London, 15 October 2009 – Intimis announced today that the Association of Teachers and Lecturers (ATL), the education union, has employed its patented Intimis Tracker to help drive conversions from student to newly qualified membership level. The award winning Intimis Tracker uses Personal URLs (PURLs) to track a user’s interaction within the ATL website in order to measure engagement for sales/marketing follow-up.
ATL student membership is free but when members begin teaching practice within the classroom they need to move onto Newly Qualified (NQ) membership in order to protect themselves legally. By issuing PURLs to final year students, Intimis is able to identify individuals that click through to the online joining form. The Tracker tool further segments that number by distinguishing between those that reach the direct debit form before navigating away and those that don’t reach that point.
The ATL sales department is then able to break prospects down into Gold, Silver and Bronze targets for follow-up by DM and/or telemarketing, by prioritising only those that are most likely to convert it is able to make considerable cost savings.
David Byrne, External Relations Manager at ATL, explains: “By definition all student teachers that take up free student membership are warm prospects, however a relatively small number will then go on to take on full paid membership once they’ve qualified. By focusing marketing spend on those that have demonstrated a clear interest in taking up Newly Qualified membership we are able to bring down cost per acquisition to around £3. Through Tracker we’re able to balance that outlay against those prospects that are most likely to become long-term members. ”
Commenting on the deal Stewart Stuchbury, Business Development Manager at Intimis, said: “Since there are three teaching unions offering subsidised rates to a relatively small prospect pool it’s a highly competitive market. By choosing Intimis Tracker ATL places itself in the best position to carry out a cost-effective recruitment campaign through intelligent targeting.”
Intimis Tracker can be implemented within any response communications campaign by businesses of any size and can track behaviour across any relevant channel – Web, Direct Mail, Email, SMS, telephony or personalised subscription advertising.
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About Intimis
---------------------
With a pragmatic, thoroughly tested approach, Intimis has been developed with the sole aim of delivering the results needed to achieve and exceed the marketing objectives of its clients.
The Intimis-augmented impact on marketing effectiveness is the product of extensive investment, R&D (with patents filed worldwide) and a wealth of deployment experience. Intimis won the B2B marketing awards for best new marketing product in 2008.
Intimis works with well known names including Igel Technology, Open University, Samsung, the Association of Teachers & Lecturers and AutoEurope. The company has well-established partnerships with technology and specialist service providers and is a preferred HP business partner.
About The Association of Teachers and Lecturers (ATL)
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The Association of Teachers and Lecturers (ATL) is an independent, registered trade union and professional association, representing approximately 160,000 teachers, headteachers, lecturers and support staff in maintained and independent nurseries, schools, sixth form, tertiary and further education colleges in the United Kingdom.
For more information, contact:
Andy Riley,
AxiCom UK (on behalf of Intimis)
Tel: +44 20 8392 4073,
Email: andy.riley@axicom.com
Stewart Stuchbury,
Sales Manager
Intimis
Tel: +44 11 7944 4466,
Email: stewarts@intimis.co.uk - Kirsty Cooper 15-10-2009
ATL student membership is free but when members begin teaching practice within the classroom they need to move onto Newly Qualified (NQ) membership in order to protect themselves legally. By issuing PURLs to final year students, Intimis is able to identify individuals that click through to the online joining form. The Tracker tool further segments that number by distinguishing between those that reach the direct debit form before navigating away and those that don’t reach that point.
The ATL sales department is then able to break prospects down into Gold, Silver and Bronze targets for follow-up by DM and/or telemarketing, by prioritising only those that are most likely to convert it is able to make considerable cost savings.
David Byrne, External Relations Manager at ATL, explains: “By definition all student teachers that take up free student membership are warm prospects, however a relatively small number will then go on to take on full paid membership once they’ve qualified. By focusing marketing spend on those that have demonstrated a clear interest in taking up Newly Qualified membership we are able to bring down cost per acquisition to around £3. Through Tracker we’re able to balance that outlay against those prospects that are most likely to become long-term members. ”
Commenting on the deal Stewart Stuchbury, Business Development Manager at Intimis, said: “Since there are three teaching unions offering subsidised rates to a relatively small prospect pool it’s a highly competitive market. By choosing Intimis Tracker ATL places itself in the best position to carry out a cost-effective recruitment campaign through intelligent targeting.”
Intimis Tracker can be implemented within any response communications campaign by businesses of any size and can track behaviour across any relevant channel – Web, Direct Mail, Email, SMS, telephony or personalised subscription advertising.
- ends -
About Intimis
---------------------
With a pragmatic, thoroughly tested approach, Intimis has been developed with the sole aim of delivering the results needed to achieve and exceed the marketing objectives of its clients.
The Intimis-augmented impact on marketing effectiveness is the product of extensive investment, R&D (with patents filed worldwide) and a wealth of deployment experience. Intimis won the B2B marketing awards for best new marketing product in 2008.
Intimis works with well known names including Igel Technology, Open University, Samsung, the Association of Teachers & Lecturers and AutoEurope. The company has well-established partnerships with technology and specialist service providers and is a preferred HP business partner.
About The Association of Teachers and Lecturers (ATL)
----------------------------------------------------------------------------
The Association of Teachers and Lecturers (ATL) is an independent, registered trade union and professional association, representing approximately 160,000 teachers, headteachers, lecturers and support staff in maintained and independent nurseries, schools, sixth form, tertiary and further education colleges in the United Kingdom.
For more information, contact:
Andy Riley,
AxiCom UK (on behalf of Intimis)
Tel: +44 20 8392 4073,
Email: andy.riley@axicom.com
Stewart Stuchbury,
Sales Manager
Intimis
Tel: +44 11 7944 4466,
Email: stewarts@intimis.co.uk - Kirsty Cooper 15-10-2009