THE CASE: The American Psychological Association (APA) offers a student affiliate membership program that is reserved for graduate students studying Psychology. They also offer a membership program to professors and teachers of Psychology. Previous marketing efforts to potential members involved single-channel direct mail or email communications used in one-off campaigns. APA was interested in boosting its membership applications as well as increasing overall interest of the benefits of the affiliate program. They were looking for a cross-media approach that would use multiple channels and be easy to respond to on mobile devices. Outside lists were rented from two different sources, both of which included matching postal and email information. The campaign involved Personalized URL links (PURLs) and personalized QR Codes as the primary call-to-action, and an incentive offer was also included for completing a response to APA.
THE RESULT: The overall response rate for the campaign came to 1.87%, with one specific list generating a response that was more than 5x higher than when that same list was used previously in a direct-mail-only campaign to the same target market. Out of the survey completions, 58% of students became members while 36% of students requested more information. 34% of site visitors responded through a mobile device.
MEDIA CHANNELS: Direct Mail, Email, campaign-specific Microsites (both standard and mobile versions), Social Media, QR Codes.