Integrated Marketing Successes: Crossing the Channel

Target Audience: The AICPA had its sights set on a prospect list of 41,000 AICPA members who were not Tax Section members.

Structure and Components: The multi-touch campaign included direct mail, e-mails, QR codes and a personalized URL that reached out to targeted members as much as six times. The campaign offered prospective Tax Section members the chance to gain free access to valuable checklists that dealt with the tax code (ordinarily reserved for existing Tax Section members) or allowed them to enter into a drawing for a netbook computer.