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Practising Law Institute Adopts Aprimo™ Marketing

Company will use the Enterprise Marketing Management platform to streamline customer interactions


INDIANAPOLIS (September 24, 2002) –Practising Law Institute will go live this month with its implementation of Aprimo™ Marketing, described by a leading industry analyst
group as the most mature and widely deployed Enterprise Marketing Management platform available.  A non-profit organization that provides programs, publications and
other services to attorneys throughout the country, Practising Law Institute, selected Aprimo™ Marketing as the first component in an organization-wide initiative to
streamline processes and operate more efficiently.

Practising Law Institute will implement five of the seven available Aprimo™ Marketing modules: Direct Marketer, Financial Manager, Marcom Manager, Strategic Planner and
portions of Web Response Manager.  The Direct Marketer and Marcom Manager modules will be utilized immediately to automate list management and improve the
organization’s segmentation capability for their most widely used tactic—direct mail.  The application also will be used to coordinate and manage activities and their
associated tasks and to strengthen email marketing campaigns.  

With 90 percent of its marketing efforts focused on direct mail, Practising Law Institute is looking for Aprimo™ Marketing to greatly improve the effectiveness of its mailings.  
“We fully expect Aprimo to enable us to do our jobs more effectively,” said Arlene Bein, director of marketing for Practising Law Institute.  “Having a centralized, real-time
platform for all our marketing data will significantly reduce the amount of time and resources spent on developing marketing plans, as well as greatly enhance our ability to
get the right message to the right audience at the right time.  With Aprimo™ Marketing we will have instant access to more comprehensive, up-to-date information about our
customers, making our marketing efforts more on-target and therefore more impactful.”  


Currently, the organization manages a portion of its gathered data manually, such as returned emails and unsubscribe requests.  With Aprimo™ Marketing, that information
will now be updated automatically, as specific information about contacts will be captured and fed directly into Aprimo™ Marketing.  Once added to the system, the
information can be merged with data from previous campaigns resulting in the ability to launch more targeted, personalized campaigns with clean and current information.
“We have one employee dedicated to updating our mailing lists for each drop,” explained Bein.  “This is a tedious job when done manually, as it often requires her to re-run
the initial lists before the campaign is executed.  Now, with Aprimo™ Marketing, it’s done with the push of a button so we can utilize that employee’s talents in other more
productive areas, such as managing our growing e-marketing initiatives.  That’s an incredible productivity increase that maximizes our existing resources.”
Aprimo™ Marketing will provide the marketing organization with the resources and technology they need to implement their e-marketing campaigns from beginning to end.  
This will allow them to implement more creative and integrated campaigns with real-time response tracking.  Furthermore, the integrated system will allow them to manage
more effectively how often a specific recipient is targeted with a message, as well as track their individual response.  Because Aprimo™ Marketing is a closed-loop system,
all the valuable information gathered during these campaigns will be available instantly for future campaign planning.
Individuals who want to learn more about Aprimo™ Marketing should contact Aprimo at 1-877-8APRIMO or via email at info@aprimo.com.  

About Aprimo
Aprimo, Incorporated develops solutions that help marketers manage the business of marketing.  Aprimo™ Marketing is a web-based platform that enables marketers to
manage business-critical services, including: direct and e-mail marketing, sales leads, events, finances, web responses, marketing communications and planning.  
Aprimo™ Marketing is delivering value to many customers across a number of industries, including Amway, Bank of America, Delta Faucet, Ernst & Young, HP, Merrill
Lynch, Peugeot, and Pfizer.  Aprimo is headquartered in Indianapolis, and has offices in Atlanta, Boston, Dallas, Denver, New York, Philadelphia, Phoenix, San Diego, San Francisco, Seattle, Toronto, London (U.K.) and Paris. Visit www.aprimo.com for more information.
 
Editorial Contact:
Linda Muskin
Clarus Communications
847.432.7300
lmuskin@teamclarus.com
 
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