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CRSI, a nearly century-old trade association, needed to grow its influence beyond a very limiting traditional marketing and communications approach.
INFLUENCE MULTIPLIER. The field promotion professionals of the Concrete Reinforcing Steel Institute have only so much opportunity to reach a large audience. That audience also has limited time to listen. The institute clearly needed to extend its messaging reach into inbound space where target audiences would intuitively look for it. Interactive online tools, web-based learning for mobile devices and broadcast webinars now position the institute's messaging in the mainstream - greatly expanding engagement, and ultimately, influence.
TACTICAL CHANGES. Expanded reach was largely accomplished through a comprehensive digital presence strategy and the development of website improvements, interactive tools, technical webinars, e-learning content, and social media.
MOBILE FIRST. Today's professionals demand adaptive and personalized information resources available on their schedule. Communicating the benefits and complexities of steel reinforced concrete to a diverse audience often requires a very quick and entertaining read. And, of course, anywhere, anytime access. Digital communications have made this, not only possible but economical.
RESULTS! The institute now enjoys much higher organic traffic and engagement with its new e-learning platform, generating many times greater ROI than was possible with traditional methods. Publication sales (non-dues revenue) benefits handsomely as well.