Bradford Chamber Case Study

Cross Media Marketing Campaign OverviewClient: Bradford Chamber of Commerce

Cross Media Marketing Campaign OverviewClient: Bradford Chamber of Commerce

This campaign contributed to Bradford Chamber of Commerce’s highestlevel of membership recruitment for over 10 years.

254 members were recruited in 2010 - 51% more than in 2009.

Campaign highlights include:600 visitors to personalised web pages204 follow up appointments arranged

Cross Media Marketing Campaign OverviewClient: Bradford Chamber of Commerce

The Challenge

The aim and objective of the campaign was to ultimately drive Bradford Chamber of Commerce membership growth however we wanted more businesses to register with The Chamber in order to allow them to continue to promote their services.

The Approach

An integrated cross media campaign utilising personalised direct mail , e-marketing and personalised web pages, supported by web advertising, bus/railway advertising, newspaper and social media.

The Audience

900 specifically targeted businesses in the Bradford area.

Cross Media Marketing Campaign OverviewClient: Bradford Chamber of Commerce

Campaign Mechanics

An incentive of £10,000 of marketing support was arranged through four Chamber of Commerce sponsors.

A series of four direct mail pieces was sent to target businesses over the course of a month. Each direct mail piece was themed with a different message.

Each direct mail piece contained a personalised URL which took the respondent to a unique web page, personalised with their business details. The web pages allowed the respondent to enter the prize draw, and also contained information gathering forms.

Responses were tracked in real time, allowing Chamber of Commerce representatives to contact prospects immediately.

The direct mail campaign was supported with additional generic web pageswhich were publicised on social media and outdoor advertising.

Direct Mail

Direct Mail

The direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).

Four individual pieces were sent to each prospect.

Direct Mail

The direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).

Four individual pieces were sent to each prospect.

Name personalisation

Company name personalisationPersonalised URL

Direct Mail

The direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).

Four individual pieces were sent to each prospect.

Direct Mail

The direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).

Four individual pieces were sent to each prospect.

Direct Mail

The direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).

Four individual pieces were sent to each prospect.

Personalised Website

Landing Page

Personalised to each individual and related to the direct mail piece received.

Landing Page

Personalised to each individual and related to the direct mail piece received.

Name personalisation

Company name personalisationClick through for competition

and surveys

Landing Page

Personalised to each individual and related to the direct mail piece received.

Landing Page

Personalised to each individual and related to the direct mail piece received.

Landing Page

Personalised to each individual and related to the direct mail piece received.

Landing Page

Personalised to each individual and related to the direct mail piece received.

Survey

Simple survey questions related to the campaign message gave Chamber of Commerce representatives the ability to make a meaningful call

Call to action

The respondent was asked directly about the best way for The Chamber to make contact.

Automated sales activity

Email to Salesperson

The relevant contact received an immediate lead alert as soon as a prospect had submitted their URL, allowing for instant follow up and contact.

Supporting Activity

Web Banner – separate URL for tracking

Web Adseparate URL for tracking

Email signatures – separate URL for tracking

ResourceBath Lane, Leeds LS13 3ATTel 0113 205 [email protected]