THE SOLUTION

The Vancouver 2010 Bid Corporation engaged Hirsch Strategies (to help them develop and execute an online marketing strategy to make Bid’s marketing initiatives even more powerful for the final push) and Connectus Inc. for the email campaign's design and execution.

The solution was to develop and Email Marketing strategy fully integrated with everything else the Bid was doing (especially print newsletters) to communicate with IOC members and Influencers. The marketing team settled on five specific messages to get out to IOC members before the big vote.

For each message, they created a print booklet (an 11x17 sheet folded), an email letter, a flash movie, and a matching micro-site. These were:

1. February "The Sea to Sky Games: Vancouver 2010"
2. April "Update - Sort and Venues"
3. early May "Update - Athlete's Villages"
4. late May "Update - Vancouver 2010 Response to IOC Evaluation"
5. mid-June "Vancouver 2010 Celebrates Olympism!"

As a result, the Bid was able to offer more in-depth information to those IOC members looking for it through the combination of an email plus microsite, than they could in the printed booklets alone, with their space limitations.

Download the case study for more details (118 KB PDF)