Case Study Thursday! With multiple data rental options and even reputable business data source companies, it’s possible for mailings to go wrong —very wrong.   I recently received eight cards from the Production/Ops area and placed them on my desk. Eight cards from the same mailer were a bit unusual, and even more unusual when…

Case Study Thursday! Many of Our Primary Races are Won with Just Under 10 Votes. Here Are Three (3) Winning Pre-Primary Tactics! In 20 years, Cornerstone has had at least three races where the outcome was decided by under 10 votes, and two of them by 5 votes. Thankfully, we were on the winning side…

CASE STUDY THURSDAY! CREATING MARKETING ANNUITY WITH MAGNETIZED POSTCARDS FOR PIZZERIA RESTAURANTS   One of Cornerstone Services, Inc.’s more unusual mailing tactics is to design, print, and mail magnetized postcards (technically “oversized” postcards) that have perforations for tear-off coupons. The purpose should be clear: give the recipient something that has both immediate and long-term value.…

Case Study Thursday! Project Overview: Cornerstone Services (“CRST”) employs a direct mail strategy for the Taconic Hills Central School District to optimize taxpayer communication and reduce over-mailing through “Benevolent Gerrymandering.” This approach ensures efficient, accurate outreach while lowering costs and increasing relevancy by combining saturation and automation mailing tactics.  Location: Taconic Hills Central School District,…

CASE STUDY THURSDAY!   “What did you think of the recent [general] election?“  Having been asked several times after November 5th this same question, usually in a pointed, not-so-nice manner, I thought I’d share with you my – our – take on what happened regarding the general election this November 2024.  While there were surprises…

Case Study Thursday!  CASE STUDY IN TREE SERVICE MARKETING   November 7, 2024 “Only a fool learns from his own mistakes. The wise man learns from the mistakes of others.” — Otto von Bismarck   Today’s case study is about how NOT to do marketing. There are several image scans here, so it will be relevant…

Case Study Thursday! Project Overview: This project involves Cornerstone Services assisting the New York State Chess Association (NYSCA) in increasing membership and volunteer engagement. By leveraging a strategic mailing approach that includes complimentary newsletter issues and a call for help (instead of direct volunteer requests), the initiative aims to grow NYSCA’s member base, encouraging both…

Case Study Thursday!   Project Overview: To enhance Coarc’s outreach for new members and grassroots donors in Columbia County, CRST (Cornerstone) shifted from traditional third-party data to an innovative, in-house approach using New York State Real Property data. This strategy aimed to better target local residents with a propensity for community involvement, especially those in…

Case Study Thursday! Project Overview: The direct mail strategy for Lawrence Hearing maintains local market relevance through a consistent, data-driven EDDM campaign. CRST/Cornerstone implements a monthly mailing approach targeting specific residential areas in Orange County, NY, where Lawrence Hearing holds a strong presence. By aligning direct mail with Lawrence Hearing’s digital footprint and SEO efforts,…

Case Study Thursday! If you’ve ever wondered whether to choose direct mail vs. email marketing for a campaign, the answer depends on the audience and your approach. Email marketing may be more effective for reaching customers, members, or supporters who already know and trust you. However, for unsolicited outreach, direct mail likely has the advantage.   Here are…