November 2009

Rollins sought to maintain the success of its experiential information sessions. They wanted to increase brand awareness and to extend post event interaction with prospects. The program also wanted more accurate post-campaign reporting and analysis.

 

Our first project with the Rollins MBA and its new marketing director, Archipelago audited previous advertising campaigns, collateral materials, attendance and attendee surveys to fully understand the school's previous efforts. Together, we established benchmarks of success.

 

The school had done a solid job of building awareness of information sessions through traditional advertising channels. Tactics were very broad and messages were delivered through one-way channels.

 

Archipelago identified a proven target audience and crafted a new marketing plan to reach them directly and with more frequency. Digital, social media and guerrilla tactics encouraged interaction with the brand and simplified the RSVP process for prospects.

 

Information sessions have maintained their attendance goals with 10% of the previous amount spent on media. Unspent budget can be reallocated to strengthen general awareness campaigns. The school is building and maintaining in-roads to prospects like never before and campaign reporting is more detailed, truer and timely than with past campaigns.

 

 

visit the site →