Integrated Marketing Successes: Crossing the Channel

"The free checklist downloads were the Number One choice," McClamroch notes. "To further encourage membership, they were watermarked with the message, 'To receive all checklists, become a Tax Section member today,' but other than that, they were the full and final versions of those checklists. We did this to help raise awareness about the value of the benefits provided. But the popularity of the checklists also gave us some insights into the educational interests of members."