NIIT is one of the Top 5 managed training services providers worldwide. Despite its global presence and successes in the U.S. over the last 15 years, it still lacks brand recognition in the U.S. marketplace. NIIT looked to MLT for its frst-ever comprehensive marketing campaign in the U.S. market, with the challenge of further establishing the company across two key verticals: Corporate and Higher Education. The resulting campaign utilized email, print advertising, banner ads, social media and event marketing.

1. CASE STUDY
Content Marketing Campaign
The NIIT Transformation Campaign

2. The 2010 NIIT “Transformation Campaign”
Opportunity
NIIT is one of the Top 5 managed training services providers
worldwide. Despite its global presence and successes in the
U.S. over the last 15 years, it still lacks brand recognition in
the U.S. marketplace—especially in the face of signicant
competition. Its solutions are comprehensive and
transformational, and priced accordingly, so the value
of qualied leads is noteworthy.
NIIT looked to MLT for its rst-ever comprehensive marketing
campaign in the U.S. market, with the challenge of further
establishing the company across two key verticals: Corporate
and Higher Education. In preliminary discussions, the NIIT team
acknowledged a reputation for aggressive, sales-oriented
messages, originating from its proven competence and
its network of accomplished industry thought leaders.
This discovery was important as the team developed
a robust content marketing solution.
Solution
The resulting campaign utilized email, print advertising, banner ads, social media
and event marketing.
■ The campaign leveraged NIIT thought leadership in the form of rich content
offerings—white papers, podcasts, case studies—which represented a new
marketing model for the company.
■ With relationship-building and lead nurturing at the heart of the effort, even the
calls to action shifted from traditional sales messages to invitations to engage
with relevant, objective content.
■ MLT developed a content library (The NIIT Resource Center) that served at the
main hub for accessing various content offers. Content was a combination of
existing and repurposed resources.
■ The campaign’s “Transformation” theme resonated with ROI minded audience
members, and aligned well with the expert content offers.
■ The email protocol used for content delivery provided additional contact points to offer
additional, relevant free content—and users indeed returned to the Resource Center.
The bulk of the campaign was tracked through Eloqua, allowing accurately reporting of successful
results so far, including 69% offer page to conversion, and a 200% increase in asset consumption
in the campaign’s rst 60 days. Lead generation has improved more than 100% across both
verticals as the campaign continues to build momentum through the year.
www.ml tcreat ive.com CASE STUDY

3. Request our FREE White Paper:
Accelerating Impact
Through Alternative Sourcing Models -
A Primer on “Managed Training Services”
To receive this White Paper, please provide the following information and click “Submit”.
Name*
Email*
What is the single greatest challenge
facing your team this fiscal year?
Confirm Email*
Please send me your FREE
White Paper.
Phone
Company
Title
* Required Data
Submit
NIIT Corporate Vertical
Trade Ad Offer Landing Page
Thank you for your interest in the FREE White Paper:
Accelerating Impact
Through Alternative Sourcing Models -
A Primer on “Managed Training Services”
Your White Paper will be delivered to the email inbox you provided on the order form.
More Educational Resources:
If you like the White Paper, you may also enjoy [variable suggestion here], available at the NIIT Resource Center.
Read Our Quarterly Newsletter:
To learn more about learning and development from NIIT’s experts and clients, subscribe to “The Dialogue” newsletter.
Spam Filter Note: The White Paper you requested will be delivered from: ResourceCenter@NIIT.com
To contact an NIIT representative, call 770-290-6064 or send us an email.
Offer Thank You Page
www.ml tcreat ive.com CASE STUDY

4. NIIT Corporate Vertical
THANK YOU: White Paper Request From NIIT
Dear [Name]:
Thank You for your interest in our White Paper, Accelerating Impact Through
Alternative Sourcing Models - A Primer on “Managed Training Services”.
While you are waiting, you may also want to check out [variable suggestion here], available at the NIIT Resource Center.
You are also invited to subscribe to our quarterly newsletter, “The Dialogue,” where you will find articles, research and in-depth
insights for learning and development.
At NIIT, training is our business and our passion—so we are pleased to share resources and perspectives to help you make
the most of your training initiatives. Your White Paper is on the way.
Best Regards,
Kimberley Kelly
770-290-6064
Interim Email
Document Delivery Email
RESPONSE: The White Paper You Requested
WhitePaper_Accelerating_Business_Impact.pdf (1,078 KB)
Dear [Name]:
Per your request, we are sending you the attached White Paper, Accelerating Impact Through
Alternative Sourcing Models - A Primer On “Managed Training Services”. This paper
addresses the increasing need for optimizing operations, and the constraints and advantages
of specific sourcing models.
If this White Paper prompts questions or ideas that you would like to discuss, we invite you to
contact us. And if you might benefit from other topical resources, please visit the NIIT Resource Center.
NOTE: The attached document is a PDF file for which you will need Adobe Acrobat Reader to view.
If you see no attachment, please reply to this email and we will either resend it or provide the document
by other means.
Thank you for contacting NIIT and requesting this White Paper. We hope you find it useful.
Best Regards,
Kimberley Kelly
770-290-6064
www.ml tcreat ive.com CASE STUDY

5. NIIT Resource Center Landing Page
Welcome to the NIIT Welcome to the NIIT R Reseosuourcrec eC Cenentetrer
Thank you for joining us in the Resource Center. Below, you’ll find a special selection of insightful tools to help with your
next training initiative. Bookmark this page and return to view updates, and if you have questions please contact us..
Case Study
Find out how NIIT's award-winning learning administration
solution for electronic giant, Philips, helps optimize learning
operations across 80 countries with a unified service
framework.
Download
White Papers
Learning Administration
This White Paper shows you how to leverage outsourced
learning administration through a variable cost structure.
Download
Ensuring Business Impact from Learning
NIIT’s Critical Mistake Analysis methodology ensures
measurable business impact from training.
Authors: Dr. Chip Cleary and Dr. Gregg Collins
Download
Learn more - visit www.niit.com
Subscribe to Our
Newsletter
Listen to Our
Podcasts
Watch Our
Videos
Learn More About
Managed Training
Services
Direct Mail Postcard
NIIT Corporate Vertical
www.ml tcreat ive.com CASE STUDY

6. NIIT Higher Education Vertical
OFFER
LANDING
PAGE
SOCIAL MEDIA
PR
BLOG
THANK YOU
SCREEN
INTERIM
EMAIL
DOCUMENT
DELIVERY
EMAIL
Custom URL
SUBMIT
TELEMARKETING
Complete opt-in
on behalf of caller
10 MINUTES
30 MINUTES
• Sets up expectations for delivery
- Link to NIIT website/Higher Education
- Sign up for our newsletter
• Announces that document is on its way
But while you’re waiting:
- Link to NIIT website/Higher Education
- Sign up for our newsletter
• PDF document attached
- Link to NIIT website/Higher Education
- Sign up for our newsletter
NIIT Website/
Higher
Education
DOWNLOAD
THANK YOU
SCREEN
NEWSLETTER
REGISTRATION
SUBMIT
THANK YOU
SCREEN
TRADE
AD
Campaign Interaction Sequence
www.ml tcreat ive.com CASE STUDY

7. NIIT Higher Education Vertical
Half Page Trade Ad
As academic institutions encounter the greatest enrollment and retention
challenges ever, NIIT helps transform the student experience to meet the needs of
this new marketplace. Starting as a campus 29 years ago, we’re now a global
leader in integrated learning solutions—working with both public and private
institutions to grow enrollment, increase retention and impact student success.
Program Development. Speed time to market of next-generation programs
using our Gaming and Simulation programs.
Learning Technologies. Transform the student experience and learning
with vLabs, our true, hands-on virtual lab technology.
Student Services. Increase retention and improve student pass percentage
with our Adaptive Remediation and Tutoring Services.
Download our FREE White Paper,
Transform the Classroom, to learn more about leveraging
concepts of virtualization to deliver student labs and online
assessments: www.niit.us/content/Classroom
White Paper Cover
Offer Landing Page
Offer Thank You Page
www.ml tcreat ive.com CASE STUDY

8. NIIT Higher Education Vertical
THANK YOU: White Paper Request From NIIT
Dear [Name]:
Thank You for your interest in our White Paper, TRANSFORM THE CLASSROOM:
Student Labs and Online Assessments.
While you are waiting, you may also want to check out our selection of White Papers and Case Studies at the
Higher Education section of the NIIT website.
You are also invited to subscribe to our quarterly newsletter, “The Dialogue,” where you will find articles, research and in-depth
insights on integrated learning solutions.
At NIIT, impacting student success is our business and our passion—so we are pleased to share resources and perspectives
to help you make the most of your initiatives. Your White Paper is on the way.
Best Regards,
Kimberley Kelly
770-290-6064
Interim Email
Document Delivery Email
RESPONSE: The White Paper You Requested
WhitePaper_Virtual_Classroom.pdf (1,078 KB)
Dear [Name]:
Per your request, we are sending you the attached White Paper, TRANSFORM THE CLASSROOM:
Student Labs and Online Assessments. This white paper reveals how colleges and universities
can leverage virtual technology to improve operational efficiencies, reduce overhead and
technology-related expenses, and position themselves as leaders in the higher education sector.
If this White Paper prompts questions or ideas that you would like to discuss, we invite you to contact us.
And if you might benefit from other topical resources, please visit the Higher Education section
of the NIIT website.
NOTE: The attached document is a PDF file for which you will need Adobe Acrobat Reader to view.
If you see no attachment, please reply to this email and we will either resend it or provide the document
by other means.
Thank you for contacting NIIT and requesting this White Paper. We hope you find it useful.
Best Regards,
Kimberley Kelly
770-290-6064
www.ml tcreat ive.com CASE STUDY

9. NIIT Higher Education Vertical
TRADESHOW
ATTENDEE
LIST
PRE-SHOW
POSTCARD
ORDER
EBOOK
ONLINE
THANK YOU
SCREEN
BUSINESS CARD
READER/DATA
ENTRY FROM
BOOTH CARD
CCA SHOW
GUIDE AD
CCA CONFERENCE
AND EXPO
BOOTH
POSTCARD
(eBook Offer)
POST-SHOW
EMAIL
BUSINESS
CARDS
($200 in Chips)
RESULTING DATA
(NAME, EMAIL, ETC.)
ASSEMBLY OF
POST-SHOW
LIST
Tradeshow Contact/Data Flow
www.ml tcreat ive.com CASE STUDY

10. Pre-show Direct Mail
Join NIIT at Booth 902 -
CCA Convention and Expo
NIIT (USA) Inc.
1050 Crown Point Parkway
5th Floor
• Experience vLabs. Stop by to see our next-generation Atlanta, GA 30338
technologies in action.
• Receive a Free eBook. Transform Higher Education is an insightful
compilation of white papers by key thought leaders with perspectives
on impacting enrollment and reducing student attrition.
• Win an iPad. Your eBook request is an automatic entry to win an iPad.
• Help Your “Winning Hand”. It’s Vegas! So each day of the Expo,
we’ll give away $200 in Palazzo Hotel gaming chips.
To pre-order our FREE eBook, go to:
www.niit.us/content/eBook.
Full Page CCA Guide Ad
eBook Cover
NIIT Higher Education Vertical
As academic institutions encounter the greatest enrollment and retention challenges ever, NIIT
helps transform the student experience to meet the needs of this new marketplace. Starting as
a campus 29 years ago, we’re now a global leader in integrated learning solutions—working
with both public and private institutions to grow enrollment, increase retention and impact
student success.
Join NIIT at Booth 902
CCA Convention and Expo
• Experience vLabs. Stop by to see our next-generation
technologies in action.
• Receive a Free eBook. Transform Higher Education
is an insightful compilation of white papers by key thought
leaders with perspectives on impacting enrollment and
reducing student attrition.
• Win an iPad. Your eBook request is an automatic entry
to win an iPad.
• Help Your “Winning Hand”. It’s Vegas! So each day of the
Expo, we’ll give away $200 in Palazzo Hotel gaming chips.
www.ml tcreat ive.com CASE STUDY

11. NIIT Facebook Business Page
Booth Card
NIIT Higher Education Vertical
Request Our
FREE eBook
and enter to win
an Apple iPad!*
Request Our Free eBook
Transforming Higher Education - Innovative Insights on Building
Enrollment, Increasing Retention and Impacting Student Success
The realities of decreasing student enrollment and higher attrition rates place more
pressure than ever before on academic institutions to employ innovation solutions.
NIIT’s Transforming Higher Education eBook is an insightful assembly of white
papers by notable industry thought leaders that highlights practical innovations
you can leverage now. Request our eBook today and discover new possibilities
for impacting student success.
Complete and submit this form to request your FREE eBook
and you will be automatically entered to win an Apple iPad.*
Thank you for your interest in our FREE eBook:
Transforming Higher Education
Innovative Insights on Building Enrollment,
Increasing Retention and Impacting Student Success
You can expect delivery by August 2010 to
the email inbox you entered on the order form.
We encourage you to visit the Higher Education section of the
NIIT.com website for white papers, case studies and other resources.
FREE eBook can also be ordered online at:
www.niit.us/content/eBook
Name:
Title:
Institution:
Email:
Phone:
* iPad winner will be selected in a drawing on the nal day of the Expo.
Entrants need not be present to win.
www.ml tcreat ive.com CASE STUDY

12. NIIT Higher Education Vertical
Tradeshow Booth
www.ml tcreat ive.com CASE STUDY

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