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Using Omni-Channel Marketing to Drive Registration

ASE's Membership Campaign

Client:
Automotive Service Excellence
Business:
Marketing
Project Launch:
2015
Industry:
Membership Association

The National Institute for Automotive Service Excellence (ASE) is a professional certification organization for professionals and shops in the automotive repair and service industry in the United States and Canada.

Challenge

Registration for ASE’s online testing  program, the core of their business model, was facing a multi-year decline. ASE needed to increase engagement and participation. 

Solution

Through our data and digital analysis, we discovered that while their direct mail efforts helped raise awareness of upcoming enrollment periods, the majority of technicians who registered sought out ASE on their own through online channels. To help ASE become more relevant in their space, an omni-channel marketing strategy was needed.

Execution

We developed and implemented a targeted digital approach using a combination of PPC, social, paid search, email marketing, and direct mail. Each wave of results led us to continually evolve messaging for an optimal user experience and to pull technicians through the program funnel to a completed registration. 

Results

We broke registration records that the organization had not seen in 10 years!

  • Increased registrations by 13% in the first month.
  • Increased overall online engagement with the program by 24% in the first 6 months.

 

ASE Digital PrintASE Digital and Print Components

 

My experience with the Nexus team was one of professionalism, responsiveness, and creativity in helping to reach our goals. Their customer service and attention to detail is excellent, with a particular knack for leveraging the latest technology to deliver the right message to target groups.

Tony Molla, former VP Communications, ASE

results

  • 13%

    increase

    in registrations in the first month

  • 24%

    increase

    in online engagement with the program in the first 6 months

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