The campaign developed by the relationship marketing consultancy aims to boost the Trinity Mirror-owned newspaper's readership by growing its direct delivery programme.
Warl i-Sight will use direct marketing and telemarketing, supported with data analysis, in an integrated CRM programme involving neighbour-get-neighbour schemes and support for the newspaper's salespeople in their interaction with direct delivery customers.
As well as focusing on regular readers, the campaign will target infrequent readers through added-value schemes and activity based around the newspaper's overall promotional theme "Birmingham's Best".
Gerry Abram, Warl i-Sight managing director, said: "Local communities are changing and evolving, and people are faced with ever-increasing demands on their time. This presents a real challenge to all regional press which need to focus more intensively than ever before on maintaining and developing their customer relationships."
He added that the initiative is a signal that the Birmingham Evening Mail is determined to stay ahead of the game by using innovative direct marketing activity to grow sales.
"For Warl i-Sight, it has been one of those unusual and rewarding projects where we have been closely involved at every stage of the process," he said.
The campaign has been enabled by the Birmingham Evening Mail's new data warehouse, which has been built and installed by Warl i-Sight.
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