Opting In

Understanding that building its network requires multiple touch points, Stern helped Schaffer Consulting leverage media success through marketing to further brand recognition among existing clients while engaging potential new leads.

Ideas

To reposition articles secured through traditional media outreach, as well as the company’s wealth of internal expert content, the Stern team conceived Schaffer Insights, a monthly e-newsletter designed to educate and encourage best practices in mergers and acquisitions, and transformational leadership. An opt-in database growth strategy helps to ensure quality in analytics and lead generation.

Impact

In addition to piloting various targeted approaches to encourage subscriber sign-ups, Stern also translates data gathered from previously distributed issues to inform continuous improvement. Since Schaffer Insights’ launch:

  • Database has increased four-fold.
  • Open rate reached 80 percent.
  • Schaffer Insights is number two referring site (behind Google) to SchafferResults.com.