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Affiliated Computer Services Helping a Company in the Business of Helping Others

As an IT outsourcing services firm, Affiliated Computer Services (ACS) helps their clients to be more productive and efficient. Among other things, they're experts in supporting Lawson, Oracle, PeopleSoft/JD Edwards, SAP, Lotus, Microsoft, and Sun for their customers. They've become so good, in fact, that ACS in now one of the leaders in their category. But even leaders require effective marketing campaigns. ACS needed to build an online image and credibility, establish a deeper market presence, and improve their lead generation efforts.

Cutting the Cost-Per-Lead From $300 to $30

To accomplish their goals, ACS needed to launch an interactive marketing campaign that would appeal to SAP professionals, one of their target audiences. We developed the campaign creative along with promotions and offers, and generated awareness using opt-in-email, newsletter sponsorships, hyperlinking campaigns and banner ads. We developed a testing matrix to monitor success of each media, promotion and offers, and messaging. Through constant testing, we helped ACS decrease the average cost-per-sales lead from $300 (for offline direct marketing efforts) to $30-60 (for online marketing efforts). And, we increased the number of telesales leads from 50-80 (for offline marketing) to 400-600 (for online marketing) per campaign. The result: $250,000 to $2-3 million in returns per campaign.

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