Putting an unused campaign to work

The reader

AZoNetwork is an advertising network for the science industry. JEOL USA held a paid campaign commitment with it: an email campaign reaching 13,478 subscribers, researchers and engineers who follow scientific instrumentation.

The problem

The commitment predated me. A predecessor had arranged it and left it unused. Using it well meant answering two questions nobody had answered: who are the 13,478 subscribers, and what should each of them receive?

The alternative was one generic email to the whole list, written for no field in particular.

The work

I researched the audience myself and split it into three segments, then wrote one email for each. The first covered JEOL's electron-beam lithography systems (the JBX line), timed to land before EIPBN, that field's main conference. The second covered scanning electron microscopes, with a secondary call to action for the 120i transmission electron microscope. The third covered electron probe microanalysis, aimed at readers in metals and geosciences.

I wrote the ad copy from JEOL's internal source material, carried it through approval, and managed the content and specification pipeline with AZoNetwork. I also built a campaign tracker, so the work has a written record.

The outcome

All three emails ran. The commitment was used in full, with each segment receiving an email about the instruments in its own field. No performance metrics are on record for this campaign, so this page claims none.

An unused campaign became three targeted emails, each written for the people receiving it.

Next

Case study 03: building a marketing function from nothing and running it alone for four years. Building a marketing department from nothing.