SlideShare a Scribd company logo
1 of 15
Using Email BEFORE
   your campaign

     Russ Vine
    Managing Director
        Junior

                      EMSA 2011 | Innovation and Inspiration
                October 19 | Brisbane Powerhouse | Queensland
Background

•   Queensland Teachers Credit Union
•   Formed 1965
•   Nicer way to bank/lend money
•   Gets popular
•   Makes huge fuss it’s not just for teachers
•   Uncovers odd problem
•   Fixes problem with innovative campaign
•   As explained by this short video…




                                          EMSA 2011 | Innovation and Inspiration
                                    October 19 | Brisbane Powerhouse | Queensland
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland
So how the hell did we come up with that?

• Best explained when the campaign is reviewed using
  traditional case study headings:
   –   Problem
   –   Insight & Strategy
   –   Creative Solution
   –   Results




                                      EMSA 2011 | Innovation and Inspiration
                                October 19 | Brisbane Powerhouse | Queensland
Problem

•   1,700 schools in Queensland.
•   Only 1,500 teachers in the database.
•   Modest budget.
•   No hero rate or hot offer to lead with.
•   Finance = Low interest category.
•   ‘Nice’ brand values.




                                           EMSA 2011 | Innovation and Inspiration
                                     October 19 | Brisbane Powerhouse | Queensland
Strategy

• Reaching teachers not the problem
  but signing them up on the spot
  unlikely.
• Developed a strategy to create an
  ‘opted in database’ rather than aim
  for ‘ready to go leads’.
• Win win would be if we could
  improve awareness and image
  along the way.



                                        EMSA 2011 | Innovation and Inspiration
                                  October 19 | Brisbane Powerhouse | Queensland
Insights

• Teachers have a very high sense of
  professional identity.
• Teachers are in their most teacherly
  mode when they are together
• Where to get them all in one place?
  Schools!
• Where to get them thickest on the
  ground? The staffroom!!




                                        EMSA 2011 | Innovation and Inspiration
                                  October 19 | Brisbane Powerhouse | Queensland
Creative Solution – Part II

• So we want talk money, to
  teachers, in their staffroom.
• So lets offer them a cash prize.




                                           EMSA 2011 | Innovation and Inspiration
                                     October 19 | Brisbane Powerhouse | Queensland
Creative Solution – Part II

• So we want talk money, to
  teachers, in their staffroom
• So lets offer them a cash prize.
• So lets offer them a cash prize to
  make over their staffroom.




                                           EMSA 2011 | Innovation and Inspiration
                                     October 19 | Brisbane Powerhouse | Queensland
Creative Solution – Part II

• So we want talk money, to
  teachers, in their staffroom
• So lets offer them a cash prize.
• So lets offer them a cash prize to
  make over their staffroom.
• So lets offer them a cash prize to
  make over their staffroom
  depending on the most votes they
  can raise!



                                           EMSA 2011 | Innovation and Inspiration
                                     October 19 | Brisbane Powerhouse | Queensland
Creative Solution – Part III

• Adopt a fund raiser mentality.
• Create a sense of competition
  around the competition.
• Email participants with updates of
  who else is doing what else to raise
  votes.
• Provide leaderboards and ‘tips’.




                                           EMSA 2011 | Innovation and Inspiration
                                     October 19 | Brisbane Powerhouse | Queensland
Creative Solution – Part I (The Prequel!!)

• What else could we do to give the
  promotion a little zip?
• To research a mega staffroom is to
  trawl for ‘best staffroom in the world’
   – Which reminded us of all those ‘you’ve
     got to check this out’ emails that people
     love to send you.
   – Especially when they relate somehow to
     your job!




                                              EMSA 2011 | Innovation and Inspiration
                                        October 19 | Brisbane Powerhouse | Queensland
And a ‘pre campaign’ primer email was born

• Sent to 40 or so teachers in the first
  instance.
• Breaks every rule in the social
  media code of conduct.
• Produced exactly as any ‘normal’
  person might produce it.
• Except it is a complete fabrication!!




                                          EMSA 2011 | Innovation and Inspiration
                                    October 19 | Brisbane Powerhouse | Queensland
The results

• 1024 out of 1700 schools in Queensland participated.
• Number of teachers on QTCU database rose from 1,500
  to just over 17,000.
• Over a million consumers exposed to messaging.
• 40,000 unique votes cast.




                                       EMSA 2011 | Innovation and Inspiration
                                 October 19 | Brisbane Powerhouse | Queensland
And if there is a moral to this case study

• Email is a brilliant marketing channel.
• But it is also a way of life.
• Our original computer enabled means to disseminate the
  things that make us smile or think of someone else.
   – More personal then facebook
   – Certainly more permanent
   – And (for professionals at least) viewed more often




                                              EMSA 2011 | Innovation and Inspiration
                                        October 19 | Brisbane Powerhouse | Queensland

More Related Content

Similar to Using email BEFORE your campaign | EMSA 2011

Beyond the blast | EMSA 2011
Beyond the blast | EMSA 2011Beyond the blast | EMSA 2011
Beyond the blast | EMSA 2011
Vision6
 
Kirk Hallam Nursery School
Kirk Hallam Nursery SchoolKirk Hallam Nursery School
Kirk Hallam Nursery School
TonyCassidy
 
Customer service as an extension of your brand
Customer service as an extension of your brandCustomer service as an extension of your brand
Customer service as an extension of your brand
Libby Post
 

Similar to Using email BEFORE your campaign | EMSA 2011 (20)

Its not spam but are you cooking bacn | EMSA 2011
Its not spam but are you cooking bacn | EMSA 2011Its not spam but are you cooking bacn | EMSA 2011
Its not spam but are you cooking bacn | EMSA 2011
 
Beyond the blast | EMSA 2011
Beyond the blast | EMSA 2011Beyond the blast | EMSA 2011
Beyond the blast | EMSA 2011
 
Simplifying your event management through email marketing | EMSA 2011
Simplifying your event management through email marketing | EMSA 2011Simplifying your event management through email marketing | EMSA 2011
Simplifying your event management through email marketing | EMSA 2011
 
Using email to retain business customers | EMSA 2011
Using email to retain business customers | EMSA 2011Using email to retain business customers | EMSA 2011
Using email to retain business customers | EMSA 2011
 
Innovative use of email marketing for increased profitability | EMSA 2011
Innovative use of email marketing for increased profitability | EMSA 2011Innovative use of email marketing for increased profitability | EMSA 2011
Innovative use of email marketing for increased profitability | EMSA 2011
 
IIBA 2020 May - Building a BA Practice
IIBA 2020 May - Building a BA Practice IIBA 2020 May - Building a BA Practice
IIBA 2020 May - Building a BA Practice
 
Neil Squire Penticton Indian Band History
Neil Squire Penticton Indian Band HistoryNeil Squire Penticton Indian Band History
Neil Squire Penticton Indian Band History
 
Starting community fundraising from scratch
Starting community fundraising from scratchStarting community fundraising from scratch
Starting community fundraising from scratch
 
A Newcomer's Perspective - Challenges and Opportunities
A Newcomer's Perspective - Challenges and OpportunitiesA Newcomer's Perspective - Challenges and Opportunities
A Newcomer's Perspective - Challenges and Opportunities
 
Pie stem challenge 2016 v2
Pie stem challenge 2016 v2Pie stem challenge 2016 v2
Pie stem challenge 2016 v2
 
Nacro north ambassador project 2018 elt 2
Nacro north ambassador project 2018 elt 2Nacro north ambassador project 2018 elt 2
Nacro north ambassador project 2018 elt 2
 
Douglas White, Carnegie UK Trust #RLUK14
Douglas White, Carnegie UK Trust #RLUK14Douglas White, Carnegie UK Trust #RLUK14
Douglas White, Carnegie UK Trust #RLUK14
 
NSI 2012: Naviance Ambassador Program
NSI 2012: Naviance Ambassador ProgramNSI 2012: Naviance Ambassador Program
NSI 2012: Naviance Ambassador Program
 
Kirk Hallam Nursery School
Kirk Hallam Nursery SchoolKirk Hallam Nursery School
Kirk Hallam Nursery School
 
Sciennes Parent Council AGM 2016
Sciennes Parent Council AGM 2016Sciennes Parent Council AGM 2016
Sciennes Parent Council AGM 2016
 
(174) barriers to change (may 2011)
(174) barriers to change (may 2011)(174) barriers to change (may 2011)
(174) barriers to change (may 2011)
 
COBWEB - Existing Work and Future Plans - Presentation by James Hodges of the...
COBWEB - Existing Work and Future Plans - Presentation by James Hodges of the...COBWEB - Existing Work and Future Plans - Presentation by James Hodges of the...
COBWEB - Existing Work and Future Plans - Presentation by James Hodges of the...
 
Support Early Literacy With the Imagination Library
Support Early Literacy With the Imagination LibrarySupport Early Literacy With the Imagination Library
Support Early Literacy With the Imagination Library
 
Fostering Accessibility at Your Station
Fostering Accessibility at Your StationFostering Accessibility at Your Station
Fostering Accessibility at Your Station
 
Customer service as an extension of your brand
Customer service as an extension of your brandCustomer service as an extension of your brand
Customer service as an extension of your brand
 

More from Vision6

The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...
The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...
The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...
Vision6
 

More from Vision6 (8)

Creative Ways to Combine Email and Social - Webinar Slides
Creative Ways to Combine Email and Social - Webinar SlidesCreative Ways to Combine Email and Social - Webinar Slides
Creative Ways to Combine Email and Social - Webinar Slides
 
Breaking through the clutter | EMSA 2011
Breaking through the clutter | EMSA 2011Breaking through the clutter | EMSA 2011
Breaking through the clutter | EMSA 2011
 
The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...
The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...
The return of the relationship, tim reed, myob ceo, keynote address, emsa 201...
 
Blair Cooke | EMSA 2010
Blair Cooke | EMSA 2010Blair Cooke | EMSA 2010
Blair Cooke | EMSA 2010
 
Ben Johnson | EMSA 2010
Ben Johnson | EMSA 2010Ben Johnson | EMSA 2010
Ben Johnson | EMSA 2010
 
Lisa and Matt | EMSA 2010
Lisa and Matt | EMSA 2010Lisa and Matt | EMSA 2010
Lisa and Matt | EMSA 2010
 
Julian Peterson | EMSA 2010
Julian Peterson | EMSA 2010Julian Peterson | EMSA 2010
Julian Peterson | EMSA 2010
 
Dave Smerdon | EMSA 2010
Dave Smerdon | EMSA 2010Dave Smerdon | EMSA 2010
Dave Smerdon | EMSA 2010
 

Recently uploaded

會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
中 央社
 
ppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyes
ashishpaul799
 
會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽
會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽
會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽
中 央社
 
Neurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeNeurulation and the formation of the neural tube
Neurulation and the formation of the neural tube
SaadHumayun7
 
IATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdffIATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdff
17thcssbs2
 

Recently uploaded (20)

The Ultimate Guide to Social Media Marketing in 2024.pdf
The Ultimate Guide to Social Media Marketing in 2024.pdfThe Ultimate Guide to Social Media Marketing in 2024.pdf
The Ultimate Guide to Social Media Marketing in 2024.pdf
 
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文會考英文
 
ppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyesppt your views.ppt your views of your college in your eyes
ppt your views.ppt your views of your college in your eyes
 
會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽
會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽
會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽會考英聽
 
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & EngineeringBasic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
Basic Civil Engg Notes_Chapter-6_Environment Pollution & Engineering
 
Neurulation and the formation of the neural tube
Neurulation and the formation of the neural tubeNeurulation and the formation of the neural tube
Neurulation and the formation of the neural tube
 
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
Removal Strategy _ FEFO _ Working with Perishable Products in Odoo 17
 
....................Muslim-Law notes.pdf
....................Muslim-Law notes.pdf....................Muslim-Law notes.pdf
....................Muslim-Law notes.pdf
 
“O BEIJO” EM ARTE .
“O BEIJO” EM ARTE                       .“O BEIJO” EM ARTE                       .
“O BEIJO” EM ARTE .
 
An Overview of the Odoo 17 Discuss App.pptx
An Overview of the Odoo 17 Discuss App.pptxAn Overview of the Odoo 17 Discuss App.pptx
An Overview of the Odoo 17 Discuss App.pptx
 
IATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdffIATP How-to Foreign Travel May 2024.pdff
IATP How-to Foreign Travel May 2024.pdff
 
size separation d pharm 1st year pharmaceutics
size separation d pharm 1st year pharmaceuticssize separation d pharm 1st year pharmaceutics
size separation d pharm 1st year pharmaceutics
 
Features of Video Calls in the Discuss Module in Odoo 17
Features of Video Calls in the Discuss Module in Odoo 17Features of Video Calls in the Discuss Module in Odoo 17
Features of Video Calls in the Discuss Module in Odoo 17
 
How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17How to Manage Notification Preferences in the Odoo 17
How to Manage Notification Preferences in the Odoo 17
 
BỘ LUYỆN NGHE TIẾNG ANH 8 GLOBAL SUCCESS CẢ NĂM (GỒM 12 UNITS, MỖI UNIT GỒM 3...
BỘ LUYỆN NGHE TIẾNG ANH 8 GLOBAL SUCCESS CẢ NĂM (GỒM 12 UNITS, MỖI UNIT GỒM 3...BỘ LUYỆN NGHE TIẾNG ANH 8 GLOBAL SUCCESS CẢ NĂM (GỒM 12 UNITS, MỖI UNIT GỒM 3...
BỘ LUYỆN NGHE TIẾNG ANH 8 GLOBAL SUCCESS CẢ NĂM (GỒM 12 UNITS, MỖI UNIT GỒM 3...
 
Mbaye_Astou.Education Civica_Human Rights.pptx
Mbaye_Astou.Education Civica_Human Rights.pptxMbaye_Astou.Education Civica_Human Rights.pptx
Mbaye_Astou.Education Civica_Human Rights.pptx
 
factors influencing drug absorption-final-2.pptx
factors influencing drug absorption-final-2.pptxfactors influencing drug absorption-final-2.pptx
factors influencing drug absorption-final-2.pptx
 
Danh sách HSG Bộ môn cấp trường - Cấp THPT.pdf
Danh sách HSG Bộ môn cấp trường - Cấp THPT.pdfDanh sách HSG Bộ môn cấp trường - Cấp THPT.pdf
Danh sách HSG Bộ môn cấp trường - Cấp THPT.pdf
 
Essential Safety precautions during monsoon season
Essential Safety precautions during monsoon seasonEssential Safety precautions during monsoon season
Essential Safety precautions during monsoon season
 
How to the fix Attribute Error in odoo 17
How to the fix Attribute Error in odoo 17How to the fix Attribute Error in odoo 17
How to the fix Attribute Error in odoo 17
 

Using email BEFORE your campaign | EMSA 2011

  • 1. Using Email BEFORE your campaign Russ Vine Managing Director Junior EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 2. Background • Queensland Teachers Credit Union • Formed 1965 • Nicer way to bank/lend money • Gets popular • Makes huge fuss it’s not just for teachers • Uncovers odd problem • Fixes problem with innovative campaign • As explained by this short video… EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 3. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 4. So how the hell did we come up with that? • Best explained when the campaign is reviewed using traditional case study headings: – Problem – Insight & Strategy – Creative Solution – Results EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 5. Problem • 1,700 schools in Queensland. • Only 1,500 teachers in the database. • Modest budget. • No hero rate or hot offer to lead with. • Finance = Low interest category. • ‘Nice’ brand values. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 6. Strategy • Reaching teachers not the problem but signing them up on the spot unlikely. • Developed a strategy to create an ‘opted in database’ rather than aim for ‘ready to go leads’. • Win win would be if we could improve awareness and image along the way. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 7. Insights • Teachers have a very high sense of professional identity. • Teachers are in their most teacherly mode when they are together • Where to get them all in one place? Schools! • Where to get them thickest on the ground? The staffroom!! EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 8. Creative Solution – Part II • So we want talk money, to teachers, in their staffroom. • So lets offer them a cash prize. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 9. Creative Solution – Part II • So we want talk money, to teachers, in their staffroom • So lets offer them a cash prize. • So lets offer them a cash prize to make over their staffroom. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 10. Creative Solution – Part II • So we want talk money, to teachers, in their staffroom • So lets offer them a cash prize. • So lets offer them a cash prize to make over their staffroom. • So lets offer them a cash prize to make over their staffroom depending on the most votes they can raise! EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 11. Creative Solution – Part III • Adopt a fund raiser mentality. • Create a sense of competition around the competition. • Email participants with updates of who else is doing what else to raise votes. • Provide leaderboards and ‘tips’. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 12. Creative Solution – Part I (The Prequel!!) • What else could we do to give the promotion a little zip? • To research a mega staffroom is to trawl for ‘best staffroom in the world’ – Which reminded us of all those ‘you’ve got to check this out’ emails that people love to send you. – Especially when they relate somehow to your job! EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 13. And a ‘pre campaign’ primer email was born • Sent to 40 or so teachers in the first instance. • Breaks every rule in the social media code of conduct. • Produced exactly as any ‘normal’ person might produce it. • Except it is a complete fabrication!! EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 14. The results • 1024 out of 1700 schools in Queensland participated. • Number of teachers on QTCU database rose from 1,500 to just over 17,000. • Over a million consumers exposed to messaging. • 40,000 unique votes cast. EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 15. And if there is a moral to this case study • Email is a brilliant marketing channel. • But it is also a way of life. • Our original computer enabled means to disseminate the things that make us smile or think of someone else. – More personal then facebook – Certainly more permanent – And (for professionals at least) viewed more often EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland