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Strategy
We needed to develop a marketing plan that would afford a large reach in the 18-24 Toronto market and at the same time supply direct elements to reach a more specific prospective design student audience.
We needed to define a clear brand position.
We also needed to design a process that would channel traffic to a lead generator, and track this traffic by media channel. Traffic converted to leads would then need to be qualified through a registration process, and synched to the client CRM tool in real-time.
The need to track response for all media channels (outdoor media and print to deliver on the large reach aspect of the plan; DM, email, search engine optimization, and online media to address the direct elements), lead us to the idea of using a positioning statement to create a unique hosted URL that would turn inbound traffic from the multitude of media points into leads…
and leads into enrolled students. The strategy also called for a lead conversion plan using traditional DM and email marketing to convert these leads through open-house events developed for the school.
To address all of these criteria, www.wherecreativitygoestoschool.ca [slide 01] was developed.
Strategy [continued] >
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