For Immediate Release
March 20th, 2017
Katrina Denk, Director of Marketing
Integrated Marketing Campaign Yielded a 92% Increase in Booth Traffic
Plymouth Meeting, PA (March 20, 2017) – Strata Company has won a Bronze Award from the 14th Annual Service Industry Advertising (SIA) Awards. Their cross-channel, integrated marketing campaign, dubbed “Free Beets,” earned top-tier recognition in the Integrated Campaign Category. This is the 2nd time that SIAA has awarded Strata in this category.
The multichannel campaign was created to drive brand awareness and traffic that would result in generating leads at the 2016 Society for Healthcare Strategy and Marketing Development Connections conference. Held annually, the SHSMD Connections conference hosts healthcare marketers from around the nation and provides knowledge and solutions for their challenges.
The Strata team created a unique campaign that employed wordplay and uniquely designed and attention-grabbing graphics. The campaign played with the word “beats” and its homophone “beets”. This was inspired by the giveaway item that Strata offered at the conference: a pair of Beats Solo2 headphones. Playful language and imagery can do wonders to put attendees at ease and make it more likely that they will approach and start conversations. The “Free Beets” campaign was not just for entertainment alone; it also showcased the strategic and tactical capabilities Strata offers its clients.
“This campaign demonstrates how marketers can benefit from Strata’s multichannel, multi-touch approach to direct marketing. It showcases our , ability to merge traditional and digital marketing methods to produce top-notch results,” notes Strata’s Marketing Director, Katrina Denk. “Not only did we achieve a 7% conversion rate (measured by the number of campaign respondents taking a second step to request a consultation), within a week of the conference ending, multiple sales conversations started.”
Strata’s “Free Beets” campaign included a personalized pre-conference mailer as well as two segmented emails. The mailer and emails directed attendees to a unique landing page where attendees were encouraged to enter their contact information to be included in the drawing for the headphones. Once their entry was completed, they were immediately redirected to a Thank You page with a personal message from Strata Company’s Vice President. The message included an invitation to meet with our team at our booth to learn more about our products and services. This personalized approach encouraged attendees to visit our booth by providing an easy conversation starter, establishing expectations and taking the formal pressure off of the meeting.
The “Free Beets” Campaign proved to be very successful in attracting attention; we experienced a 92% increase in booth traffic over the previous SHSMD Conference. The campaign also resulted in an impressive conversion rate from our campaign landing page. 73% of total visitors to the landing page completed the next step of filling out the contact form, and over 51% of those completions resulted in brand new business contacts. “We’re proud to be recognized with this award,” said President and Founder Jeff Sammak. “This campaign is an example of the advanced data capabilities, inventive creative and quality production we deliver for our clients. We are always advancing the unique application of data, tactics and technology to produce better results; campaigns like this provide a direct way for us to demonstrate to the market how it’s done.”
About Strata Company
Strata Company provides marketing, communications and technology solutions that enable companies to increase efficiency, effectiveness and revenue. By leveraging industry expertise and relevant technologies, we deliver solutions that resolve process, execution and logistics challenges for our clients. Our specialties include cloud-based marketing and communications management solutions, data-driven marketing, and full service execution services.