The Write & Invite Program aims to encourage Irish consumers to write invitation letters to overseas friends and family to visit Ireland. A competition will be held to select the best 10 letters, which will then be used as templates on Facebook and in email campaigns. The core component is a Facebook app that allows users to customize a letter, select recipients from their Facebook friends or email contacts, and will track the number of letters sent. The goals are to tap into national pride, leverage word-of-mouth, and increase tourism through low-cost virtual ambassadorship on Facebook. Success will be measured by the number of letters generated on Facebook and through email campaigns to an existing consumer database.
8. What is success? Population Conversion Outcome 1.5m FB members 3% 45k writers 45k writers 4 letters each 180,000 letters 180,000 recipients 5% forwarding c. 9k additional letters 2m on CEM database EDM offers mailer ?
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