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 Wisconsin’s lead economic development organization. A public-private partnership, WEDC employs grants, tax credits, educational programs, and more to help Wisconsinites thrive. Its mission is to strategically invest in Wisconsin to enhance the economic well-being of people, and their businesses and communities.
