A Powerful Combination: Nurturing Leads with Automation and Valuable Content Client: Usource Usource, a premier East Coast energy consulting firm, was looking to establish a more proactive lead nurturing strategy for initiating engagement with new prospects and nurturing leads through the sales funnel. The company’s first step was to invest in a new marketing automation platform. The next step was to develop the strategy and content to drive these efforts and best leverage the technology. This is where Responsory stepped in. To help Usource develop a foundation for an ongoing lead nurturing strategy and get the most out of their marketing [...]

Marketing Audit Uncovers a Golden Opportunity for Technical College Client: Waukesha County Technical College WCTC, a long-standing provider of accessible career and technical education in Waukesha County, Wis., needed a fresh perspective on its current marketing efforts. Like many technical and trade schools in the nation, the college was faced with declining enrollment and looking to turn this trend around. Responsory applied our proprietary Direct Branding℠ method to conduct a marketing audit and develop an integrated marketing plan and framework for future campaigns. During this process, we uncovered a key audience insight. WCTC’s marketing efforts were focused on and targeted toward high school-age students. [...]

Unmatched Reach + the Right Offer = 380% ROI Client: Standard Process Standard Process engaged  Responsory to execute a B2B display advertising pilot program targeted at chiropractors who are qualified to be Standard Process customers. The goals for the 6-week Smart Zones  campaign were to build brand awareness among qualified prospects and engage prospects to take a closer look at Standard Process. The nutritional supplement leader, well known for its whole food philosophy, provided its B2B prospect list of which 80% were matched to a known IP address. “The match rates that Smart Zones is able to deliver are unheard of in the industry [...]

Broker Campaign Grants Sales Wishes With 15% Response Rate Client: EyeMed Vision Care Dimensional Mail Meets AI to Create a Lasting Impression EyeMed Vision Care approached Responsory with one wish: Develop an integrated, multichannel campaign to capture the attention of historically cold Broker prospects. The end goal: Encourage these Brokers to consider EyeMed as a top vision benefits solution for their clients. To cut through the clutter and leave a lasting impression, Responsory developed an integrated broker campaign that blended traditional direct response tactics with cutting-edge, digital technology. The “Make a Wish” theme was executed over multiple touches, including a dimensional [...]

Strategic, Integrated PR Program Reaps 11 to 1 ROI Client: Gardner Bender For over 60 years, Actuant's Gardner Bender brand of electrical tools, voltage testers, and wire management products has been a mainstay in the electrical aisle of leading retailers. In addition to professional electricians, contractors and plumbers, these products are used by “do-it-yourselfers” working on projects around the house. As agency of record, we worked with electrical products manufacturer Gardner Bender to launch its first-of-a-kind line of Circuit Alert professional-grade hand tools. The goal? To generate industry-wide awareness for the unique tools, support sales efforts in retail and distributor channels, [...]

Innovative Smart Zones Program Attains the Impossible Client: EyeMed Vision Care How do you market a tailored message to a highly specialized audience segment when you don’t have a customer or prospect list?     When EyeMed Vision Care approached Responsory with this seemingly impossible task, the vision insurer wanted to inform recent retirees of a select employer that they were now eligible for EyeMed vision benefits. The catch? EyeMed did not have access to any identifying information – no names, mailing addresses or IP addresses. . . nothing. All we knew about the audience was the name of their previous employer and their employment status (recent retiree). We knew this was [...]

Integrated Campaign for Voluntary Insurance Client: Delta Dental of Wisconsin Marketing Assistance Kit Generates Healthy Smiles Insurance trends have been moving toward more voluntary (employee-paid) programs, especially for dental and vision insurance. To pursue significant opportunities to boost its voluntary enrollment participation rate within its individual business accounts category, Delta Dental of Wisconsin came to Responsory to create business-to-business and business-to-consumer marketing materials and an online enrollment microsite. The resulting multichannel marketing kit provides agents and employers with communications tools to support education and awareness among employees, makes enrollment convenient and easy, and drives a higher level of participation in [...]

Enticing Digital Work that Elevates the Brand Client: Milwaukee Tool As Milwaukee Electric Tool’s digital agency, Responsory, a Johnson Direct company,  delivered digital strategy, design and execution in the form of well-branded online elements. From SEO counsel and ePR strategies to design and development of custom website features, HTML emails, Flash and static banner ads, our interactive work for Milwaukee Electric Tool enticed action from its heavy duty tool users and further elevated the company’s brand. Each deliverable involved dead-on tactics to showcase a Milwaukee Tool product, an intuitive call-to-action and took our responders to a destination where they could [...]

Oriental Trading Company Banner Ads Get Crafty Client: Oriental Trading Company It’s no secret that veteran teachers spend an average of $500 on classroom supplies every year, and beginner teachers typically spend twice as much (because they don’t have previous year stashes). But how do you reach this highly targeted audience with your marketing campaigns? And most importantly, how do you ensure that your product stands out from the countless competitors? When Oriental Trading Company (OTC), one of the nation’s largest direct merchants of value-priced party supplies, arts and crafts, toys and novelties, was faced with this challenge, they turned to Responsory. We developed a Smart [...]

ACA Enrollment Campaign Earns a Healthy 71% Click to Conversion Rate Client: InHealth Mutual Ohio InHealth Mutual is a nonprofit insurer – a consumer operated and oriented plan (CO-OP) – built for members by members to provide quality, affordable health insurance that is responsive to the needs and wants of all Ohioans. It is different from the traditional insurers given its nonprofit status and focus on individuals and small businesses, which includes a governing board of directors with a members majority. Over a 3.5 month period, our Smart Zones by Responsory campaign goals were to: Increase landing page traffic Generate engagement through landing page link(s) Build awareness of InHealth among specific target audiences Test creatives We targeted millennials and young families in all 88 Ohio counties with two campaigns. For the first month, we ran a pre-enrollment brand awareness campaign to prime our target audiences for action. Display ad audiences were prompted to locate a broker. The remaining 2.5 months, we ran our enrollment campaign and audiences were prompted to get an online quote. PRE-HEAT RESULTS Our pre-enrollment mix of creatives and landing page usability strategies earned a .09% CTR and a 39% click to conversion rate. Remember, a conversion means the user searched for a broker near them. Nearly 4 out of every 10 ad clickers took this action! ENROLLMENT RESULTS The enrollment campaign ads earned 0.11% to .14% CTR - we ran creative tests - with an average of .12% and 71% click to conversion rate. A conversion click means the user used the online quote function on the landing page. So, 7 out of every 10 ad clicks resulted in a get a quote conversion! These outstanding results demonstrate Smart Zones' unusual ability to accurately target audiences and the powerful reach of this cookie-free platform. Request your free Smart Zones by Responsory demonstration today!