YeshivaNet is a start-up software company with a unique product. While competitors employ filters and other software-based solutions to protect from the dangers of the Internet, YeshivaNet offers access to e-mail and Web sites without any direct connection to the Web at all. In 2006, the company was looking to build its customer base and expand sales. Our objective was to increase active customers by 100% in less than 12 months.

We recommended the development and implementation of a comprehensive lead generation program using a range of media. Starting with print media advertising, the campaign tested and closely tracked leads, conversion rates, customers and attrition, to identify which media generated the most profitable customers. The creative was updated during the campaign to maintain momentum response.

As with every marketing campaign that we run, tracking the return on every dollar was essential to evaluating our progress and determining a successful strategy. Ongoing response tracking and analysis gave us accurate and up to date information throughout the campaign. As soon as the ads began hitting, calls and sign-ups spiked sharply. In addition, costs were lower and conversions higher than the projections. Long-term objectives for the campaign are expected to be on target as well.