Challenge
In 2017, BlaineTurner Advertising implemented SharpSpring, a lead generation, management, communications and conversion software system for Greater Morgantown Convention and Visitors Bureau (GMCVB) in Morgantown, W.Va. As the initiative and technology were both new to GMCVB, BTA was tasked with tracking, reporting and evaluating the success of the lead generation program.
Strategy
The agency established benchmarks, installed website visitor tracking software on the GMCVB site and utilized the automated marketing feature in SharpSpring to monitor the impact of marketing activities on lead generation. Closed-loop multi-channel marketing attribution was set-up to be utilized for reporting.
Results
In eight months, qualified emails in the GMCVB database increased 73%, from 5,253 to 9,091 (all email opt-ins received a “Thank You” email and request to register for future GMCVB email alerts by interest category). The agency was able to report direct results from marketing activities and map guest journeys that were then used to develop 2018 marketing communications.
Qualified leads were sent quarterly newsletters, which delivered an Open Rate of 20.49% and a Click-thru Rate of 5.23%.
