Campaign Goals

• Increase tech disclosures (form fills) during the campaign period.
• Increase awareness of the disclosure process and improve repeat disclosures.

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What we did:

• Conducted interviews with their intellectual property staff to understand the disclosure cycle.
• Developed targeted messaging, designed digital ads and recommended landing page updates.
• Targeted ads through programmatic display capturing campus locations and job titles.
• Designed and executed a complementary automated email marketing campaign to target new researchers once they'd been on campus for a certain period of time to improve awareness.
• Created a real-time data dashboard.
• Monitored the campaign, adjusting creative and delivery as needed.
• Analyzed audience insights reports compared to backend form fills to demonstrate attribution and return on investment.

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The results:

• Increased disclosures by 29% in only 30 days, with disclosures directly attributed to our digital ad campaign.
• Increased organic traffic to the website and saw an increase in the rate of returning visitors on the landing page.
• Pageviews increased by 411.9% when compared to the same period last year.
• Our automated email campaign was sent to less than 100 researchers and drove 8 new contacts, including one disclosure meeting.

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