Online Training Site Achieves 47% Response rate
Dec 18, 2007
NewsU is a nonprofit entity that provides online training for journalists and journalism students. It sought to create awareness of News University and extend the reach of the organization.
The campaign targeted college journalism professors attending an annual journalism education conference. NewsU contacted attendees with a pre-conference mailing, inviting them to register at newsu.org, print out their registration form and redeem it at the NewsU Cafe for a free gift. On-site at the conference, Cafe visitors who had pre-registered were allowed to choose a free gift from among three different imprinted items: a stainless steel coffee mug, a magnetic memo stand, and a journal book and pen.
As attendees and professors left the registration area, they received their own NewsU memory band, a bright orange rubber bracelet containing a working USB flash drive pre-loaded with NewsU marketing material for registering at the NewsU website. They also signed a pledge card, promising to talk to their journalism students about the benefits of NewsU.
The 768 attendees who completed an on-line registration represented 47 percent of the total conference attendance! This became News U's largest ever one-week registration drive. The campaign exceeded the client's “in my absolute, wildest dreams” goal of 500.</p