Deliverables
As the premiere membership organization in the pulp, paper, tissue, packaging, and associated industries, TAPPI is focused on building its global network. MGI and TAPPI developed a partnership to identify prospects, encourage them to join, and clearly communicate TAPPI’s member benefits to reinforce value and increase retention.
MGI proposed a multi-channel marketing strategy comprised of email, direct mail, telemarketing, and online advertising in order to support TAPPI’s growth through acquisition and retention. Testing allowed us to roll out successful campaigns to maximize results.
The testing paid off, especially with the addition of AdRoll remarketing for acquisition. Over a 12-month period, the direct join AdRoll remarketing ads have yielded an outstanding 447% ROI for acquisition. In addition, the Facebook renewal campaign has returned strong results, with an ROI of 208%.
