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Case Studies
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 The Corporate IT Forum was initiated in 1996 by some of the largest corporate users of IT creating a confidential, vendor-free environment in which IT professionals could exchange practical and strategic intelligence. The clear business benefits of participating in the Forum attracted an increasing number of organisations and now exceeds 150 large corporate businesses with over €1,000 billion in revenue, €35 billion annual expenditure on IT products and services and who collectively employ 100,000 people in IT.
The Project.
The Forum needed to raise it’s profile among large organisations in order to attract new subscribers and increase the awareness Forum services within the existing subscriber base. The confidential nature of the organisation meant that it could not reveal the names of existing members making marketing based on the quality of membership difficult.
Focus
- Production of company literature and promotions
- Influence and develop discussion topics based on intelligence from the membership
- Execute member and non-member communications programme using e-marketing techniques
- Initiation of Annual Awards scheme
- Development of new web portal
Achievements
- New website strategy and transaction system produced and implemented using in-house resources.
- Effective Search Engine strategy implemented with highly focused tracking system showing vastly improved return on investment.
- Managed and improved PR strategy getting the press more involved with the company.
- Established Real IT Awards showing a 100% improvement on registrations year on year.
- Implemented a series of sales seminars resulting in above target attendance and conversion of new subscribers.
- Created and implemented marketing plans for new products.
Results
- The Real IT Awards are now firmly established as the premier award scheme for IT user organisations.
- Communications with existing subscribers has improved considerably with extremely high conversion rate on offers.
- The business has saved around 60% of it’s marketing and communications spend while improving performance exponentially.
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Case Studies