To integrate the communication in the literature environment, a bookmark was designed, the purpose being to create involvement and to encourage voting. The bookmark was placed next to the ordering/cancelling information texts book club magazines. It was also enclosed in packages of ordered books delivered to members. Additionally, due to exceptional circumstances, we were able to place banners designed as bookshelves on book club member sites; the banners were shown to target persons using the online sites'ordering forms.

A precisely targeted and highly involving campaign resulted in 66% more votes than 2003. The increase was achieved in a typically non-responsive high net worth target group and within the same strict budget frame as in 2003.