Client: NZ Motor Industry Training Organisation (MITO)
Project: MITO mobile marketing platform
Solution: RedDirect
Campaign length: Ongoing
Aim:
To develop a compelling and cost effective 2 way mobile channel that assists with the promotion of MITO’s apprenticeships and can integrate with existing MITO clients and regional staff communications.
Objectives:
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Offer potential apprentices a simple and unobtrusive way of requesting course information
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Generate increased interest at career expos by incorporating SMS competitions
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Qualify MITO advertising and promotional material by analyzing key words use in incoming SMS messages
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Communicate the fact that MITO’s industries are up to date and relevant through the adoption of mode
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Send existing apprentices important course information via SMS
How it works:
Potential apprentices are able to request detailed course information by free-texting a keyword along with their email and/or postal details to the dedicated MITO shortcode.
Once the text message is sent the user instantly receives a confirmation message thanking them for their request and confirming that the information will be sent to them shortly.
The immediate and measurable message responses have been of particular use to the organization. In partnership with strategic use of key words MITO are able to see which form of advertising and promotion is generating the best response. With a limited marketing budget, this provides a much smarter spend and greater clarity for management reporting purposes.
Being uncharted territory, the simplicity of the system has been very useful. MITO staff members can easily log in and assist in responding to incoming texts. All text messages are regularly downloaded into an Excel spread sheet for further analysis and follow up.
Promotion of Campaign:
Results:
The initial results are exceeding MITO’s initial expectations with potential apprentices responding well to both magazine advertisements and MITO’s expo presence.
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