CASE STUDY: Mazda USA – Customer Relationship Marketing

As Senior Creative Director at Doner, Tom DiJulio led the creative development of all CRM and Direct Mail efforts for Mazda USA including a breakthrough new owner welcome kit, an innovative lease loyalty campaign and dozens of targeted new vehicle launch pieces, hand-raiser fulfillment and incentive offer emails.

Mazda USA
Owner Welcome Kit & Website
Critical to establishing a lasting customer relationship is the opening of a dialogue. For Mazda, that dialogue began when new owners registered at By creating a personalized Welcome Kit which greeted new owners with an color-accurate image of their vehicle, a personalized Owner’s Card and a unique PURL, or personal url, through which they could access owner manuals, service offers and other resources online, DiJulio created a welcome kit that not only doubled the rate of new owner registration, it also lowered the Client’s cost-per-piece. DiJulio also directed Mazda’s internet partner SilverPop in the design, development and launch of a more robust and data-rich owner’s website,


Mazda USA
9 Month Lease Loyalty Direct Mail & Email
Determining when a current lease-holder will be in the market for their next car was easy. Making sure that car was a Mazda? Not so easy. To introduce current leasees to Mazda’s newly expanded line up of vehicles — which now included two entries in the hot crossover segment — DiJulio created this three tiered direct mail campaign that delivered a unique message at 9 months, 6 months and 3 months prior to lease end, including invited recipients to take a “table top test drive” and was supported by email.