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]