Success Story

National Geographic

 

 

The 113-year-old National Geographic Society, one of the world's largest nonprofit scientific and educational organizations, reaches nearly 200 million people each month through its magazines, books, maps, television and interactive media. The Society has funded more than 7,000 scientific research projects and supports an education program combating geographic illiteracy.

The Challenge

Promote a new television program featuring scientific content to multiple market segments across the United States. Additionally, the promotion was to be geo-targeted to leverage cross-marketing agreements with cable networks and distribution partners. W3PR had 2 weeks to research, plan and implement this campaign.

The Objectives

National Geographic's primary goals were to build awareness among potential viewers (brand the show) and to stimulate Web site visitors to e-mail cable providers in their local area requesting the providers carry the show.

The Strategy

Target potential viewers on a contextual level based on the content featured on each show and improve Web site registration function to maximize unique visitor conversion-to-register rates. The registration strategy had to be designed to reflect National Geographic's cable provider contact requirements.

W3PR services included:

• Strategic Marketing Consulting including conversion, measurement and reporting
• Viral and Grassroots Marketing.

The Results

The client was very pleased with the results of W3PR's initial campaign and extended the contract for the remainder of the pilot series.