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Making a case for online education

PROBLEM
The Professional Liability Underwriting Society (PLUS) historically relied on conventions and word-of-mouth to promote their education for liability underwriters. They came to us for a more aggressive approach—a lead generation campaign that specifically emphasized the new online education aspect of their certification process (RPLU).  But first, they needed a brand for RPLU.

SOLUTION
With the decrease in opportunities for in-person promotion, and the increased importance of and interest in e-learning in 2020, we pivoted from a conventional mix of print and digital components to a digital-only plan. Once the new RPLU brand was created, we launched a multi-faceted digital lead generation campaign consisting of a landing page, targeted emails, retargeting ads, and digital ads. Messaging was targeted to four different audience personas based on career status and longevity. We also created LinkedIn text messages, web banners, website retargeting ads, and a newsletter ad.

RESULTS
28% email click rate
1.7% overall convert-to-purchase rate