Prism spearheaded a global direct marketing initiative to introduce Reuters Knowledge. This innovative 4-tiered program targeted different end-user audiences in the U.S. and Europe. The cornerstone of the launch was a direct mail campaign which featured a USB flash demo, supported by an e-mail blast and web pages.

Results: Achieved 150% of trial generation objectives; 35% recall awareness
among target audience for program after mailing.

Direct and e-mail marketing, digital media