 Marketing Like a Champ — CGRS Environmental Consultants Implement eNewsletterFrom its humble beginnings in the owner's living room, CGRS has grown into one of the leading environmental consulting firms in the country. Now, 17 years later and with a primary focus on the petroleum industry, CGRS serves private corporations, industrial facilities, convenience stores, bulk plants and government agencies in 40 of the 50 states. As the authority in fuel facility compliance, CGRS' mission is to deliver cost-effective and customized solutions that help their customers meet the latest regulatory requirements. Given the diversity of their services, CGRS found it important to communicate with their customers on a regular basis. According to Polly Beckett, CGRS' director of marketing, "a newsletter gives us an opportunity to highlight the many services and projects we offer which ensures our customers get a wider perspective of what we're about, not just the services we offer to them individually." Their past attempts to do just that — by sending three to four mailers per year — were not as effective. "We'd been sending direct mailers which can be quite costly with printing, preparation and mailing costs. An eNewsletter seemed like a cost effective way to keep in contact with our customers while taking a softer approach of educating our customers instead of the harder-sell marketing approach of our mailers." Polly admits that switching marketing strategies had its challenges, but Proven Systems helped her reach her goals. "We have worked very diligently with Proven Systems to arrive at a monthly schedule, outline and procedure that ensure both minimal input from us and timely distribution of our newsletter." Today CGRS sends out a monthly newsletter with positive results. "Our customers are very receptive and excited about our eNewsletter, The Compliance Advisor. They find it professional, informative and helpful." And she adds, "eNewsletters are very cost effective. It costs the same to send one or 1,000 newsletters. And by sending them monthly, we're guaranteed that our company and our services will be on the minds of our customers at least 12 times a year." Not only are customers responding, but it helps Polly market the company to prospective customers by driving them to the CGRS Web site. "It gets delivered directly to the company representative's desk. There's no chance it'll get thrown in the trash or be delivered to someone else as with a piece of direct mail. And it's simple for them to forward it to their peers in the industry which expands our readership and thus prospective customers with no effort on our part. In one click, our customers can jump to our Web site to learn even more about our company." When asked if she had any advice for other marketers, Polly was clear. "Design a newsletter that conveys who you are and what you're about while always keeping in mind what your customers would find interesting or helpful. This will ensure that your readership will be high and that you receive the greatest return on your investment." But she concedes that half the battle is building an email list. "It's a constant process and you must get creative in obtaining them. Proven Systems has provided good direction on how to accomplish this task." Thank you, Polly, for the vote of confidence! We wish you and everyone at CGRS continued growth and success! | 
