Challenge:

During his term as the governor of Texas, Rick Perry developed his own website, www.rickperry.com which allowed visitors to stay up to date on important issues and to read news and information about state supported programs. Governor Perry also gave visitors the opportunity to join the Perry Alliance Network. The Perry Alliance Network was seen as a new approach to grassroots organization and served as the online headquarters for his supporters, campaign volunteers and online activists to all come together. Alliance members helped grow the governor’s network by recruiting friends and family to join the Alliance, but there was no easy to use system in place. Therefore, 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 sites current appeal and navigation.

JumpReach Solution:

The JumpReach Team applied its JumpReach Pro (Alpha Version) viral marketing service to facilitate the referral of the Alliance weekly newsletter by current Alliance members to others who might be interested in Gov. Perry's state programs. Alliance members now had a mechanism that allowed them to easily refer The Perry Alliance to anyone within their personal address book. Each person who was referred received a personalized invitation to join the Alliance and receive the free weekly newsletter.

Results:

Through the use of JumpReach Pro (Alpha Version) The Perry Alliance Network was able to organically grow its subscriber list. On average, for every one Alliance member that used the viral marketing tool to refer the newsletter to their contacts, two new subscribers signed up to receive the newsletter.