INTERACTIVE INCENTIVES USED TO INFORM, GENERATE LEADS, AND MEASURE CAMPAIGN’S ROI
Media Services was looking to retain and strengthen its position as the leading commercial payroll service provider, which required counteracting certain misperceptions in the marketplace. Media Services needed to educate existing clients and prospects on the importance of looking beyond short-term offers for long-term value.
The challenge was reaching prospects in a highly saturated market and engaging them long enough to convey several complex concepts, including how they benefited by Media Services’ prudent approach to managing its business and terms with clients.
To ensure the company’s message reached its target audience consistently over time, Straightline Communications recommended an aggressive, cohesive, and integrated campaign that would:
- Develop a more informed audience who would be more receptive to the company’s messaging.
- Enhance Media Services’ corporate image.
- Retain current clients and build customer loyalty.
- Reach out and attract new commercial clients.
- Generate quality leads for Media Services’ sales team and maintain top of mind awareness.
- Establish a built-in system to measure ROI and overall campaign effectiveness.
The campaign we launched incorporated print and online advertising with direct mail, electronic communications, and public relations. The direct mail portion of the commercial campaign was designed to reinforce the messaging of our trade print and online advertising. We then further reinforced the messaging with a series of press releases, feature stories, and bylined articles in various trade publications and online channels.
All advertising and direct mail pieces pointed prospects to specially designed landing pages on Media Services’ website, allowing us to monitor responses from each channel to determine ROI and fine tune future campaigns. The landing pages were designed with various interactive incentives to ensure key messages were read. Prospects were incentivized with various products and informational tools to provide their contact information for follow up.