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This mid-sized letter shop wanted to expand its business in New York, New Jersey and Connecticut with a marketing program targeted to industry sectors. We started by interviewing the management team and sales and customer service staff, to determine internal perceptions about St. John’s offerings, service delivery, and market advantages.

We then conducted focus groups with clients and prospective clients, to explore any unmet needs and see what they looked for in selecting a letter shop and how they evaluated quality. From this, we wrote a final report with recommendations, and developed a direct mail program targeted to prospective customers’ requirements.