ChallengeThe American Society for Training and Development (ASTD), a worldwide leader in workplace learning and performance, was looking for a way to reach its members with more pertinent and targeted information that would drive registrations to its seminars and conferences. ASTD’s goal was to improve on the two percent response rate they were getting from their marketing campaigns and translate responses into registrations.
Solution CGXSolutions designed a multi-layered campaign that incorporated e-mail, print and personalized websites to create communications that are highly effective because they are highly targeted. Using a “personal touch tree,” the campaign incorporated information from recipients’ responses at each stage, enabling ASTD to increase the degree of personalization and determine the best way to “touch” prospective registrants with additional communications.
The campaign began with an e-mail message, personalized to each recipient’s level of membership, that drove members to personalized websites where they were invited to register or request additional information specific to their interests. Those who did not register received a personalized marketing piece by mail directing them back to the URL, which had been personalized further using information obtained in the previous steps.
Result When ASTD used the CrossMedia campaign to promote its national convention to a total database of 16,632 contacts, results were dramatic. Despite a very short window for execution, response rates jumped from a historical level of under two percent to 15 percent, and 237 respondents registered for the event. ASTD’s total investment for programming and print was only 10 percent of the revenue generated by the campaign.
