About MCV Law

MCV Law is a Central New York law firm founded in 1983, with practice areas spanning Estate Planning, Workers' Compensation, Personal Injury, and Disability. Its Estate Planning team, based out of offices including Chittenango, helps individuals and families across Central and Northern New York with wills, trusts, and powers of attorney.

The Challenge

MCV Law wanted to build brand awareness for its Estate Planning practice in a market adjacent to its existing footprint. Having previously run a successful direct mail campaign into Madison County, just west of their Chittenango office, the firm wanted to replicate that success in neighboring Oneida County, specifically the Utica, Rome, and New Hartford area, while tightening up two pain points from past campaigns: print consistency and a smoother, more reliable list-selection process.

The Solution

BirdseyePost built an addressed, list-driven direct mail campaign covering Oneida County, using a 6x9, full-color, double-sided postcard designed to generate inbound calls for estate planning services. Rather than MCV Law sourcing or managing a mailing list themselves, BirdseyePost handled list-building end-to-end, filtering by geography with optional refinement on age and household income to better align the audience with a typical estate planning client profile, and mailing to specific addresses rather than blanket neighborhood coverage.

To address the print-consistency issues from prior campaigns, every address on the list was validated before mailing at no additional cost, reducing undeliverables well below typical direct mail industry averages. The campaign launched with a February in-home window, timed to reach households while the previous Madison County campaign's momentum was still fresh in the surrounding region.

The creative leaned into an emotional, lifestyle-driven design under the headline "Estate Planning for Every Stage of Life," pairing multi-generational family moments, from young families to grandparents to a couple's wedding day, with a clear message that estate planning applies at every life stage, not just later in life. The reverse side kept the offer simple and direct: a QR code alongside copy addressing the value of protecting what you've worked hard for, paired with a clear list of core services (Wills & Trusts, Powers of Attorney, Healthcare Proxies, Probate) and a low-friction call to action ("Plan today. Enjoy tomorrow. Connect with our team today.") alongside the firm's phone number and website.

Campaign Details

Results

The campaign landed with zero bounce-backs to date following BirdseyePost's pre-mail address validation process. Through SnapCapture, MCV Law can see in real time as recipients receive and scan their mailers, giving the firm visibility into who is engaging and when, rather than waiting for a call to come in. That lets the team follow up directly with interested recipients while the mailer is still top of mind, instead of relying solely on inbound contact.