mlt case study: niit content marketing campaign

Content Marketing CampaignThe NIIT Transformation Campaign

CASE STUDY

Opportunity

NIIT is one of the Top 5 managed training services providers worldwide. Despite its global presence and successes in the U.S. over the last 15 years, it still lacks brand recognition in the U.S. marketplace—especially in the face of signi�cant competition. Its solutions are comprehensive and transformational, and priced accordingly, so the value of quali�ed leads is noteworthy.

NIIT looked to MLT for its �rst-ever comprehensive marketing campaign in the U.S. market, with the challenge of further establishing the company across two key verticals: Corporate and Higher Education. In preliminary discussions, the NIIT team acknowledged a reputation for aggressive, sales-oriented messages, originating from its proven competence and its network of accomplished industry thought leaders. This discovery was important as the team developed a robust content marketing solution.

Solution

The resulting campaign utilized email, print advertising, banner ads, social media and event marketing.

■ The campaign leveraged NIIT thought leadership in the form of rich content offerings—white papers, podcasts, case studies—which represented a new marketing model for the company.

■ With relationship-building and lead nurturing at the heart of the effort, even the calls to action shifted from traditional sales messages to invitations to engage with relevant, objective content.

■ MLT developed a content library (The NIIT Resource Center) that served at the main hub for accessing various content offers. Content was a combination of existing and repurposed resources.

■ The campaign’s “Transformation” theme resonated with ROI minded audience members, and aligned well with the expert content offers.

■ The email protocol used for content delivery provided additional contact points to offer additional, relevant free content—and users indeed returned to the Resource Center.

The bulk of the campaign was tracked through Eloqua, allowing accurately reporting of successful results so far, including 69% offer page to conversion, and a 200% increase in asset consumption in the campaign’s �rst 60 days. Lead generation has improved more than 100% across both verticals as the campaign continues to build momentum through the year.

The 2010 NIIT “Transformation Campaign”

www.mltcreative.com CASE STUDY

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NIIT Corporate Vertical

Trade Ad Offer Landing Page

Offer Thank You Page

Your White Paper will be delivered to the email inbox you provided on the order form.

More Educational Resources: If you like the White Paper, you may also enjoy [variable suggestion here], available at the NIIT Resource Center.

Read Our Quarterly Newsletter:To learn more about learning and development from NIIT’s experts and clients, subscribe to “The Dialogue” newsletter.

Spam Filter Note: The White Paper you requested will be delivered from: [email protected]

To contact an NIIT representative, call 770-290-6064 or send us an email.

Thank you for your interest in the FREE White Paper:Accelerating Impact Through Alternative Sourcing Models - A Primer on “Managed Training Services”



Interim Email

Dear [Name]:Thank You for your interest in our White Paper, Accelerating Impact ThroughAlternative Sourcing Models - A Primer on “Managed Training Services”.While you are waiting, you may also want to check out [variable suggestion here], available at the NIIT Resource Center.

You are also invited to subscribe to our quarterly newsletter, “The Dialogue,” where you will find articles, research and in-depth insights for learning and development.

At NIIT, training is our business and our passion—so we are pleased to share resources and perspectives to help you make the most of your training initiatives. Your White Paper is on the way.

Best Regards,

Kimberley Kelly770-290-6064

THANK YOU: White Paper Request From NIIT

Document Delivery Email

RESPONSE: The White Paper You Requested

WhitePaper_Accelerating_Business_Impact.pdf (1,078 KB)

Dear [Name]:Per your request, we are sending you the attached White Paper, Accelerating Impact Through Alternative Sourcing Models - A Primer On “Managed Training Services”. This paper addresses the increasing need for optimizing operations, and the constraints and advantages of specific sourcing models.

If this White Paper prompts questions or ideas that you would like to discuss, we invite you to contact us. And if you might benefit from other topical resources, please visit the NIIT Resource Center.

NOTE: The attached document is a PDF file for which you will need Adobe Acrobat Reader to view. If you see no attachment, please reply to this email and we will either resend it or provide the document by other means.

Thank you for contacting NIIT and requesting this White Paper. We hope you find it useful.

Best Regards,



NIIT Resource Center Landing Page

Welcome to the NIIT Resource CenterWelcome to the NIIT Resource Center

Learn more - visit www.niit.com

White Papers

Download

Download

Learning AdministrationThis White Paper shows you how to leverage outsourced learning administration through a variable cost structure.

Ensuring Business Impact from LearningNIIT’s Critical Mistake Analysis methodology ensures measurable business impact from training. Authors: Dr. Chip Cleary and Dr. Gregg Collins

Case StudyFind out how NIIT's award-winning learning administration solution for electronic giant, Philips, helps optimize learning operations across 80 countries with a unified service framework.

Download

Thank you for joining us in the Resource Center. Below, you’ll find a special selection of insightful tools to help with your next training initiative. Bookmark this page and return to view updates, and if you have questions please contact us..

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Direct Mail Postcard



OFFERLANDING

PAGE

SOCIAL MEDIA

PR

BLOG

THANK YOUSCREEN

INTERIMEMAIL

DOCUMENTDELIVERY

EMAIL

Custom URL

SUBMIT

TELEMARKETINGComplete opt-in

on behalf of caller

10 MINUTES

30 MINUTES

• Sets up expectations for delivery - Link to NIIT website/Higher Education - Sign up for our newsletter

• PDF document attached - Link to NIIT website/Higher Education - Sign up for our newsletter

• Announces that document is on its way But while you’re waiting: - Link to NIIT website/Higher Education - Sign up for our newsletter

NIIT Website/Higher

Education

THANK YOUSCREEN

DOWNLOAD

NEWSLETTERREGISTRATION

THANK YOUSCREEN

SUBMIT

TRADEAD

Campaign Interaction SequenceNIIT Higher Education Vertical


Download our FREE White Paper, Transform the Classroom, to learn more about leveraging concepts of virtualization to deliver student labs and online assessments: www.niit.us/content/Classroom

As academic institutions encounter the greatest enrollment and retention challenges ever, NIIT helps transform the student experience to meet the needs of this new marketplace. Starting as a campus 29 years ago, we’re now a global leader in integrated learning solutions—working with both public and private institutions to grow enrollment, increase retention and impact student success.

Program Development. Speed time to market of next-generation programs using our Gaming and Simulation programs.

Learning Technologies. Transform the student experience and learning with vLabs, our true, hands-on virtual lab technology.

Student Services. Increase retention and improve student pass percentage with our Adaptive Remediation and Tutoring Services.

Half Page Trade Ad

NIIT Higher Education Vertical

White Paper Cover

Offer Landing Page

Offer Thank You Page


Interim Email

Dear [Name]:Thank You for your interest in our White Paper, TRANSFORM THE CLASSROOM:Student Labs and Online Assessments.While you are waiting, you may also want to check out our selection of White Papers and Case Studies at theHigher Education section of the NIIT website.

You are also invited to subscribe to our quarterly newsletter, “The Dialogue,” where you will find articles, research and in-depth insights on integrated learning solutions.

At NIIT, impacting student success is our business and our passion—so we are pleased to share resources and perspectivesto help you make the most of your initiatives. Your White Paper is on the way.

Best Regards,


THANK YOU: White Paper Request From NIIT


Document Delivery Email

RESPONSE: The White Paper You Requested

WhitePaper_Virtual_Classroom.pdf (1,078 KB)

Dear [Name]:Per your request, we are sending you the attached White Paper, TRANSFORM THE CLASSROOM:Student Labs and Online Assessments. This white paper reveals how colleges and universitiescan leverage virtual technology to improve operational efficiencies, reduce overhead and technology-related expenses, and position themselves as leaders in the higher education sector.

If this White Paper prompts questions or ideas that you would like to discuss, we invite you to contact us.And if you might benefit from other topical resources, please visit the Higher Education section of the NIIT website.

NOTE: The attached document is a PDF file for which you will need Adobe Acrobat Reader to view. If you see no attachment, please reply to this email and we will either resend it or provide the document by other means.

Thank you for contacting NIIT and requesting this White Paper. We hope you find it useful.

Best Regards,



TRADESHOWATTENDEE

LIST

PRE-SHOWPOSTCARD

BUSINESS CARDREADER/DATAENTRY FROMBOOTH CARD

ORDEREBOOKONLINE

THANK YOUSCREEN

CCA CONFERENCE AND EXPO

CCA SHOWGUIDE AD

BOOTH POSTCARD(eBook Offer)

POST-SHOWEMAIL

BUSINESSCARDS

($200 in Chips)

RESULTING DATA(NAME, EMAIL, ETC.)

ASSEMBLY OFPOST-SHOW

LIST

Tradeshow Contact/Data Flow NIIT Higher Education Vertical


Pre-show Direct Mail

Join NIIT at Booth 902 - CCA Convention and Expo

NIIT (USA) Inc.1050 Crown Point Parkway5th FloorAtlanta, GA 30338• Experience vLabs. Stop by to see our next-generation

technologies in action.

• Receive a Free eBook. Transform Higher Education is an insightful compilation of white papers by key thought leaders with perspectives on impacting enrollment and reducing student attrition.

• Win an iPad. Your eBook request is an automatic entry to win an iPad.

• Help Your “Winning Hand”. It’s Vegas! So each day of the Expo, we’ll give away $200 in Palazzo Hotel gaming chips.

To pre-order our FREE eBook, go to: www.niit.us/content/eBook.

Full Page CCA Guide Ad

eBook Cover


As academic institutions encounter the greatest enrollment and retention challenges ever, NIIT helps transform the student experience to meet the needs of this new marketplace. Starting as a campus 29 years ago, we’re now a global leader in integrated learning solutions—working with both public and private institutions to grow enrollment, increase retention and impact student success.

• Experience vLabs. Stop by to see our next-generation technologies in action.• Receive a Free eBook. Transform Higher Education is an insightful compilation of white papers by key thought leaders with perspectives on impacting enrollment and reducing student attrition.• Win an iPad. Your eBook request is an automatic entry to win an iPad.• Help Your “Winning Hand”. It’s Vegas! So each day of the Expo, we’ll give away $200 in Palazzo Hotel gaming chips.

Join NIIT at Booth 902 CCA Convention and Expo


NIIT Facebook Business Page

Booth Card


Request Our Free eBookTransforming Higher Education - Innovative Insights on Building Enrollment, Increasing Retention and Impacting Student Success The realities of decreasing student enrollment and higher attrition rates place more pressure than ever before on academic institutions to employ innovation solutions. NIIT’s Transforming Higher Education eBook is an insightful assembly of white papers by notable industry thought leaders that highlights practical innovations you can leverage now. Request our eBook today and discover new possibilities for impacting student success.

Complete and submit this form to request your FREE eBook and you will be automatically entered to win an Apple iPad.*

Thank you for your interest in our FREE eBook:Transforming Higher Education

Innovative Insights on Building Enrollment,Increasing Retention and Impacting Student Success

You can expect delivery by August 2010 tothe email inbox you entered on the order form.

We encourage you to visit the Higher Education section of the NIIT.com website for white papers, case studies and other resources.

FREE eBook can also be ordered online at: www.niit.us/content/eBook

Name:

Title:

Institution:

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and enter to win an Apple iPad!*

Request OurFREE eBook

* iPad winner will be selected in a drawing on the �nal day of the Expo. Entrants need not be present to win.


Tradeshow BoothNIIT Higher Education Vertical


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