To support the digital marketing efforts of Mithun, a Seattle-based architecture firm, Catalysis made significant enhancements to Mithun’s ExpressionEngine-based website. We initially engaged with Mithun because their non-technical employees were having a difficult time easily updating their website and the site’s performance was poor.
To assist the Surface team in creating a brand new relationship marketing program, Catalysis created a Windows Azure-hosted registration experience and email nurture campaign to drive excitement among highly engaged Surface followers and prospective buyers. The registration experience was built as an iFrame and incorporated into the surface.com homepage to provide a seamless user experience. The iFrame was built in Windows Azure and leveraged multiple datacenters to ensure it could easily accommodate the high traffic volumes and fast page load times required for this extremely popular launch. The site was developed to dynamically render in one of 19 languages, mapping to 35 markets, based on pass-through parameters from the surface.com homepage.
Catalysis was asked to create a portal experience for students that consolidated all of Microsoft’s offers and programs in one place, while focusing on a set of goals for the site that included trial, purchase, and participation. Using existing research, and our own data mining, Catalysis developed target audience personas that drove the information architecture and user experience design of the Microsoft.com/student site.
In so doing, we created a parallel relationship management program that connected each student’s information across programs and product groups. With the data and programs in one place, Microsoft is able to simplify email communication to each student – resulting in a single, unified voice. In addition, the system enabled cross-company goal alignment without re-architecting legacy programs and offers.
To support the critical mobile browser market that makes up 85% of student views, Catalysis ensured the site translated well across both desktop browsing and mobile devices. Finally, the site and programs were designed to enable worldwide subsidiaries to easily localize, customize, and maintain their own sites and relationship marketing programs without development resources.
Windows 8 Previews
Windows 8 Previews
In support of Microsoft’s release of the Windows 8 Consumer Preview, Catalysis developed an international, dynamically-generated iFrame registration page that lived within the Windows Online parent page. The registration page, which was rendered in 35 languages and mapped to 190 total markets, needed to support up to 1,500 concurrent users with a maximum load time of 1.5 seconds.
Due to projected high traffic and performance requirements, the iFrame was hosted on Windows Azure, primarily because of its availability and scalability. The personally identifiable information (PII) captured through the iFrame was encrypted on Windows Azure and then securely transferred and stored on a Catalysis-hosted database.
In addition to the iFrame registration experience, Catalysis delivered a triggered email send in 35 languages via the ExactTarget platform that welcomed users when they registered to receive Windows 8 communications.
Since launching the campaign in February 2012, Catalysis’ service has captured over two million unique registrations.
Treehouse, a 501(c)(3) organization providing services to foster children receives nearly 90% of its operating budget from donations. In 2012 they were experiencing a significant undeliverable rate on their direct mail sends, resulting in underperforming campaigns and lost donation opportunities. Catalysis offered to help them identify ways to make the most of the donor data they currently had available to ensure maximum return on their direct mail efforts.
We began by auditing Treehouse’s data to determine how complete and accurate it was. Our analytics team determined that they had a large number of incorrect addresses in their database and to correct this, worked with a third party vendor to perform a demographic append and address correction. With more accurate data, our analytics team was able to provide an analysis of which donors to focus on to increase contributions and the performance of their campaigns.
As a result, Treehouse sent out 46% more direct mail pieces for their 2012 Holiday Campaign than they did in the previous year and experienced a 14% increase in average donation size. By increasing the send numbers, reducing the non-deliverable rate, and focusing on specific donors, Treehouse realized a 38% increase in donations for their holiday campaign.
Windows Phone 7
Windows Phone 7
In support of Microsoft’s TechEd, Catalysis delivered a simple online experience that enabled Windows Phone 7 demonstrators to capture the personally identifiable information (PII) of consenting participants, conduct surveys on their propensity to purchase, and enter them into random drawings.
Using QR codes to kick off the registration, customers were taken to a registration page that securely collected, transferred, and stored their PII in a Catalysis database. Participants had the opportunity to win a prize each hour and the winners were determined by a tool that Catalysis developed to automatically draw a random winner from the database.
Through ingenuity, focus, and efficiency, Catalysis rapidly designed, developed, and implemented the online service within five production days. Over 1,600 TechEd participants registered and participated in the survey.
Catalysis worked closely with the Winebid.com team to refine an enhanced user experience as they re-launched their online bidding and buying experience. We developed visual concepts and data architecture options to intuitively display useful search filters and logical results, along with user-based order and account administration tools. Catalysis led the Winebid team through several audience-based discovery exercises as we created story boards, drafted instructional copy, and refined imagery before tying it all together within several tutorial videos posted within the re-designed winebid.com web property. The successful launch has received rave reviews as the wine buying audience enjoys the new tools and visually pleasing imagery.
After Moss Adams LLP thoroughly redesigned their corporate brand, Catalysis was brought in to translate the refreshed elements into a relevant and useful web experience. We partnered with the internal marketing team to deliver an entirely new web property and internal content management toolset. With such a deep and expansive set of financial services, Moss Adams was an especially tricky project due to alignment of logical navigation structures and content organization challenges that needed to be identified and resolved in real time. The end result is a beautiful and extensible web presence where detailed user data is readily available for maximum conversion and optimization.
MSN launched their new homepage design and updated features that deliver a simple, smart organization of the information and people that audiences care about. Catalysis was asked to design and develop a preview experience that would excite and inform existing and potential MSN viewers. Our audience research showed that users would only be interested in the new features if they were driven to a very interactive experience that enabled various paths or users flows through the streamlined, contemporary, yet simple functionality coming within the newly launched MSN Homepage.
The challenges of creating excitement and building awareness were met with a strategic advertising campaign driving massive traffic to a uniquely interactive preview experience. The award-winning MSN Tour experience that Catalysis delivered was a huge success. The tour was built to detect visitor's default media player and deliver the online experience using Silverlight, Flash or HTML for optimal viewing of the interactive animation, videos, and enhanced navigation. This preview experience exceeded expectations as interested visitors viewed the tour over 10 million times during the initial media wave.
Our client, a large 40-year old natural food cooperative, asked Catalysis to help them analyze the transaction data of their members in order to identify ways to enhance the member experience, as well as generate additional revenue to further support their mission.
Using advanced marketing analytics – and some non-traditional academic tools – Catalysis examined the sales data of 6,500 Co-op members to create member segmentation based on the products that were central to the member buying experience. We then were able to make recommendations for product placement to increase the basket size of each segment .
One of the key findings of the analysis was that the largest contributor, by far, to their pre-tax profit was a segment that constitutes only 6% of their membership base. In addition to product placement recommendations for this group, Catalysis found that a loyalty or recognition program would help the Co-op maintain and grow this critical membership base.
Additionally, Catalysis was able to identify key opportunities for moving customers from less profitable segments into more profitable ones.
Implementation of the Catalysis recommendations are projected to increase the Co-op’s pre-tax profit by at least 1% each year, providing additional funding for the many programs that support the Co-op’s mission of providing natural, organic food to their community.
Office for Mac
Office for Mac
In support of the Microsoft Office for Mac product group, Catalysis developed a product registration and newsletter program for Office for Mac product registrants. This relationship marketing program, the Office for Mac Insider, provides customers with monthly email that include product features, tips, and offers that that are relevant to the product version they registered. Email communications are facilitated through ExactTarget and all registration, reporting, and analytics are conducted by Catalysis, leveraging Catalysis tracking, ExactTarget, and WebTrends data.
Catalysis is helping drive an average of 85,000 new registrants per month from a community not known for their affiliation with Microsoft products. Since launching the campaign in October 2009, the campaign has seen a 718% growth in the registration-base. Additionally, the monthly newsletters are achieving a unique open rate of 42.9%, and unique click to open rate of 14.4%. Catalysis performed analysis of the registration survey data combined with click data to profile the user and inform the content strategy. The campaign serves as the central registration and communication vehicle for all Microsoft for Mac customers including recently extending for iPhone Apps.
Thunder Valley Casino
Thunder Valley Casino
As Thunder Valley Casino worked toward a grand re-opening event to unveil their new Hotel and Spa facilities, they decided to refresh their brand and online presence. Catalysis was asked to collaborate with their advertising agency to architect and build a new web site and web based content management system. We worked closely with TVC marketing members and their advertising agency to deliver the appropriate toolset and corporate aesthetic to enable additional online marketing in an efficient and scalable manner. TVC had special customer privacy requirements surrounding digital game credits and player accounts. Catalysis designed a secure web service for the TVC IT department that effectively satisfied all PCI and HBI data protection requirements.
As Banner Mattress shifts some of their advertising focus toward the digital space, Catalysis is providing online marketing strategy and delivering new online experiences focused on driving measureable ROI and increased revenue. We started by redesigning their website with a simplified user flow and search engine-friendly data architecture that will enable continuous optimization as we effectively drive online traffic into their retail locations. The eventual conversion rate and overall advertising mix will be constantly monitored and refined as Catalysis helps the Banner Mattress team increase visibility into their advertising budget and related impact to profitability.
Successful promotions and well received marketing campaigns left BabyLegs with more traffic than their aging eCommerce platform could handle.
As Cyber Monday rapidly approached, Catalysis stepped in to find a solution. Our technical solutions team developed and executed an automated test script to quickly pinpoint system issues and uncover corrective actions. Our organized testing allowed us to locate and optimize several problematic database calls and decrease the transaction processing load by 78%.
While we worked to minimize server load and increase overall transaction throughput, we found and solved other issues that reduced the initial load time by 83%.
BabyLegs.com experienced the highest online traffic levels and largest single day revenue in their history without a single transaction failure. This system refinement should allow BabyLegs to grow online sales for the next several years without adding hardware or investing in new software.
Catalysis was asked to deliver a cohesively branded online experience that would span traditional and digital mediums while introducing Bing search and shopping features to Ellen's massive television and social media audience.We designed and developed a dynamic micro site that exposed Ellen's followers to enticing new search features within a comfortable and familiar confluence of brand elements and eased visitors into their initial interaction with Bing. This site's dynamic content successfully captured attention and enabled deeper interaction with Bing via connected Twitter feeds, YouTube video content, and Facebook applications. This successful campaign introduced Bing features to Ellen's 28 million monthly viewers while tracking the 2 million daily visitors through their online search and shopping experience.
Life Without Walls
Life Without Walls
Microsoft's Windows Product Group wanted to create a stronger online experience for the Windows brand and share with the world the possibilities that exist by living "life without walls." Crispin Porter + Bogusky (CP+B), the global agency of record for the Windows brand, created and launched the Real PC campaign under the Windows Life Without Walls brand umbrella on behalf of Microsoft.
As a vendor with the experience and authority to act on Microsoft's behalf, Catalysis was asked by CP+B to manage all registration and communication aspects of the campaign. This included user registration, email communication, user-experience consulting, privacy and online safety reviews, and compliance issues. Catalysis created an online-reporting dashboard that summarized the full suite of impressive campaign metrics.
Seattle Girl Geek Dinner
Seattle Girl Geek Dinner
Catalysis was given the opportunity to host an event for the Seattle Girl Geeks, an organization dedicated to bringing technical women and girls together to network and support the local community of female professionals. As hosts, our goal was to provide a fun and interactive event that would give our 80 guests an opportunity to both network and tour our beautiful workspace. In addition, because this is an organization of tech-savvy women, we wanted to give them a technology-based game that would also serve the purpose of introducing them to the power of advanced marketing analytics.
To those ends, we created a QR code adventure that led our guests through our space and simultaneously gathered profile and behavioral data so we could segment them. Using their smartphones to scan the codes, our guests were given profile questions at each QR station, as well as clues for finding their next QR location. During the game, the results of the profile segmentation exercise were displayed in real-time so everyone could see how the group was being divided into unique segments. Ultimately, to no one’s surprise, the majority of our guests were segmented into the “Hardware-Centric Alpha” group.
The event received rave reviews and we realized our goal of providing a fun and interactive way to encourage networking and exploration. A side bonus was that we impressed a bunch of amazing, technical professionals and ended up with a pretty cool, extensible code-base for interactive event marketing.
Bing Earth Day
Bing Earth Day
In an effort to drive new traffic and introduce new features to an expanded audience, Catalysis was asked to design and develop a campaign for Earth Day. The Bing homepage is used by students everywhere as a way to explore and learn about the world, so focusing on education was a natural fit. By encouraging students of all ages to capture Earth Day-related images and share them with the world, Bing's Earth Day Photo Contest was a great opportunity for students to honor Earth Day and spend some time outdoors learning about and photographing their natural environment. Catalysis delivered and administered the contest website, notification emails, and the related toolset required to enable high resolution image upload, hot spot tagging, contest administration, participant voting, and photo gallery presentations. We were able to collaboratively incorporate a valuable donation coupon feature and Bing visual search feed features that resulted in massive viral and social sharing through a multi-faceted campaign that was very well received by students, teachers, and parents alike. Over 80,000 visitors participated or voted within the contest and 22% of those visitors were drawn into the mix by peer to peer sharing.