NetworkOmni got nearly a 9% response to a regional postcard campaign promoting language-translation services to emergency response agencies.
The translation services firm sent a 500-piece mailing in September to members of the Texas Emergency Number Association, a group of public safety agencies in the state, said Len Grabiner, a principal at Grabiner Hall, NetworkOmni’s agency. Members include local police and sheriff’s departments, public safety commissioners, emergency 911 districts and similar government entities.
The budget was $4,000 and included creative, postage and printing. The list was free.
Grabiner said the lead-generation mailing was meant to familiarize recipients with NetworkOmni’s name and ascertain the needs of local emergency response agencies. It also was designed to gather information about the competitive bidding process and learn when contracts come due.
Leads were passed to NetworkOmni’s regional salespeople for further qualification and were put on a list to receive company materials as part of a sales nurturing process, Grabiner said.
NetworkOmni provides over-the-phone translation services with more than 1,500 interpreters available at all times through dedicated toll-free phone lines. Services are priced on a per-minute basis, said Grabiner.
The 6-inch-by-11-inch postcards were headlined: “A 911 call comes in. A life hangs in the balance. And you can’t understand a word.”
Below that the copy reads, in part: “Farfetched? You know better. There’s a language barrier in America, and it’s growing…But there’s hope.”
On the reverse, the company promoted its contract with California, a linguistically diverse state, to provide over-the-phone interpreters in more than 150 languages. The postcard also featured a toll-free 800 number and a link to NetworkOmni.com for further inquiry. What’s more, recipients were offered the chance to download a free white paper, “Cultural Diversity at the PSAP Level.”
NetworkOmni had not closed a sale at deadline because the sales cycle runs about six months. But the Thousand Oaks, CA company is planning more mailings next year.
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