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 GLS is proud to recognize The Lacek Group with the latest President’s Choice Award for their work on the Starwood Preferred Guest® (SPG) program.
Talk about coordination! Each quarter, The Lacek Group, a Minneapolis-based loyalty marketing firm, undertakes a massive direct marketing project for SPG. The attention to detail and collaborative effort required to make this quarterly mailing a success is truly astounding. It involves designing, producing and coordinating a mailing to thousands of members who are enrolled in the loyalty program.
For example, in the first quarter of this year, Starwood mailed over 285,000 SPG statements to let members know about special offers and their current rewards/points status. This colorful mailing included five different
versions of the statement (with each version containing several fields of variable data as well as different photo options). The piece was translated into eleven different languages and mailed to members in many countries around the world.
“This is an ongoing project that requires a lot of innovative data programming,” explained GLS Account Executive Jeff Rodmyre. He stated that Heidi Springman, product manager for The Lacek Group, is a frequent visitor to GLS during the grueling approval process, which is further complicated by the sheer number of versions and languages represented.
Liz Nourse, a GLS customer service representative who works alongside Jeff and Heidi, also noted the client’s dedication to excellence on this project. “Heidi is spectacular,” she said, noting the superior organizational skills, sharp eye for detail and strong sense of collaboration that are required to make the process successful.
President and CEO Gary Garner praised The Lacek Group for their collaborative
spirit, as well as for their initiative to use the latest variable data technology. “The Lacek Group provides an outstanding example of how technology can be used to break down language and culture barriers,” Garner said. “Hats off to The Lacek Group for helping Starwood reach their target audience in such a personal, relevant and effective way.”
For more information on the President’s Choice Award program please talk to your GLS account executive, or
call Gary directly at 763.971.3277 |
