GeoLearning

Company: GeoLearning, Inc., West Des Moines, Iowa
Company Description: GeoLearning is the leading provider of Managed Learning Services and hosted learning technology. The company’s products and services are used by corporations, government agencies and non-profit organizations to manage human capital development, accelerate critical business processes and drive organizational performance.
Nomination Category: Advertising
Nomination Sub Category: Best Specialty Ad Campaign

Nomination Title: GeoLearning Dinosaur Campaign

   1. The date in 2005 on which this nominated campaign was first run, aired, or otherwise made public:

January 2005

   2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

The Dinosaur Campaign's goal was to cement GeoLearning's position as an Internet-hosted technology solution or Application Service Provider (ASP) against outdated, traditional software vendors in its market space. The campaign appeared around industry tradeshows and adopted the theme "Don't Buy a Dinosaur! Go ASP." in contrast to the headaches, hassles and risks of traditional enterprise software deployments. The campaign utilized trade magazine ads, speciality items (dino-on-a-leash and t-shirts), tradeshow signage and invitations, email and Web site marketing, etc. For the last 3 shows in 2005, GeoLearning’s pre-show activities (Website traffic, cocktail reception RSVPs, etc.) have resulted in list-to-lead conversion rates of 46%, 55% and 62%. This means that 62% of attendees contacted GeoLearning with full contact information PRIOR to the actual tradeshow, enabling sales people to schedule demos, meetings and presentations. After-show responses rates (Website traffic, visited booth, attended cocktail reception, listened to the presentation, etc.) have been 68%, 77% and 79%. This means that ~80% of all show attendees contacted GeoLearning in some way with contact information.

   3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency & Client: GeoLearning (in-house)
Director & Writer: Will Hipwell
Art Director & Designer: Sofia Reino