Challenge:

Throughout his term in office, Governor Rick Perry of the State of Texas has proven himself to be a leader who does what he believes is right, regardless of what critics may say. Gov. Perry developed a website www.rickperry.com to allow visitors to keep in touch with issues he addresses, news from state-wide support programs, and the opportunity to join the Perry Alliance Network.  This network is the combined headquarters for Governor Perry’s supporters, campaign volunteers and online activists. It is a new approach to grassroots organization. Many Alliance members have chosen to help grow the governor’s team by recruiting friends and family to join the Alliance.  The JumpReach Team was challenged to build a social marketing program that would allow Alliance members to invite their personal contacts in a simple manner while maintaining the current site's appeal and navigation.

JumpReach solution:

EyeTraffic Media applied its JumpReach viral marketing email solution to facilitate the referral of the weekly update newsletters by current Alliance members to others who may be interested in Gov. Perry's state programs.  JumpReach allowed the current Alliance members to refer The Perry Alliance to anyone within their personal contact list quickly and easily no matter what their email platform was.  Each person on the referrer’s contact list that was selected received a personalized invitation to join the Alliance and receive a free weekly newsletter.

Results:

The JumpReach viral marketing program facilitated an effective increase in subscribers to the Alliance newsletter.  For every one current Alliance member that used JumpReach to refer the newsletter to contacts in their address books, two new subscribers joined to receive the newsletter.