Jewelers of America Membership Recruitment Direct Mail Case Study

Jewelers of America Reimagine Campaign


Social Media
Print and Direct Mail Services
Video and Animation

As part of our overall scope of work for this long-standing client, OTM is charged with concept, strategy and execution for their annual membership recruitment campaign.

The Process: OTM met with the client membership team input and feedback on membership outreach. We discussed the demographic of their current membership, what benefits members utilize most, current industry challenges, landscape, pain points, etc. This was essential intel required to develop overall concept direction, visuals and messaging. OTM developed three different campaign directions and presented them to the client for feedback. Client preference and feedback informed final campaign strategy, design and messaging.

The Concept: The REIMAGINE campaign focused on the three primary membership benefit categories – Representation, Recognition and Resources and messaged key values within each category to solicit members. Our design creatively isolated I’M IN from the word reimagine to tie to current member testimonials and support value proposition. This was a theme that extended throughout the direct mail campaign and was also pushed out to social platforms.

The Execution: Through discussion with the client, a three-touch direct mail outreach campaign was developed and executed.

Mailing 1 – utilized an A/B test approach on a universe of 7,500 prospects. Group A received a di-cut, full color bifold and group B received the same bifold but with an application and letter inside an outer envelope.

Mailing 2 and 3 – carried the same visual theme to two different 6”x9” postcards that were mailed 2 weeks apart to prospects who had yet to secure membership.


Direct Mail Touches





Memberships during this year increased over the prior year. The client chose to continue this campaign for the following year’s membership recruitment. The test indicated no increase in membership due to the inclusion of the letter and application. Greater cost efficiencies were realized in the following year by eliminating those elements.

reimagine digital animated ad
reimagine digital animated ad