Canadian Management Centre is one of Canada's leading providers of powerful, practical business-learning solutions. They train individuals from the finest organizations in the world, including: Coca-Cola, Enterprises, Bayer Inc., Toyota Canada, and hundreds of others.
The Challenge:
Canadian Management Centre was looking to their web strategy to meet the following objectives.
- Have the website become the primary means of communications and registration point between the Canadian Management Centre and its customers or potential customers;
- Reduce administrative and marketing costs and streamline processes;
- To launch e-learning capabilities.
The Strategy:
Onroad worked in-depth with Canadian Management Centre's marketing division and senior management to gain a full understanding of their business needs. This analysis helped Onroad design and implement a particular strategy aimed at meeting the Canadian Management Centre's objectives.
Onroad designed and built a website that allowed for the presentation of a large amount of information, but was at the same time, easy to use. Online catalogues, registration and scheduling provided information to customers efficiently and easily.
A sophisticated permission based email-marketing program was established along with detailed tracking capabilities that allowed Canadian Management Centre to constantly evaluate the success of their efforts.
E-learning capabilities were established on the site, and plans for two-way communication between Canadian Management Centre and its clients are being put in place.
The Results:
By building a website with multiple components and using permission based email marketing Canadian Management Centre has increased their web registration from less than 1% to over 20% of their total registrations in less than 4 years. This has translated into greater visibility to their clients as well as decreased administrative costs.
The implementation of a permission-based email marketing system has allowed Canadian Management Centre to market more efficiently. Furthermore, the ability to view statistics on how that marketing was being received provided new insights that helped plan future campaigns. In all, the Canadian Management Centre achieved measurable results in all of its objectives.