MANNA CASE STUDY

Manna, Inc needed brand awareness. Polese Clancy utilized direct response advertising to direct marketers and IT professionals to Manna’s Web site, where they could log-in and access customized information. Collateral, tradeshow booth graphics and support materials helped to strengthen Manna’s brand. The advertising campaign helped to increase traffic to Manna’s Web site 255% and generate new prospects for the sales team.
Goals:
	Build brand awareness for Manna as the leading personalization software company
	Support sales development efforts
Must Do:
	Generate sales leads through Web site and advertising
Strategy:
	Use direct response advertising to drive prospects to Internet, where customized information requires log in registration
	Use back-end database technology to capture lead names and other intelligence tracking data
Audience:
	Marketers and IT professionals in companies with existing dynamic Web sites
Results: As a result of a short-term, small space advertising campaign
	Web site hits increased 255%
	Page views increased 225%
	Individual client sessions increased 235%
	Nearly 20 new prospects were generated for qualification by the sales team
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