Georgia Aquarium: Delivering Personalized Emails with IBM Marketing Cloud
Customer Company Size
Large Corporate
Region
- America
Country
- United States
Product
- IBM Marketing Cloud
Tech Stack
- Email Marketing
- Lead Management
- Mobile Engagement
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Real Time Analytics
- Application Infrastructure & Middleware - API Integration & Management
Applicable Industries
- Education
Applicable Functions
- Sales & Marketing
Services
- Cloud Planning, Design & Implementation Services
- Data Science Services
About The Customer
Georgia Aquarium in Atlanta, Georgia, contains more than 10 million gallons of water and has the largest collection of aquatic animals. The mission of Georgia Aquarium is to be an entertaining, educational and scientific institution featuring exhibits and programs of the highest standards; offering engaging and exciting guest experiences promoting the conservation of aquatic biodiversity throughout the world. Georgia Aquarium is an accredited member of the Association of Zoos and Aquariums and the Alliance of Marine Mammal Parks and Aquariums.
The Challenge
Georgia Aquarium, the world's largest aquarium, was looking to strengthen its relationship with visitors, sponsors, and donors via the email channel. However, there were gaps in communication and data was stuck in silos. The digital marketing team, which consisted of just one person, was tasked with not only retaining loyal fans, providing consistent value, and driving more revenue, but also proving the benefit of bringing on additional resources. The team needed to identify the Aquarium’s key personas and match these with the Aquarium’s primary goals. They also needed to redesign the newsletter templates to be mobile-friendly and study readers’ behaviors to create better-targeted conversations.
The Solution
IBM helped Georgia Aquarium’s marketing team begin using automated programs, preference centers, and reporting to help launch and execute three different nurture campaigns. These campaigns were targeted at the Aquarium’s key personas –Ticket Purchasers & Event Attendees (Non Members), Members/Pass Holders, Oceans Society, and Donors. The campaigns focused on Acquisition/Welcome, Loyalty, Renewal, and Reactivation. The team started by redesigning the newsletter templates to be mobile-friendly and studying readers’ behaviors to create better-targeted conversations. With momentum building, the Aquarium began using automated programs, preference centers, and reporting to help launch and execute three different campaigns.
Operational Impact
Quantitative Benefit
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