First Advantage Corp. Has begun a more than 230,000-piece direct mail postcard and space campaign to promote its eight divisions to Fortune 1000 companies.
The effort aims to publicize the offerings of the fast-growing company’s individual business units and to possibly cross-sell some of its diverse services, said Michelle Wise, account director at Schifino Lee, the St. Petersburg, FL firm’s agency.
The 5-1/2-inch by 8-1/2-inch postcards target CEOs, CFOs and managers of such functions as human resources and purchasing. Some 29,000 pieces are being sent for each division. First Advantage is using its own customer and prospect lists for the mailing, says Wise. Another element of the $1 million campaign includes a redesign of the company’s Web site (www.fadv.com).
Further mailings are planned early next year to get the word out about more new services, according to Wise.
First Advantage, a division of business information giant First American Corp. of Santa Ana, CA, offers employment screening, tax consulting, investigative, security, transportation, government and other services. It has some 45,000 clients in these markets.
First Advantage has acquired 26 companies since its founding in 2003. It’s looking to develop a centralized message as it picks up more properties. Some of these include First American Registry, Substance Abuse Management, Credential Check and Personnel Services Inc., Total Information Source, and Landlord Protect Inc.
At press time, the company was in the process of acquiring First American’s Credit Information Group. Longer term, First Advantage is looking to expand to Europe and Asia.
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