Montvale, NJ (January 17, 2003) -- The right email list, proper messaging, and a bit of creative thinking turned a holiday greeting into a highly effective branding and awareness tool for the Institute of Management Accountants.

The IMA in December sent a text e-mail holiday greeting to over 44,000 of its members. The e-mail contained a link to a Webs ite with a Flash-animated snow globe that contained holiday messaging as well as the IMA logo ( Users were also prompted to make their own globes and pass them on to friends and colleagues. Nearly one-third of those that received the e-mail went to the link. Within the first 24 hours after the e-mail was sent out, 4,000 IMA members forwarded the link. All told, IMA members spread this message to 7,335 friends and business associates.

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