McCallum's Wear: A Direct Mail Marketing Challenge

Jay Sims sat at his desk and wondered what exactly went wrong. As the Executive Director of Eastern Sales for Canada Post, he and his team had done their best when directing a new small business client in executing a direct mail campaign. It seemed like a routine business situation but the performance of this campaign had been poor. The client – McCallum’s Wear of PEI - had been wanting to try direct mail marketing for almost five years, but in 2018, the campaign failed. Jay was now faced with the challenge of saving this client and developing a new strategy that would lead to improved sales and performance.