The Challenge: Things are changing in the electric utility industry and our client wanted to differentiate themselves by offering online training to their customers. To deliver this RFL needed a solution where customers could register for and attend webinars focusing on industry hot topics like networking and cyber security. They also wanted to develop a marketing campaign to let their customers know about the program and upcoming courses.
Our Approach: Working with our client’s stakeholders to understand their audience needs and strategic objectives we helped to develop RFL CONNECT branding and a series of new pages for the site. To handle course descriptions and registration, we used a combination of custom development know-how and off-the-shelf plugins for the CMS powering their site. This “system” manages the online training calendar, attendee registrations, and includes a form to request video archives of past webinars. After signing up, attendees receive a confirmation email with a one-click link to automatically add a reminder to their calendar. We also created a branded email template which we use to send weekly announcements and other communications on the behalf of the client.
The Result: Within weeks, our client reached their target number of participants in the weekly online training webinars, resulting in engaged, educated customers. Conversion rates from our emails (the percentage of recipients who then registered for a webinar) are an impressive 2.5%.