by Rachel Bruce
I recently met with Vishanti Fox at the Institute of Physics who has been creating and coordinating a campaign to market the online courses that we provide for them, to their members.
IOP set themselves a target of generating 400 new registrations for courses throughout the first month of the campaign. As the result of an email campaign to their members, they have had 420 new registrations in June, the most they’ve had in any one month since the launch of their portfolio at the end of 2005.
Vishanti was delighted with the result, and I asked her how she had worded the campaign. She said that it was very straightforward and to the point:
- The online courses were chosen to meet the needs of the members
- The content was tailored for physicists
- The registration process was easy
- There were 18 new courses available
Keeping it simple clearly works.
Registration numbers are all well and good, but we also need to know that the courses are being well-received. As part of a new initiative at the beginning of this year, the IOP courses now include a completion area with an evaluation questionnaire. The evaluation questionnaires confirm that the IOP’s online portfolio of CPD is a success story, with plenty of positive comments and testimonials from the members.
I’m now talking to Vishanti about how we can sustain registration numbers and positive feedback on a monthly basis going forward. So far, so good.
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