OUR WORK
CONVENIENCE STORE
A Convenience Store Chain needed to drive more traffic to stores. The goal of the campaign was to determine if direct mail is a cost-effective medium for increasing store traffic and to kick-start the loyalty marketing program by collecting engaged consumers that can continuously be marketed to. A 3-phase test was established with the idea of testing offer, format and audience to develop a champion program that could be used to effectively drive traffic to stores. A bar-code tracking mechanism was put in place to measure response and build a customer loyalty database for responders. The campaign resulted in identifying the offer and format that resulted in the highest redemption rate (over 10%) and was the most cost-effective at successfully driving store traffic and creating a loyalty database.
BANKING
A financial services chain needed to generate consistent year over year revenue with less marketing expense. The goal was to profile existing customers by revenue stream to determine most/least profitable and optimize marketing efforts by eliminating targeting to lower performing segments based on profitability and life-time value indicators. A test utilizing Neilsen’s Prizm Lifestyle Segmentation System to cluster similar customers together and measure response of each segment in terms of different types of accounts (money market/checking/cd’s, etc) and test different creative to each audience. Apply same segmentation strategy to business to business acquisition strategy using SIC code clustering/creative strategies. The campaign identified the least profitable segment and reduced marketing expense without negatively impacting revenue. Creative was adjusted to each key audience that was more profitable to improve response. Finally, the campaign resulted in significant improvement in B2B efforts by identifying key SIC groups/sales volumes that resulted in the highest response rates.
HIGHER EDUCATION
Business Issue: A higher education institution needed to drive enrollment for their Executive MBA program that showed increase over prior year. The goal was to lower the cost per student acquisition by using multiple channels to reach prospects and to develop a more cost effective prospecting mechanism for acquiring out of market students to on-line programs. A test that utilized a combination of on-line and off-line media to drive traffic and measure response was implemented that optimized paid social and paid search by measuring the effectiveness of campaigns to generate response to high-value events. Targeted email campaigns were used for out of market prospecting and tracking was used to define the best creative/subject line strategy based on response. Highly targeted direct mail programs were implemented for the local market audience and response was measured to track effectiveness. The media program resulted in driving traffic to the web site and increasing application fulfillment and final enrollment processing. Media was optimized based on response over time to more effectively utilize the marketing budget to increase enrollment applications. Multi-channel programs resulted in exceeding targeted class sizes for all major programs at a lower cost per enrollment than previous years.