Integrated marketing ROI

1. ROI-Based IntegRated BRand stRategy MOdels Typical Average Annual Growth for
Brand Development
Internal Marketing
Media
Research
Direct Mail Advertising/Creative
Public Relations Interactive/Web
Team-Based Brand Mgmt Wilkin Guge Clients:
27%
Financial Institution (8:1 ROI) B2B Automotive (6:1 ROI) Healthcare (7:1 ROI)
Goal: Turnaround decreasing membership to a Goal: Increase overall revenue by 12% from $628 million Goal: Increase website traffic, lead generation by 21%
positive increase. to $703 million. and increase conversions.
Results: Client’s membership went from -14% loss to Results: Exceeded the client’s goal and increased overall Results: 23% increase of leads, and a 36% increase
a positive 8% growth for a total of 22% growth in just revenue by 14% to $714 million. Also achieved 33% in conversions.
the first 6 months. growth over the previous year on specific product lines.
1% 1%
1% 2% 1%
1% 2% 13%
12%
8%
38% 28%
27% 3%
13%
22% 14% 36%
Growth Increase
13% Increase
7% 33%
21% 11% 5%
26% 6% 1%
14% 11% 1%
Educational Institution (5:1 ROI) Conventions and Tourism (6:1 ROI) B2C Manufacturing (4:1 ROI)
Goal: Increase lead generation and increase Goal: Increase awareness and drive leads for Goal: Increase awareness and qualified leads to
matriculation of leads. convention center bookings. grow revenues.
Results: 63% increase of leads, and a 27% increase Results: Increased lead generation by 116% and Results: Increased qualified leads by 15% and the
in matriculation. resulting sales generated an economic impact benefit parent company received increased leads for other
of $25.6 million, a 36% increase over the previous year. products as well.
1% 1% 2%
4% 4%
22% 17% 19% 8%
39%
8%
30%
27% 14% 116% 15% 4%
Increase Increase Increase
4%
23% 32% 4%
4%
20%
1% 1%
11%
13% 5% 4% 5%