Departing Employee

The departing employee interactive mailer campaign was a year-long, multi-touch initiative to engage potential clients by connecting with a security practitioner’s pain-points of working with traditional security tools that are inefficient and difficult to use and highlighting how Code42’s product can address those struggles. I led creative direction and design efforts for the entire campaign, and helped develop and create the story of our departing employee, Alex. The campaign included:

• An interactive greeting card that seemed ordinary at first but, once opened, showed messages from other coworkers that were far from traditional well wishes;

• The exiting employee checklist, which usually includes collecting badges and hardware after someone quits but instead highlighted that other very important items (company data) walk out the door when that employee leaves;

• A goodbye email that shows that when you read between the lines, not all goodbye messages are what they seem;

• An issue of The Insider Threat Magazine, which offers a glimpse into Alex’s life with his new found stardome and success as an entrepreneur that is the result of critical data he took from his previous employer and used to rapidly build his new business; and 

• The Party in a Box, complete with a half sheet cake, streamers, balloons, party hats, a singing box and more, recipients had everything they needed to throw an awesome going away party for a departing employee and designed to be the “Aha” moment of a multi-touch campaign to address the growing insider threat problem.

Code42 identified a segment of customers that were not taking full advantage of its new security services and product offerings, specifically chief information security officers (CISOs). These customers were hard to reach, typically high up in their organizations and often skeptical of traditional marketing tactics.

The departing employee interactive direct mail experience resulted in a 40%+ response rate for B2B prospects accounts and a 10%+ conversion to sales. The campaign also won a Gold Award in the Direct Mail category at the Minnesota AdFed awards.

Art Direction. Brand Strategy. Experience Design. Direct Mail. Package Design. Collaboration.