The Chesapeake Regional Tech Council (CRTC) needed help conveying to their membership the critical importance of being an active participant in their new online platform, and helping them to get started doing so.
The new web platform for the CRTC, built with a proprietary software custom-designed to act as both a website and CRM system for membership organizations, is an incredibly powerful tool. Unfortunately, it’s also pretty robust, and as a result, can be a little overwhelming for CRTC members to use at first.
Working with CRTC, we identified that the best marketing strategy to pursue was to try to motivate members to take the first step—to fill out their detailed company and personal profile information. We came up with a campaign called #FeedTheMachine to support that effort. The basic idea was that if you Feed The Machine—or participate in the online platform—good things will happen in the form of increased potential for new business leads, new networking connections, employment opportunities and so on. And, as an added benefit, we incorporated a strong giveaway for each member that participated, along with a random drawing among participants for a $100 gift card.
We loved Feed the Machine as a concept, and felt as though it lent itself to the World War One propaganda-style graphic treatments. This design style has the ability to be attention grabbing, and certainly disruptive, so it was ideal for motivating members to act.
To support the campaign, we helped not only with social media strategy and promotion (using the hashtag #FeedTheMachine, of course), but also by developing posters, flyers and even a custom HTML email directed toward the CRTC membership.
Results of the campaign have been positive to date, and as online platform continues to gain momentum, we look forward to shifting the focus to Feeding the Machine by contributing content, discussion, news items and more.