Using email BEFORE your campaign | EMSA 2011

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…


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


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.


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.


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!!


Creative Solution – Part II

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



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



teachers, in their staffroom
make over their staffroom.
make over their staffroom
depending on the most votes they
can raise!


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’.


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!


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!!


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.


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


Using email BEFORE your campaign | EMSA 2011

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Using email BEFORE your campaign | EMSA 2011