Rotary International typically grows its membership through local chapters. However, the global membership team wanted to boost traditional efforts with a central promotional campaign that attracted and nurtured potential members.
Rotary partnered with Ricochet to enhance its marketing strategy and develop a lead warming campaign. Ricochet dove into Rotary’s data to pinpoint promising prospects and then targeted them using a mix of email, online ads, and a dedicated landing page. The ultimate goal? Convert these prospects into engaged participants in Rotary’s free discussion forum and then transition them to local chapters for further engagement and membership.
To further amplify the campaign’s reach, Ricochet introduced new ad-serving technology to Rotary’s marketing toolkit. By conducting weekly optimizations, we ensured that Rotary’s online ad spending remained efficient and effective throughout the multi-month campaign.
