The cross media marketing campaign for the Bradford Chamber of Commerce successfully recruited 254 new members in 2010, a 51% increase from the previous year. Utilizing personalized direct mail, e-marketing, and targeted web pages, the campaign engaged 900 businesses and drove immediate responses through real-time tracking of leads. Key incentives and a series of personalized communications enhanced engagement, leading to a notable increase in membership growth for the Chamber.

1. Cross Media Marketing Campaign OverviewClient: Bradford Chamber of Commerce

2. Cross Media Marketing Campaign OverviewClient: Bradford Chamber of CommerceThis campaign contributed to Bradford Chamber of Commerce’s highestlevel of membership recruitment for over 10 years.254 members were recruited in 2010 - 51% more than in 2009.Campaign highlights include:600 visitors to personalised web pages204 follow up appointments arranged

3. Cross Media Marketing Campaign OverviewClient: Bradford Chamber of CommerceThe ChallengeThe aim and objective of the campaign was to ultimately drive Bradford Chamber of Commerce membership growth however we wanted more businesses to register with The Chamber in order to allow them to continue to promote their services.The ApproachAn integrated cross media campaign utilising personalised direct mail , e-marketing and personalised web pages, supported by web advertising, bus/railway advertising, newspaper and social media.The Audience900 specifically targeted businesses in the Bradford area.

4. Cross Media Marketing Campaign OverviewClient: Bradford Chamber of CommerceCampaign MechanicsAn incentive of £10,000 of marketing support was arranged through four Chamber of Commerce sponsors.A series of four direct mail pieces was sent to target businesses over the course of a month. Each direct mail piece was themed with a different message.Each direct mail piece contained a personalised URL which took the respondent to a unique web page, personalised with their business details. The web pages allowed the respondent to enter the prize draw, and also contained information gathering forms.Responses were tracked in real time, allowing Chamber of Commerce representatives to contact prospects immediately.The direct mail campaign was supported with additional generic web pageswhich were publicised on social media and outdoor advertising.

5. Direct Mail

6. Direct MailThe direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).Four individual pieces were sent to each prospect.

7. Name personalisationDirect MailThe direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).Four individual pieces were sent to each prospect.Company name personalisationPersonalised URL

8. Direct MailThe direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).Four individual pieces were sent to each prospect.

9. Direct MailThe direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).Four individual pieces were sent to each prospect.

10. Direct MailThe direct mail piece outlines the key message of the campaign, and the response mechanism (the personalised web page).Four individual pieces were sent to each prospect.

11. Personalised Website

12. Landing PagePersonalised to each individual and related to the direct mail piece received.

13. Name personalisationLanding PagePersonalised to each individual and related to the direct mail piece received.Company name personalisationClick through for competitionand surveys

14. Landing PagePersonalised to each individual and related to the direct mail piece received.

15. Landing PagePersonalised to each individual and related to the direct mail piece received.

16. Landing PagePersonalised to each individual and related to the direct mail piece received.

17. Landing PagePersonalised to each individual and related to the direct mail piece received.

18. SurveySimple survey questions related to the campaign message gave Chamber of Commerce representatives the ability to make a meaningful call

19. Call to actionThe respondent was asked directly about the best way for The Chamber to make contact.

20. Automated sales activity

21. Email to SalespersonThe relevant contact received an immediate lead alert as soon as a prospect had submitted their URL, allowing for instant follow up and contact.

22. Supporting Activity

23. Web Banner– separate URL for trackingWeb Adseparate URL for trackingEmail signatures – separate URL for tracking

24. ResourceBath Lane, Leeds LS13 3ATTel 0113 205 8300sales@resource-ps.co.uk