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.
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.
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.
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.
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.