Image Publishing, a Los Angeles marketer that’s been mailing the Welcome Business co-op for the past five years, is set to jump into the new homeowner category in September with another co-op program.
Welcome Homeowner USA, targeted at some 3.5 million new home buyers across the country, is projected to draw about $5 million in revenue this year, says program director Sunil Patel. Each week about 67,000 mailers will be sent out. Lists for these mailings come from new deed holders taken from county registrars’ offices and proprietary sources.
So far, Welcome Homeowner USA has lined up four advertisers, including Maytag and Gateway, says managing director Alon Doron, who hopes the company’s outbound telemarketing team will be able to bring that count to 10 by the end of the year.
Image Publishing’s program comes on the heels of a similar effort last spring when industry veteran Larry Tucker introduced New Neighbor Pak, a mailer that goes out monthly to as many as 1.6 million who changed addresses the previous week (Insert Media, Direct, March 15).
Image is launching this new homeowners co-op alongside Welcome Business, which it runs in conjunction with the Service Corps of Retired Executives and the U.S. Small Business Administration.
