Engineers Ireland

How we encouraged people to become members

Brief:

To increase membership of EI, by encouraging old members to renew or reactive membership, and to acquire new members. They wanted to change perceptions across the different engineering disciplines, and convince all engineers of the professional importance of becoming a member.

Strategy:

We wanted to create an advertising campaign that would appeal to all engineers. The one thing we felt they all had in common was, as children, their strong desire to understand how things worked. So, we created a display campaign; using print, online advertising and email marketing, to recreate that sense excitement and pride.

Results:

Email Marketing

• 3462 Linked In ‘In mails’ sent out
• CTR 0.24%

Display Ads

• Above average CTR of 0.08%
• 12 full member sign ups
• 7 student member sign ups

We also created a viral game, testing knowledge and dexterity, to pitch different disciplines against each other.  The success of this viral is testament to the competivity of the profession.

Viral Results

• 5007 entries to date
• 113 clicks through to website