In 2003 the San Francisco Convention & Visitors Bureau had a typical problem — they’d been collecting emails for a while, but there was no program in place to send anything to them. The Bureau’s main outreach campaigns so far — print and visitor kit mailers — were fairly expensive. When the email list hit 30,000, the director looked for help to take full advantage of this valuable resource.
He set a budget of $20,000 per year, including hosting, transmission, list management, sweepstakes management, and designer costs. His goal was to have an ongoing campaign that would entice people to visit San Francisco or extend their planned trip longer. The campaign had to show a measurable economic impact or it would be shut down after a year.