KCSM-FM PROMOTES WORLD”S THIRD LARGEST COLLECTION OF JAZZ RECORDINGS

Goodman Marketing Partners (GMP), a full service direct marketing company, has created a direct mail campaign for KCSM-FM in San Mateo, Calif., that promotes the little known fact that KCSM maintains the world's third largest collection of jazz recordings. Only the Smithsonian Institute and Rutgers University have larger ones. "Financial supporters of KCSM-FM have one big thing in common, they all love jazz," says Carolyn Goodman, founder, president and managing partner of GMP. To leverage that commonality, the direct mail campaign features the station's on-air host of "A Morning Cup of Jazz," Alisa Clancy, to serve as its spokesperson. Written in her voice, the direct mail letters make many references to jazz musicians, selections and jazz trivia. Speaking as a "jazz insider" throughout the letters, she creates a relationship with the reader with both popular and obscure facts, tidbits and recording information.

Alisa's letters also ask listeners for their input with requests for a particular artist or recording. The letters create an open and inviting atmosphere while asking the reader to make a financial contribution to the station. An eye-catching buckslip features a jazz quiz to engage readers and help them discern their jazz knowledge. "We have been extremely pleased with the results this campaign is achieving for us," says Sinclair Crockett, development director of KCSM. "We have exceeded our fundraising goal and increased the stature of our station as a leading purveyor and resource of one of the world's largest collections of jazz."

Goodman Marketing Partners is a strategic direct marketing company comprised of senior direct response specialists who design, develop and execute direct marketing solutions. The firm provides clients with a complete range of direct response services including direct mail, email, landing pages, direct response print, television and radio, and point-of-sale collateral. Current clients include Autodesk, Wells Fargo Bank, St. Supery Vineyards and Winery, KCSM-TV, KCSM-FM, Home Service USA, and The Leukemia and Lymphoma Society. In 2006, the San Francisco Business Times ranked GMP as one of the "Top 100 Women-Owned Businesses" in the San Francisco Bay Area.