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Strategy Development: Disney Annual Pass Renewal Program
Situation:
Disneyland Annual Pass, a loyalty marketing program targeting Disney’s premier customers, mailed individual renewal notices to each Passholder. With several Passholders often living in the same household, multiple renewal notices were being delivered into the home simultaneously.

Solution:
Creative Solutions revamped the customer contact strategy to allow for a single mail piece to be delivered on a monthly basis, inclusive of all renewing household members. This change in strategy demanded a sound understanding of client data, the ability to convert individual customer data and associated attributes into a single household record, and the development of creative aligned with the new strategy.

Result:
Monthly mail volume decreased by 80%, resulting in significant savings. Marketing dollars were reinvested into additional loyalty marketing and customer contact management initiatives.