PRZOOM - /newswire/ -
Irvine, CA, United States, 2012/01/09 - Orange County-based marketing and advertising agency TRAFFIK recently aligned with the Professional Association of Diving Instructors (PADI) to develop a new digital campaign that encourages non-certified divers to register for full certifications.
Marketing and advertising agency TRAFFIK aligned with the Professional Association of Diving Instructors (PADI)—widely recognized as the worldwide authority on scuba diving—to develop a new digital strategy that encourages non-certified divers to register for full, open-water certification.
“PADI had a database of divers that had at one time applied for temporary certification, but they were unsure how to penetrate into the list,” said Anthony Trimino, principal and chief creative officer of TRAFFIK. “Our solution was to build a hybrid traditional and digital campaign that would create a unique, personal experience for each prospect.”
TRAFFIK’s integrated campaign was devised to meet all of PADI’s goals while offering full tracking every step of the way. It combines direct mail, QR codes, personalized URLs (PURLs) and a brand new landing page that offered mobile compatibility to reach list members and increase memberships. The one-of-a-kind site utilizes cutting edge HTML5 and CSS3 programming to deliver an animated browser experience without the use of Flash. Once at the page, visitors can opt to purchase an online e-certification package or locate a PADI dive shop where they can take classes in person.
“Everything about the campaign is fully trackable,” Trimino continued. “We built a custom dashboard into the site that gives PADI access to advanced analytics, which has really added to their bottom line.”
The site’s colorful navigation cleverly mimics the layers of the ocean as you scroll down the page, bringing visitors farther into the depths as they learn more about the benefits of lifetime certification with PADI. Furthermore, the landing page includes a photo gallery, fun facts and trivia to sustain a visitor’s interest. TRAFFIK also employed PURL technology to deliver a custom greeting for each visitor.
“We’ve produced a campaign that will appeal to individuals with some diving experience and that are looking to advance their education,” Trimino stated. “If they haven’t considered lifetime certification in the past, we feel that this campaign is a powerful tool to persuade them to take the plunge.”
TRAFFIK (traffikonline.com) is an award-winning Orange County advertising and digital media agency located in Irvine, California. Founded in 2001, this full-service idea house is an active difference maker in several industries, including medical insurance and devices, consumer products and retail, as well as B2B and B2C marketing. TRAFFIK is known for its emphasis on producing highly visible creative and advanced digital content, and for its philosophy of partnering with clients to develop highly specified, results-oriented strategies.