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Case Studies

SMS Case Study: The Globe and Mail G8/G20 Summit Mobile – Alert Program

Client: The Globe and Mail, Toronto ON

Mobile Product: SMS Sweepstakes & Campaign Messagings

Shortcode: 123411(Standard‐rated)

Campaign Goals: As world leaders gathered in Toronto for the G20 summit, The Globe and Mail wanted to offer breaking news updates and analysis of the issues of importance to Canadians. From protests and traffic jams to maternal health and the global financial crisis, the Globe & Mail reporters wanted it covered. By offering mobile alerts to allow the reader to stay up‐to‐date with the latest news as it happens, The Globe needed a campaign that would work nationally and would allow for newspaper to interact with its readers in a way that differentiated it from other publications. Additional goals included;

Enhance interaction with readers through SMS
Connect mobile users to The Globe & Mail's mobile website on the go
Build a mobile and email opt‐in database for future news campaigns

Campaign Strategy: Readers had the option of signing up for the Globe and Mail’s G8/G20 Summit Mobile alerts in two ways; on‐line or by texting in. An on‐line sign‐up form was created that captured the readers’ cell phone number and sent out text message to the number confirming the opt‐in. Readers could also sign up directly from their cell phones by text.

Through the course of the G8/G20 Summit and for several days leading up to it, subscribers received breaking news updates relating to the event. Each text message contained the news headline along with a web link to the article that navigated readers back to the Globe and Mail’s website. At the end of the campaign readers were asked if they wished to stay opted in for future news alerts by text or if they wished to provide their email address to have news sent to their inbox.

Call‐To‐Action: Online

Marketing Message: It’s as Easy as 123 to get the G8/G20 Summit 411!

Quote: "The Globe and Mail is committed to delivering news to our readers when they need it and how they want it, and this use of SMS alerts is only the latest in a string of mobile initiatives underway at The Globe as we embrace the changing nature of news delivery” said Angus Frame VP of Digital at The Globe and Mail.

Key Benefits: The Globe & Mail was able to build a database for future use and identify customers who preferred to interact with the newspaper via email.

53000+ messages were sent as part of the campaign
52% of alert subscribers gave their email address to receive future news subscription alerts
89% of alert subscribers signed up for the alerts online

About The Globe and Mail The Globe and Mail, Canada's national newspaper, is a division of CTVglobemedia, a dynamic multimedia company, which also owns CTV Inc., Canada's number‐one private broadcaster.

SMS Case Study: Centennial College Recruitment Fair

Client: Centennial College

Technology Partner: High Education Marketing

Mobile Product: Mobile News Alerts

Shortcode: 123411(Standard‐rated)

Campaign Goals: As a Canadian College marketing thought-leader, Centennial College wanted to develop a new strategy to reach perspective students. The goal of the campaign was to raise awareness of the college amongst prospective students while building an SMS opted-in database of interested students.

Campaign Outline: Centennial College successfully implemented a text message contest obtaining over 300 SMS opt-ins by the end of the Ontario College Fair. Through-out the duration of the campaign, Centennial College had over 700 subscribers opt-in to their campaign. Students entered the contest to win an iPod Touch as well to receive SMS alerts from Centennial College. Following the Recruitment Fair, Centennial College used the database to send interested students an invitation to the Centennial College Discovery Day. “The text message solution was a great choice; it allowed us to reach prospective students in real time through a medium that they preferred.” – Prafulla Prabhu, Director Marketing, Digital Communications, Centennial College.

Call‐To‐Action: Online

Students were instructed to text “Centennial” to 123411 to sign up for Centennial College alerts and for a chance to win an iPod Touch. The call to action was printed on Centennial College booth signage, promoted by Centennial College booth representatives and spread through word of mouth amongst students during the day of the event.

Statistics:

Over 700 subscribers opted-in
95% of alert subscribers signed up via text
Over 1100 messages were sent as part of the campaign

About Centennial College Centennial College is Ontario’s first community college, established in 1966, primarily serving the eastern portion of the Greater Toronto Area through four campuses and seven satellite locations. It has a record of exemplary teaching, innovative programming and extensive partnership building. Centennial is recognized as one of the most culturally diverse post-secondary institutions in Canada. Almost 100 ethno cultural groups are represented and 80 languages are spoken on campus.

About Higher education Marketing The Montreal-based Higher Education Marketing has over a decade of experience in providing Internet marketing solutions for schools, universities and community colleges of all sizes. Higher Education Marketing specializes in Google Analytics, Education Lead Generation, Search Engine Optimization and Pay Per Click, among other education marketing tactics and tools.

SMS Case Study: Fleming College - Mobile Alerts

Client: Fleming College

Mobile Product: Text 2 Win & Text 4 Info

Shortcode: 123411(Standard‐rated)

Campaign Goals: To develop a database of potential Fleming College students who wanted to receive alerts from Fleming College and to encourage them to attend Fleming College Open House and later select Fleming College.

Campaign Outline: Potential students were invited to opt-in to the Fleming College SMS program through Post Cards, Newspaper Advertisements, and online advertising.Potential students who opted-in to the program were also entered for a chance to win an iPad2. Fleming College sent students real time messages through-out the campaign including:

Invitations to Fleming College Open House
Included a link for students to RSVP via a mobile optimized webpage
Free bus rides from the Greater Toronto Area to Peterborough and Lindsay campuses
Directions and mobile optimized maps to each Fleming College campus
Important deadlines & reminders including OSAP and application related dates

Fleming College was able to send value-added information to prospective students during the crucial weeks leading up to the college application deadline. “The SMS campaign was a great success, it allowed us to easily send time sensitive messages to interested students with links to mobile optimized webpages for additional information.” – Lori Humphrey, Marketing Consultant, Fleming College.

Call‐To‐Action: Online

Students could opt-in on their handsets by text Fleming to 123411 or if they were notified online they could sign up through an Online Sign Up Form.

Statistics:

Over 600 Total Subscribers
- - 30% Opt-In Online
- - 70% Opt-In by SMS
7500 Messages

About Fleming College Located in the heart of Central Ontario, Fleming College has campus locations in Peterborough, Lindsay, Cobourg and Haliburton. Named for famous Canadian inventor and engineer Sir Sandford Fleming, the college features more than 100 fulltime programs in, Business, Community Development, Environmental and Natural Resource Sciences, Fine Arts, Health and Wellness, Law and Justice, and Technology and Skilled Trades. Fleming College has 6,000 fulltime and 10,000 part-time students, and more than 60,000 alumni.

Application Case Study: LCBO On the Go

Date: June 2011 – Present

Client/Brand: LCBO

Mobile Product: Blackberry and iOS Application

Campaign Goals: To develop an application that would deliver information in real time, including store location, store hours and product inventory.

About: Going beyond the standard features of a retail application, LCBO On The Go is a free app that not only allows users to browse or search through LCBO’s extensive product portfolio but also provides information on real time product availability at stores, serving suggestions and tasting notes. The store locator feature helps users to find the closest location by GPS or postal code and save favorite stores for quick access.

LCBO home

LCBO On The Go can be downloaded for free from the Apple App Store and through the BlackBerry App World.

Statistics: "This new app enables our customers to quickly and conveniently search out products they are seeking and find the stores that offer them. This app will be especially appealing as we enter the busy holiday season where we predict customers will more frequently be turning to mobile devices for assistance in selecting and locating gifts with confidence.” Ewan McNeill, Director, Interactive Customer Experience, LCBO.

About LCBO The LCBO is one of the world’s largest buyers and retailers of beverage alcohol offering more than 20,000 products annually through 620 stores and a variety of catalogues and special order services. It also promotes social responsibility and the enjoyment of its products in moderation.