing a couple hundred thousand to several million pieces of mail per quarter.

What is the team composition?

We primarily work with an account manager, as well as Mike (President, Gunderson Direct) and a few others.

How did you come to work with Gunderson Direct?

Our company was working with them before I came onboard, but I was told my predecessor researched a few different companies and ultimately felt Gunderson was the best option.

How much have you invested with them?

We've invested under $200,000 in total.

What is the status of this engagement?

We've been working with Gunderson since the fall of 2015.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We've been very pleased with the results of the program, which is why we continue to increase the work we do with them.

How did Gunderson Direct perform from a project management standpoint?

They're highly efficient and thorough in their work. I'm confident in their project management capabilities.

What did you find most impressive about them?

They're very hands-on, responsive, and collaborative. I consider them a part of our own team—they're always willing to help us in any capacity. I also find them to be transparent and fair in their prices.

Are there any areas they could improve?

No. I don't have any complaints.

BACKGROUND

Introduce your business and what you do there.

I’m the former senior marketing manager for One Medical. I was responsible for direct mail, field marketing, and partnerships.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

We were spending an absurd amount of money on direct mailings. We had a very poor response rate and knew we could do better. We wanted a company to help improve our rates and reduce our costs.

SOLUTION

What was the scope of their involvement?

We reviewed our prior direct mail pieces and built a testing strategy. They put together a bunch of options that we vetted. We came up with a metrics dashboard and segments to target. Every time we went through a test, the Gunderson piece was always the winner. The “Gunderson Package” was the one to beat. We tested lots of other mailing options, but none was as good as Gunderson.

What is the team composition? 

I took the lead on my side, and worked hand-in-hand with Mike (President, Gunderson Direct) and their account manager. Mike came in once a week and the account manager was there for me on a daily basis. Their forte is creative, but they also partnered with me in strategy.

How did you come to work with Gunderson Direct?

I heard about Gunderson at a prior company. They had rave reviews, so we included them when we sent out the RFP. We chose them for their budget and their prior work. We knew they could take us to the levels we needed.

How much have you invested with them?

We spent at least $1,100,000 on their services and printing costs.

What is the status of this engagement?

We engaged them in September 2016. One Medical still maintains a relationship with them.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They had a huge impact. When we started, we were spending $4,000,000 with a .05% response rate. Within six months, we cut our spending by half and increased the response rate to 1%. They were instrumental in that.

How did Gunderson Direct perform from a project management standpoint?

They were outstanding. We might have been a difficult client, but they made us successful. Their management was one of their best skills. They were always on top of emails and they documented every text or conversation. They responded quickly in every conversation and were absolutely stellar.

What did you find most impressive about them?

I liked how involved Mike was. He didn’t try to pawn me off to a project manager and had a vested interest in my success. They never tried to expedite things or trap us in a sales ploy. Everything was on my terms and they were really good partners.

Are there any areas they could improve?

It would be nice to have them visit more often for face-to-face meetings. We had telecom meetings via Zoom, but meeting in person is always a positive.

BACKGROUND

Introduce your business and what you do there.

Nav is a small business platform that makes business credit profiles more transparent. Many business owners are unaware of their business credit scores and how they affect their ability to get funding or hire the best workers. We give them free access to that information.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

It’s difficult to target small business owners specifically. Whenever we sent a direct mailing, we would waste money on hundreds of undeliverable pieces. We have databases, but needed a firm with market expertise to cleanse our lists and appeal to our audience.

SOLUTION

What was the scope of their involvement?

They helped with market research and list targeting. They verified our list against theirs to eliminate dead leads. They provided us with a lot of information, including who the best responders were. They worked within our style guidelines to incorporate our existing branding into new materials. Based on our specifications, they did creative work for us, as well as all of our mailings. They act as our full-service shop.

What is the team composition? 

We work with three people directly, though the total team may be closer to six people.

How did you come to work with Gunderson Direct?

I researched companies who performed well with a small business audience. We reached out for a consultation call with them and they checked all the boxes. They had all the right answers, so we gave them a test project. They performed really well and the relationship grew from there.

How much have you invested with them?

We’ve spent under $200,000 for their services. The total cost of our campaigns was more.

What is the status of this engagement?

We started working together in January 2016. Work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their list cleansing is phenomenal, now we barely get any pieces back. They did a great job with the test project and continued to improve on that success. We’re able to track some of our customers through a matching service. Our results keep getting better, with no glitches so far. They go through which pieces are performing well and which ones can be strengthened.

How did Gunderson Direct perform from a project management standpoint?

They do really well. We’re a demanding client, but they turn projects around as fast as we can get graphics to them. We set up a Slack channel between our offices so we could communicate with them.

What did you find most impressive about them?

They have a lot of integrity and take pride in the quality of their work. One of the first pieces we mailed had an error on it that we missed. They resent the whole batch at their own expense. That established the relationship right away. Not every company can follow through the way they do.

Are there any areas they could improve?

No. As far as direct mail goes, they’re really good. We’re augmenting their work with PebblePost for programmatic direct mail. They don’t dilute their skillset by going into areas they’re not good at.

BACKGROUND

Introduce your business and what you do there.

I worked for a marketing group that serves the Western United States. I was the marketing manager and was responsible for new sales.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

I was looking for ways to increase our sales.

SOLUTION

What was the scope of their involvement?

Gunderson Direct worked to understand our segmentation scheme and our pain points in driving new sales. I outlined our value proposition and they crafted messages that would resonate with the specific segments of our audience. They also helped with our cross-sales initiatives and promotions.

We offered broad-reaching promotions and they helped to integrate that messaging into direct mail, email and print. We collaborated on marketing strategy and they provided creative resources on 80 plus marketing campaigns. Throughout the seven years we worked together, we built a large volume of unique campaigns. We had developed a collaborative partnership to determine the best ways to reach our audiences through direct mail, offers, and other means.

What is the team composition?

One account manager, who was on point. His boss, the VP, Account Services, Gunderson Direct and Mike Gunderson (President, Gunderson Direct). I was very pleased with the attentive, quality service they provided.

How did you come to work with Gunderson Direct?

They were the agency of record at the time I joined the company.

What is the status of this engagement?

I joined the company in 2011 and finished working with them in 2018. I worked with them for my entire tenure.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Gunderson Direct helped reduce my print cost from 30% to 50%, increased performance and response rates on mail between 20–30%, all with their help. They fine-tuned our creative, messaging, and test strategy. They were instrumental in making us the success we are. Everything they did, from membership acquisition to cross-sales, beat everything we tested before. I have nothing but kudos for Mike and his team. They’re talented, absolutely fabulous people.

How did Gunderson Direct perform from a project management standpoint?

They’re on top of everything. Anytime I needed something quickly, they delivered it. They’ve made a lot of miracles happen very quickly.

What did you find most impressive about them?

They are committed to direct mail in a way very few agencies are. They’re great at a lot of other things, but DM is at the core of their business. They think outside the box and tie new technologies into direct mail.

They drive for the best return on your investment. They are committed to the business and are easily accessible when you need something. They’re great people to work with, smart and easygoing. They make things happen and drive results. They also provide a great cost structure at an amazing value. I’m very pleased.

Are there any areas they could improve?

I can’t think of anything. We have a lot of demands on the marketing side and they helped prioritize and deliver them for us. Some of that can be challenging, but they’ve done an amazing job to help us.

BACKGROUND

Introduce your business and what you do there.

I am the marketing and communications director for Hanna Boys Center, a 501(c)(3) nonprofit and residential treatment center for at-risk teenage boys.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

I have been at the Center for about a year now, but when I first came in, we had significant challenges regarding our marketing and branding. Our materials were pretty dated and inconsistent, and there was no continuous brand strategy or guidelines. We needed to establish a consistent voice for our materials, since the then-current ones did not present a professional image to our constituents. By engaging Gunderson Direct, I knew we would get a full-service agency that had the talent we needed to round out our approach quickly and effectively, and that they would provide us with the tools necessary to better reach out to stakeholders.

SOLUTION

What was the scope of their involvement?

We had a strong need for complete brand guidelines, so that was their first task. Then they helped us with all of our print materials, including ads, folders, fliers, case studies, brochures, and our annual report, among other necessities. Gunderson did a lot of design work for us, as well as the execution of our marketing strategy. One of their most important responsibilities was to understand our vision, our model, and how our organization works, which they did very well. They have become very integrated with our operation, and we have a strong ongoing partnership.

What is the team composition?

All of our work is funneled through the account manager, with whom I work very closely. Larger projects go through a bigger team, and can include designers, copywriters, and art directors, among other roles. Occasionally, our most complex projects have even involved Mike Gunderson [President, Gunderson Direct] himself.

How did you come to work with Gunderson Direct?

I have worked with Gunderson Direct at other organizations for between fifteen to twenty years now. Although we did look at a few other companies during the initial hiring process, I felt very strongly that Gunderson was an extension of me as a marketing person. Through my past experiences with them, I knew that their turnaround time, quality of work, honesty, and professionalism made them the right partner for us. Despite having had occasional challenges with other ad agencies, I have never had a problem with Mike or any of his employees.

What is the status of this engagement?

Our first collaboration began around September of 2016, and the engagement is ongoing, with Gunderson Direct now working for us on a monthly retainer.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

After beginning our work with the Gunderson team, our newsletter went from being a loss leader to actually producing revenue. We overhauled its design and execution with a direct mail outlook, and since then, it has gone from costing the Center US$10,000 after every production to actually making about US$25,000 per mailing, despite the volume of issues having stayed the same. Thanks to Gunderson’s work on the redesign, producing the newsletter costs the same amount, but its response rate has gone up and we are earning revenue in the long run, and this growth continues to increase with every issue.

How did Gunderson Direct perform from a project management standpoint?

Their project management is very fluid, with ongoing regular communication primarily done through email. I prefer to work using email, and they were happy to adapt to my preferred style of collaboration. Additionally, they have visited our facility in person as well as conducted regular phone calls when necessary. I channel all of our work through the account manager, from bouncing brand ideas off of them to simply checking on the status of an individual project. Together, we determine whether or not we need a bigger strategy session for something or if it should just go through the regular pipeline.

What did you find most impressive about them?

Gunderson Direct has a very well organized team, and this teamwork allows them to produce great results. They are veterans of the direct mail industry, so they hit the ground running and produce quality output right away. We do not stop until we have the best end product, and they have excellent service. In fact, we submitted their work on our previous year’s annual report for an award, because we think that their efforts deserve broader recognition. We are grateful that Gunderson Direct has helped us tell our story.

Are there any areas they could improve?

We get their work at a very affordable rate, so although we do occasionally wish that we received projects from them somewhat faster, I’m not sure how reasonable it would be to expect that.

BACKGROUND

Introduce your business and what you do there.

I’m the marketing manager for ZipRecruiter, a job board and distribution platform that thousands of businesses post on daily.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Gunderson Direct?

We do a significant amount of marketing to attract employers to post jobs on our site. it's mainly B2B marketing, and we wanted a partner to help with our direct mail program.

SOLUTION

What was the scope of their involvement?

Gunderson Direct provides strategic consulting as well as operational work for the direct mail campaigns. They set up the campaigns, work with numerous companies, and organize all of the moving parts. They provided winning creative until we were able to build our own internal team, now they work alongside our team, serving up cost-efficient formats and direct mail best practices.

Because Gunderson Direct doesn’t have their own mail shop or data brokerage, it's an advantage; they’re able to shop around for specific services in different segments, which can be quite cost effective. They don’t rely on an internal machine that only operates in one specific way, but they find the best deals and partners for production, data, and other services.

How did you come to work with Gunderson Direct?

We heard great things within the marketing community, and our CMO at the time brought them in.

How much have you invested with them?

We’ve spent millions of dollars over the past four years.

What is the status of this engagement?

We partnered in 2014, and it’s still ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They helped grow our marketing spend from about $50,000 a month to millions a month, which shows how they’ve been able to drive growth. The ROI matches our expectations compared to other channels we market with.

How did Gunderson Direct perform from a project management standpoint?

They're great at project management, which is their real strength. They expertly manage the different elements of a direct mail campaign and all the stakeholders involved. They always have a monthly plan, and they lay out all the timelines and deadlines for all the different vendors. Their years of experience add a layer of strategic direction to our campaigns.

What did you find most impressive about them?

All the people that work at Gunderson are great. We know Mike [President, Gunderson Direct] personally, and we enjoy every time we’re able to talk. The whole team is great to work with; they’re pleasant, and we enjoy the relationship we’ve built over the years.

Are there any areas they could improve?

They outsource a lot of elements, so bringing some of those disciplines in-house could make them more efficient. However, they do get us in contact with the right people, even if they haven’t developed a strong internal understanding of some of those specific areas.

BACKGROUND

Please describe your company and position.

I am the Director Integrated Marketing of Edelman Financial Engines

Describe what your company does in a single sentence.

Investment & Wealth Management

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Gundir to accomplish?

• Develop direct mail creative

SOLUTION

How did you find Gundir?

Referral

Why did you select Gundir over others?

Referred to me

How many teammates from Gundir were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Gundir performed a messaging pillars exercise, created four creative concepts, and took two selected concepts to completion. Deliverables included a pillars messaging deck and creative designs ready for production, with up to three rounds of revisions.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Response rate, cost per response and enrollment

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Their project management was highly effective. They maintained clear communication throughout the process and set realistic timelines from the start. All deliverables were completed on schedule and they were responsive to our needs—whether it was answering questions, adjusting timelines or incorporating our feedback. They were collaborative and great partners. 

What was your primary form of communication with Gundir?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I was impressed by how quickly they learned about our business, our nuances and were able to speak in the voice and tone of our company.

Are there any areas for improvement or something Gundir could have done differently?

N/A