RSVP Direct Mail Advertising: Connecting Brands with Affluent Consumers

Founded in 1985, RSVP Direct Mail Advertising has carved out a strong reputation in the direct mail marketing sector. The company entered franchising in 1998 and is part of Alliance Franchise Brands LLC.

Based in Plymouth, Michigan, RSVP focuses on providing premium direct mail campaigns that help local businesses reach affluent households. Its core service revolves around curated luxury card packs that showcase products and services in the home and lifestyle categories.

The brand’s mailings are crafted to target the top 20% of income-earning homeowners, offering businesses an efficient and affordable way to engage with a high-spending audience. This proven model has resulted in impressive performance, with client renewal rates consistently reaching 70-80% each year.

Training

The RSVP franchise provides a detailed and layered training program to prepare franchisees for operating their businesses. Here’s a numbered summary of the training:

1. Initial Training Program
   Franchisees and up to two people attend an initial training program lasting up to five days, which can be virtual or in-person at Alliance University in Plymouth, Michigan, or another designated location. Before this classroom portion, they complete up to five days of self-paced learning sessions to cover foundational knowledge.
2. Classroom and Hands-On Training
   The program includes classroom instruction covering marketing, sales, production processes, and operational tools, combined with hands-on training. Topics range from developing marketing plans and executing luxury card pack production to mastering ad design and mailing schedules.
3. Opening Assistance
   Within the first 90 days of operation, RSVP provides up to three days of virtual opening assistance to help franchisees apply what they’ve learned in real-time. This support ensures that the business launches smoothly and confidently.
4. Ongoing and Additional Training
   Franchisees and their managing owners are required to attend annual meetings and may be asked to complete up to two additional training courses each year. RSVP may also charge reasonable fees for training new managing owners or employees if needed.
5. Training Materials and Online Resources
   Franchisees receive access to the online learning center, digital operations materials, and a communications portal. These resources allow ongoing learning and provide updates on operational best practices.

Territory Protection

The RSVP franchise grants franchisees a “Protected Territory,” typically with a circulation range between 50,000 and 200,000, where no other RSVP franchise will be operated or granted.

However, the franchisee’s retention of this protected territory depends on meeting specific performance benchmarks, such as gross sales thresholds and minimum mailing requirements. Failure to meet these standards for two calendar years may lead to territory reduction or even termination of the agreement.

Despite this protection, the RSVP franchise allows certain overlaps: other RSVP franchisees can market to customers within your protected territory, and you may also market to customers in theirs, though you are restricted from publishing mailers outside your designated area.