Custom Maids Incorporated
First, a market research firm was hired to develop a demographic profile of a typical "maid service user" using Custom Maids' client files, which numbered in the thousands. Then, from this research, a complete mailing list was developed, consisting of 400,000 Metropolitan Toronto households. Upon completion, the company commenced an assertive mail campaign targeting these 400,000 homes - a campaign which would give Custom Maids the momentum it needed to secure its place as Toronto's market leader. As Dana recalls, "Once the mail campaign was in full swing, our telephone rang off the hook. We went from three telephone lines to seven and our office staff went from three people to six just to handle the influx of calls."