Background
Online Trading Academy is the leading international franchise organization that teaches people how to trade at a level on par with Wall Street professionals. The instruction takes place mostly in a live classroom environment at one of Online Trading Academy's locations around the world, but they also offer free online courses and home study materials for franchise partners via CDs that can be purchased from their website.
Objectives
- Redesign interactive video player application to replace outdated player
- Integrate Enterprise RhythmMail e-mail marketing platform with SalesForce.com to enhance customer relationship management, increase personalization and leverage new opportunities
- Train and communicate the features and benefits of the enhanced RhythmMail account and its connection with SalesForce to the many franchise partners
- Provide service and support for specialized e-mail marketing campaigns
- Produce a motion graphics video presentation to be used as a lead generation device
- Increase overall leads by 20%
- Implement new online marketing tactics
Solutions
Rhythm Interactive immersed themselves in the world of Online Trading Academy through an in-depth discovery process. Out of that process, a multitude of digital solutions and online marketing tactics were executed. These initiatives included:
Integration of RhythmMail & SalesForce Platforms
- Rhythm Interactive conducted in-depth discovery process taking a look at both platforms and documented strategies for integration of both platforms
- Customization of RhythmMail Enterprise solution to allow for multiple franchise account users and dynamic content integration
- SalesForce integration with unique franchise campaign codes allowed for more personalization and targeting of e-mail marketing campaigns
- Provided ongoing management of the platform and then training to enable the client to eventually manage the platform on their own
Design, Development & Video Production Support Services
- Rhythm Interactive designed and developed a custom video player for their website
- Video production services to enhance the brand and presentation of educational content
- Consultation, design, programming and support for e-marketing campaigns with a focus on lead acquisition and customer retention
Results
- E-mail adoption across the franchise network increased by 100%
- Open rates have increased by 15% for corporate-initiated e-mails
- Follow-up emails averaged an open rate of 70% and a click-through rate of 33%
- Click-through rates for franchise-initiated e-mails increased by 100%
- Site traffic derived from the e-mail channel doubled without increasing the spend on e-mail delivery fees
- Experienced an immediate 600% ROI on direct-response e-mails
- Achieved a 20% to 25% increase of online lead volume