Jeppesen
Challenge:
Aviation innovator Jeppesen called upon Horizon and Peer360 to
help them increase awareness of their pilot training products and
their online store, JeppDirect.com, during their recent involvement
at the EAA AirVenture 2010, the largest air show in North
America.
Solution:
Using our strategic approach and methodology while collaborating
closely with Jeppesen, Peer360 and Horizon used an array of
innovative marketing tactics well-suited for our client.
Multi-channel, animated videos were created to communicate the
interactive nature of Jeppesen's online training products and to
provide an overview of JeppDirect.com, Jeppesen's online store.
We developed an interactive mobile campaign used to increase
Jeppesen's list of opt in subscribers while branding Jeppesen
outside of the show with downloadable mobile wallpapers and
screensavers.
Jeppesen engaged Horizon's strategy team to lead their Facebook
initiative. The EAA AirVenture 2010 was included in the launch of
the JeppDirect facebook page and we developed the infrastructure of
a promotion to build the page's fan base and opt-in list while
working with the Jeppesen team on content and customer
communications strategy.
Horizon and Peer360 Managed Services teams designed and deployed
the monthly JeppDirect eNewsletter to encourage attendees to visit
the Jeppesen tent as well as drive revenue on JeppDirect.com.
HMG also developed a WAP form to allow Jeppesen staff to capture
contact information for lead generation while sending relevant
information in real time, to each interested customer. A series of
email communications were crafted for distribution and then
tracked.
Result:
The Jeppesen campaigns surrounding the EAA AirVenture 2010 were a
success! The videos were well received and the mobile campaigns
generated new subscribers to Jeppesen's email and mobile opt-in
lists. The JeppDirect facebook page has added a new level of
customer communication for Jeppesen with over 2,000 "likers" within
the first month of launch.
Chegg
Challenge:
Chegg wanted to increase college textbook rentals and brand
awareness to students and their parents.
Solution:
Using Horizon's integrated marketing tactics, we implemented a
simple, clear and innovative strategy to increase awareness of
Chegg and the value proposition for students (& parents). We
created and deployed a multi-pronged marketing plan tied to an
active database of enthused college students which relied heavily
on viral messaging and social media tools. These Chegg Champions
acted as brand ambassadors for Chegg, while earning some benefits
for themselves at the same time.
Qualifying students received a unique code that they could share
using the tools we provided and exclusive missions/advise. Each
time their code was used, the student earned $5 per order and the
person using the code received an additional 5% off their textbook
rental and 1 tree was planted for every book rented.
Result:
The program currently has over 25k Chegg Champions from over 2.7k
Colleges & Universities in the United States. Top Champs have
earned over $15k in commissions and gained valuable hands-on
marketing experience.
The program continues to evolve with exclusive Webinars,
Facebook Groups, viral video messaging and guerilla marketing.
Horizon provided supporting materials for this campaign including
designing social media activities for students themselves to
leverage by Email, Facebook, YouTube, Text Messaging and Twitter.
Integrations were made with Chegg's corporate Facebook page and
Twitter account. HMG created the CheggChampions.com website as well
as email templates which were used by Peer360's WebLetter system to
communicate tips and reminders to Chegg Champions and their
friends. Horizon tracked and reported on the activities of students
on the Chegg Champion's website, as well as analyzing the incoming
conversions. This reporting included granular information such as
which tools were being used most by students
Gerber
Challenge:
Gerber Technology needed a way to get an abundance of sales leads
to the right people at the right time.
Solution:
Peer360 used an integrated, robust sales tool, called
WebProspector to capture leads in real time and distribute dynamic
content to the right salesperson, as well as the sales manager. The
information sent also included a tracking signal which notified the
sales manager if and when the lead was accepted to enable tracking.
The leads were automatically placed into tracking reports for
exceptional reporting.
Result:
Increase in new customers, based on Peer360's ability to condense
lead follow-up.
Peer360 also assists Gerber Covurn and Gerber Scientific
Products with an array of Peer360 products.
Marriott
Challenge:
Marriott Vacation Club had a concern with customer satisfaction
and repeat customers at their properties internationally. That's
where Horizon Marketing Group & Peer360 was able to assist. In
conjunction with the Marriott Vacation Club it was determined that
property managers were the ones that could have the most impact on
how satisfied guests are with their stay.
Solution:
We created and maintained a comprehensive online customer
satisfaction survey. The surveys were distributed worldwide in
multiple languages and contained several "branches" depending on
how customers answered. We built a robust reporting backend for
Marriott executives to access critical performance data. Most
importantly the reports were utilized by Marriott executives to
determine property by property performance which was tied directly
to the property managers compensation.
Result:
Although we cannot take credit for the improvement in satisfied
customers seen by Marriott Vacation Club guests, there was a
noticeable improvement in property scoring. Property managers saw
the tools as a great way of determining their own personal
successes and look forward to feedback reports as part of standard
operation procedure.
Subway Franchisees
Challenge
Our client needed a way to streamline communications between head
office, franchisees and their advertising agencies as well as
creating a more efficient method for managing their approval
process for advertising and creative.
Solution
Horizon worked with all constituent groups to fully understand
their needs, roles and challenges. We then designed and built an
extranet application together with related workflow, messaging and
communicational elements.
Result
A redesigned extranet solution incorporating a custom built
approval process manager.
Divide the Ride
Challenge
Divide The Ride, a newly launched carpooling website for families,
needed a way to keep busy parents informed of schedule changes no
matter where they were. In addition parents needed a mobile
communication system to inform them of any conflicts with their
children's carpool calendar.
Solution
Using Handheld Communications, Divide The Ride enables parents to
be alerted via email and text message of any changes to the carpool
schedule.
Result
Parents are embracing the new website and praising its
convenience. Many site the reliability of email and text message
reminders as a primary reason for using the tool.
Plaza Too
Challenge
Plaza Too, a high end shoe and accessories retailer headquartered
in Larchmont, NY, called on Horizon Marketing Group to establish a
search engine presence and improve tracking and reporting of
customer conversions. The individual challenges of Plaza Too
required a broad range of expertise and unique strategy
development. When Plaza Too began its relationship with Horizon,
the retailer had virtually no ranking in the search engines and
faced significant challenges in the management of funds for an
existing pay-per-click campaign. In addition, Horizon recognized
the need for an improved website design to accompany Plaza Too's
trendy and fashion-forward collections.
Solution
Horizon Marketing Group first looked at the client's pay-per-click
strategy and redesigned their campaigns to target small markets,
searching for specific items. After competitive analysis and
analysis of the existing campaign, we found that using more
specific, unique search terms proved more effective in reducing
Plaza Too's cost per conversion.
Landing pages were then designed to compliment their
pay-per-click campaigns and to also improve natural search rankings
though the optimization of the visible content and META tags.
META tags were created for each individual product by assembling
information from the product database dynamically.
In addition to providing front-end solutions, Horizon also
successfully integrated the Plaza Too inventory system with Google
Base via RSS to further enhancing online visibly.
The next piece of the Plaza Too puzzle was their website. As the
client's most important marketing tool, Horizon created a more
attractive design that matched their brand image and then
restructured the layout and customer interface to lead visitors
from start to finish through the sales process.
Result
Due to Horizon's creative and powerful solutions, the search
engine ranking for Plaza Too jumped from non-existent to having
thousands of top-ten rankings on major engines such as: Google,
Yahoo, Ask, and MSN.
Horizon's successful roll-out of the new website with optimized
landing pages gave Plaza Too the online presence necessary to
capture the markets they need to attract.
Plaza Too experienced a 690% increase in its conversion rate
October 2007 to July 2008. In addition, the cost/conversion in the
same period decreased by 76%!
Plaza Too continues to utilize Horizon for all its integrated
marketing needs in order to build relationships with and better
serve their customers nationwide.