Allstream uses events to build relationships with their best customers and prospects. To market an invitation-only speakers series to this group, we were engaged to develop a brand for this program. With the naming, look and feel and voice established, we applied it to a variable campaign to launch the inaugural lecture, a speaking engagement by Robert Kennedy Jr. The campaign used a combination of save-the-date emails and dimensional direct mail to drive the target to a micro-site to register to attend.
The invitation had a ticket attached that had to be registered online to be valid and a transit token reinforcing the theme of environmental responsibility. Part of the invitation was a message in a bottle from the planet to further stress the need for green policies.
Water bottle attached to invitation
Variable micro-site to register
When the recipient entered the micro-site to register, they were greeted by name, and the system accepted their registration and validated their ticket. Post-conference, the attendee received a link back to the site which, at this point, was now displaying a video highlight reel and posed a survey that they were encouraged to respond to for their keepsake book.
Email and personal follow-ups
Upon RSVP-ing, the target received a series of trigger emails that built anticipation until the night of this exclusive event. The Allstream sales force was also engaged, with a kick-off event introducing the campaign to them, an internal poster campaign and a series of emails designed to keep the event top-of-mind and keep them engaged with their customers and prospects. After the event, we arranged for the sales rep to deliver a copy of Kennedy’s book as a keepsake. This provided them with the opportunity to circle back with the customer. At this point of the campaign, all imagery had changed from stark industrial to idyllic nature images.