the new center


challenge

Capital University launched The Capital New Center, an educational facility offering courses for professional development. However, with the launch of the new facility they needed a website that represented the professional presence in the community that was consistent with their vision for the future. The New Center also needed an email marketing campaign that would complement its up and coming mail and radio marketing campaign.

solution

Interactive Ink identified key areas that needed to be improved upon in order to accomplish the goals of The New Center. Interactive Ink knew that with the improvement of the New Center’s website to represent their vision, the permission based email marketing would be used to reinforce it.

Part I: Interactive Ink provided The New Center with a sophisticated message geared towards professionals ranging from managers to executives. This message was integrated throughout the website encouraging professionals to increase their knowledge base through the practical outcomes based learning system.

Part II: The New Center website also enhanced the opportunities for email marketing. The site offers four opportunities to sign up for various forms of information from promotions to tours of the campus. This is the first step in creating a permission based email marketing campaign by offering people the ability to request information they are interested in. 

Part III: In addition, the website offers interested persons the ability to view course descriptions and faculty profiles as well as register for courses online. No user is ever more than three clicks away from a course listing promoting active enrollment rather than passive consideration. The active enrollment via the website also provides another opportunity for people to give their permission to be marketed to via email. 

results

The process of using permission based email marketing was very successful. The results of sending only to those who have requested information proved to work. The open rate of those requesting emails was nearly 74% through all emails sent. The click through rate, or percent of recipients that opened links in the email, was just over 25%. The campaign allowed The New Center to drive their vision for the future and represent themselves as experts in the eyes of business managers to executives looking to further their professional development.