ANALOGICAL SEARCH by Mrm Sao Paulo for JUMP EDUCATION DIGITAL ACADEMY

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ANALOGICAL SEARCH

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Brazil
Agency Mrm Sao Paulo
Creative Director Rodrigo Esteves
Art Director Edwartt Lopes
Copywriter Thais Reis, João Paulotesta
Released January 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: JUMP EDUCATION DIGITAL ACADEMY
Product/Service: SEARCH MARKETING COURSE
Agency: Sun/MRM WORLDWIDE
Date of First Appearance: Jan 12 2010 12:00AM
Entrant Company: Sun/MRM WORLDWIDE, São Paulo, BRAZIL
Entry URL: http://www.garauina.com.br/analogicalsearch
Creative Director: Rodrigo Esteves (Sun/MRM)
Art Director: Edwartt Lopes (Sun/MRM)
Copywriter: Thais Reis (Sun/MRM)
Copywriter: João PauloTesta (Sun/MRM)
Media placement: Direct Mail - Mail - 2 November 2009

Describe the brief/objective of the direct campaign.
Jump Education is a company with expertise in integrated solutions and digital businesses training. Among the courses offered by the school, we have the “Search Engine Marketing”, a training program for Managers with a focus on Search Marketing. The challenge was to increase searches for the Search Marketing course and position Jump as one of the best options in specialized courses.

Explain why the creative execution was relevant to the product or service.

It is a tailor made direct piece, personalised to each company. All these effort guarantee the strongest impact and relevance of the message to the target audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A direct mail was sent to marketing managers from the 50 top advertisers in Brazil. The objective was to show the difficulty internet users face when they have to look for a key word related to a product or service at a search site.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Of the 50 executives who were impacted, 12 contacted Jump and 4 of them registered their marketing teams for the Search Engine Marketing course, totalizing 42 registrations.