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A Boston-area provider of outsourced maintenance netted an 11% response to a mailing earlier this year designed to get chain retailers to use its services.

The mailing, which had a budget of $100,000, resulted in a 3% conversion rate.

Unicco Services Co. targeted facilities managers at companies such as fast food restaurants, shopping malls and other commercial entities with multiple locations on the East Coast, said marketing communications manager Donna Guadagno.

Typically, these maintenance contracts are worth about $1 million.

“We're trying to increase our density with this mailing, especially in New England where the company has the most presence right now,” she said.

Unicco used a list compiled in-house. “We have a researcher here who does nothing else but put together these lists,” she said, noting files based on such criteria as standard industrial codes were too general to be of much use.

The company promoted its mobile force that takes care of heating/air conditioning, electrical, carpentry and plumbing repairs. It also handles food-area sanitation, energy consumption monitoring and other maintenance activities. Unicco followed up the mailings with calls from sales representatives.

The mailing came in a glossy black 10-1/2-inch square cardboard box with a superhero theme, said Kathleen Aston, CEO of Dragon Direct, Unicco's agency.

Inside was a cutout of Unicco Man, a superhero out to save multiple-site facilities from the evils that plague them. The box also contained a 5-inch-by-8-inch plastic bag holding a brochure with the headline “Holy Profitability!” and messages promoting Unicco's services in comic book fashion. Recipients were invited to Universal Orlando for a complimentary tour and offered free DVDs of the movie “Spider-Man.”

At press time Unicco was gauging the return on investment from this campaign and did not know when it would send out its next mailing.

RESPONSE RATE: 11% from restaurant and retail chain operations executives.

CONVERSIONS: 3% to date.

SERVICES OFFERED: Mobile outsourced teams that handle heating/air conditioning service, electrical work, carpentry, plumbing repairs and general maintenance.

BUDGET: $100,000.

MAILING PACKAGE: A glossy black 10-1/2-inch square cardboard box with a “Unicco Man” superhero theme.

AGENCY: Dragon Direct