44 Precision Marketing Best Western's objectives of increasing revenue through incremental book- ings, growing awareness for the hotel's co-branded credit card and launch- ing its `More Rewards, Faster' campaign proved successful. In addition to generating a triple-digit ROI, the company also realized the following: 39% lift over the control group for number of stays; 34% lift over the control group for number of nights stayed; 30% lift over control for revenue generated; 500% lift over the control group applying for the Best Western Rewards MasterCard. Another unexpected finding was the significant savings associated with moving from inserts to onserts. The Ricoh team incorporated the direct mail pieces that had previously been `inserted' in the envelope into the design of the statement. This enabled the marketing team to substantially reduce paper expenses, which contributed to the campaign's ROI. Further, the saving in paper is beneficial to businesses looking for ways to reduce their environ- mental footprint without compromising their profitability or undermining