MCI Friends & Family National Launch
Direct Mail Program
MCI wanted to reinforce customer commitment and restore its saving claim and value positioning. A direct mail program was created that utilized warm images of friends and family members to encourage enrollment and retention of MCI service. A demonstration of savings” was incorporated to reinforce the value of MCI. An “Initial Circle Status” was mailed four weeks after enrollment to request a list of names of people that they call long distance. An “Eight Week” package was then sent out offering incentives to customers if they prompted their friends and family to sign up to MCI. In the first year, membership grew by 6 million members, representing a 2% increase in a market share for MCI.