The Practice Group held a regular in-house seminar for clients and prospective clients. Their goal for an upcoming seminar was to increase attendance. We worked with their team to develop and implement a program focusing on boosting attendance using a tailored personalization strategy. We segmented target invitation lists, grouping them based on the attorney who had a relationship with the invitee. Each invitation had a handwritten note signed by the relationship “holder,” or with the signature of the partner-in-charge. This was preceded and followed up by email invitations and phone calls, again segmented by relationship.