give new prospects new perspectives.
challenge
The State of Wisconsin was embarking on a massive talent attraction effort. It needed a dynamic campaign, that drove website traffic. The challenge was that its current, outward-facing website had a flat user experience and didn’t provide the ability to collect visitors’ information or communicate with them. The Wisconsin Economic Development Corporation (WEDC) tasked Hoffman York with creating a more beneficial user experience. We transformed the website into a warm, informative space that inspired people to share their details, entering a complete and eventually customized CRM program
idea: deliver a warm Wisconsin welcome.
approach
We created a warm, informative website that inspired people to share their details. This began their journey through a comprehensive talent attraction lead management system. Developed, built and implemented by HY, this system captures, nurtures and tracks leads as they consider and ultimately make their move to Wisconsin.
highpoint
- Using national cable, streaming TV, impactful outdoor and a multitude of digital tactics (inclusive of social, programmatic native and paid search), HY selectively targeted six audiences actively showing interest in a move and drove prospects to the LookForwardWisconsin.com website with engaging “Live, Work & Play” content.
highpoint
- Once individuals filled out the starter form with their contact information in our lead capture portal, that data was fed to the Salesforce Marketing Cloud and CRM.
highpoint
- For those prospects who wanted more personalized information, they could provide that via a second form that was embedded into the first email they received, which thanked them for signing up and asked for a few more details.
highpoint
- After that, they received a series of 3 – 5 customized emails, with links to relevant Wisconsin content sent via Salesforce marketing automation. Prospects could even request to speak with a live Community Ambassador from the city or region of Wisconsin in which they were most interested.
results
- 38k total emails sent as a part of the Look Forward Wisconsin initiative
- 8% conversion rate of email sign ups compared to website sessions
- 20% conversion rate of form 2, sent via email requesting more information
- 2X the average consumer email open rate
- 1 of every 6 email sign ups generated a secondary lead of requesting to be connected to an ambassador
did you know...
Wisconsin Economic Development Corporation is the state of Wisconsin’s lead economic development organization. Its mission is to strategically invest in Wisconsin to enhance the economic well-being of people, and their businesses and communities.
