Bald Head Island Direct Marketing Campaign Goes Digital With 21 CD; Garners 16 Percent Response.Business Editors DURHAM, N.C.--(BUSINESS WIRE)--May 19, 2004 21 CD, Inc., a digital marketing services company, today announced its multimedia marketing campaign on behalf of Bald Head Island Limited, the development and operations company for Bald Head Island, N.C. The campaign included creation of mini compact discs (CD-Rom) of the resort community's 2004 Armchair Visitor Guide, with digital conversion of its 64-page printed catalog catalog, descriptive list, on cards or in a book, of the contents of a library. Assurbanipal's library at Nineveh was cataloged on shelves of slate. The first known subject catalog was compiled by Callimachus at the Alexandrian Library in the 3d cent. B.C. that features rental properties, unique island attractions and property management recruitment information. The mini CD A CD disc 80mm in diameter. It holds 20 minutes of music (audio) compared to the 74 minutes of the standard 120mm CD and fits into the deeper well in the center of the tray of most CD players. See mini CD-ROM and business card CD. campaign has enabled Bald Head Island to showcase two videos as well as photography of 125 homes. Each CD integrates 300 click-thru links to custom information on the island Web site, in addition to virtual tours Virtual Tours The phrases panoramic tour and virtual tour are often used to describe a variety of video and photographic based media. The word panorama indicates an unbroken view, so essentially, a panorama in that respect could be either a series of photographs or panning video , maps and real-time 1. real-time - Describes an application which requires a program to respond to stimuli within some small upper limit of response time (typically milli- or microseconds). Process control at a chemical plant is the classic example. reservations. The discs also feature innovative tracking technology to enable Bald Head Island executives to analyze recipient usage. Bald Head Island used the mini CD in a direct mail campaign that received a 16 percent response rate and led to a 300 percent increase in reservation inquiries. As a result, they reduced overhead costs overhead costs see fixed costs. for marketing and increased awareness to four key audiences. For example, postage POSTAGE. The money charged by law for carrying letters, packets and documents by mail. By act of congress of March 3, 1851, Minot's Statute at Large, U. S. 587, it is enacted as follows: 2.-Sec. 1. to distribute more than 10,000 mini CDs was 50 percent less than the cost to mail print catalogs. New inquiries due to direct mail rose to 30 percent of overall inquiries as a result of the digital marketing campaign - compared to other marketing programs such as nationwide advertising, which traditionally accounts for 20 percent of visitor inquiries. "The CD captures the Bald Head Island image and enables us to showcase our island community in dynamic fashion. It also allows us to get more information to prospective visitors in a convenient package, which enables the recipient to view information most pertinent PERTINENT, evidence. Those facts which tend to prove the allegations of the party offering them, are called pertinent; those which have no such tendency are called impertinent, 8 Toull. n. 22. By pertinent is also meant that which belongs. Willes, 319. to them," said Trisha Howarth, hospitality sales and marketing director for Bald Head Island Limited. "We like to consider the discs virtual vacation teasers, yet that downplays their strategic value. Critical to the success of our campaign has been the ability to track those who access the discs and analyze the information that interests them." 21 CD programs the proprietary technology into its products to track recipient usage. This extends the scope of marketing to enable organizations such as Bald Head Island to better understand potential visitors and analyze the reach and effectiveness of its marketing programs. The campaign also featured customized disc mailers, each with unique marketing messages to engage the recipient. Four were created to accurately reach distinct audiences: new visitor inquirers; corporate meeting planners; confirmed visitors; and travel agents. These types of customized digital multimedia have enabled 21 CD clients to stand apart from competition with marketing materials that are unique, persuasive and cost-effective cost-effective, n the minimal expenditure of dollars, time, and other elements necessary to achieve the health care result deemed necessary and appropriate. . "Our services extend the usefulness of existing marketing materials and enable organizations to more efficiently gather usage data," said Peter Nyberg, president of 21 CD, Inc. "We gain tremendous satisfaction in the continued success of Bald Head Island's digital marketing efforts. The mini CD as a marketing medium accurately displays the island brand as a premier vacation and resort destination." This is the third project 21 CD has completed on behalf of Bald Head Island. The first consisted of business card-sized CDs used by the sales and marketing department to feature four premier rental properties. The second project converted the island's property management program onto CD and also included a recruitment guide to enroll homeowners into the exclusive rental program. Bald Head Island is a resort and residential community accessible only by boat or ferry. It is located two nautical nau·ti·cal adj. Of, relating to, or characteristic of ships, shipping, sailors, or navigation on a body of water. [From Latin nauticus, from Greek nautikos, from miles off the coast of Southport, N.C., and 30 miles south of Wilmington, N.C. An innovative marketing services company, 21 CD, Inc. creates trackable digital multimedia that enable organizations to gather knowledge-based data. 21 CD is an industry leader of digital technology and seeks to advance traditional marketing methods - from static one-dimensional printed material - to dynamic, interactive multimedia delivered via CD-Rom or DVD DVD: see digital versatile disc. DVD in full digital video disc or digital versatile disc Type of optical disc. The DVD represents the second generation of compact-disc (CD) technology. . With headquarters in Durham, N.C., the company works with Duke University, Professional Golf Association of America, MeadWestvaco Corporation, Presbyterian Church U.S.A., among others. Please visit www.21CD.com. With a staff of more than 300, Bald Head Island Limited manages real estate development and sales, as well as island operations. Bald Head Island is a 20-minute ferry ride from Indigo Plantation Plantation, city (1990 pop. 66,692), Broward co., SE Fla., a residential suburb of Fort Lauderdale; inc. 1953. The city has grown rapidly along with the development of S Florida. and Marina Marina “a piece of virtue.” [Br. Lit.: Pericles] See : Virtuousness in Southport, N.C. Open to the public, the island features 800 homes, including condominiums and single family residences, and approximately 200 year-round residents. Of the island's 12,000 acres, 10,000 acres of beaches, salt marsh Salt marsh A maritime habitat characterized by grasses, sedges, and other plants that have adapted to continual, periodic flooding. Salt marshes are found primarily throughout the temperate and subarctic regions. and maritime forest are protected and will remain undeveloped; 2,000 acres are set aside for development. For additional information, visit www.baldheadisland.com. |
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