|Challenge: How to promote an online training service to generate awareness and gain students.
A non-profit organization that specializes in online training for journalists and journalism students was looking for a way to increase student enrollment in their courses.
Solution: A promotional products campaign featuring a free gift and a flash drive was implemented at an education conference.
The campaign indirectly targeted students by targeting college journalism professors attending an annual journalism education conference. The organization contacted attendees with a pre-conference mailing, inviting them to register at the site, print out their registration form and redeem it for a free gift. On-site at the conference, pre-registered visitors were allowed to choose a free gift from among three different imprinted items: a stainless steel coffee mug, a magnetic memo stand and a promotional notebook. As attendees and professors left the registration area, they received their own logo-imprinted memory band, a bright orange rubber bracelet containing a working 64 MB USB flash drive pre-loaded with marketing material for registering at the website and signing a pledge card, promising to talk to their journalism students about the benefits of the organization.
Result: The campaign grabs the attention of more professors than expected.
The 768 attendees who completed an on-line registration represented 47 percent of the total conference attendance, becoming the largest ever one-week registration drive for the client!
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