NetworkOmni Gets Big Response
As appeared in Direct
Dec 1, 2005 12:00 PM , BY LARRY RIGGS
NetworkOmni got nearly a 9% response to a regional postcard campaign
promoting its language-translation services to emergency response agencies.
The firm sent a 500-piece lead-generation mailing in September to members
of the Texas Emergency Number Association, a group of public safety
agencies in the state, said Len Grabiner, a principal at Grabiner Hall,
NetworkOmni's agency. Members include local police and sheriff's
departments, public safety commissioners, emergency 911 districts and
similar government entities.
The budget was $4,000 and included creative, postage and printing. The list
was free.
Grabiner said the mailing was intended to familiarize recipients with
NetworkOmni's name and ascertain the needs of local emergency response
agencies. It also was designed to gather information about the competitive
bidding process and learn when contracts come due.
Leads were passed to NetworkOmni's regional salespeople for further
qualification and were put on a list to receive company materials as part of a
sales nurturing process, Grabiner said.
NetworkOmni provides over-the-phone translation services with more than
1,500 interpreters available at all times through dedicated toll-free phone lines.
Services are priced on a per-minute basis, said Grabiner.
The 6-inch-by-11-inch postcards were headlined: ?gA 911 call comes in. A life
hangs in the balance. And you can't understand a word.?h
Below that the copy reads, in part: ?gFarfetched? You know better. There's a
language barrier in America, and it's growing. ?cBut there's hope.?h
On the reverse, the company promoted its contract with California, a
linguistically diverse state, to provide over-the-phone interpreters in more than
150 languages. The postcard also featured a toll-free 800 number and a link
to NetworkOmni.com for further inquiry. Recipients were offered the chance to
download a free white paper, ?gCultural Diversity at the PSAP Level.?h
NetworkOmni had not closed a sale at deadline because the sales cycle runs
about six months. But the Thousand Oaks, CA company is planning more
mailings next year.
Media Inquiries:
Kande Hall
Ph: 310.364.1100 ex106
Fx: 310.364.1222
Twitter: KandeHall
Email: Kande@grabinerhall.com