Creative Strategy & Graphic Design, Brand Strategy, Brand Development, Integrated Marketing, Audience and Landscape Research, Customer Journeymapping, Digital Marketing Strategy, Content Writing, Content Strategy, Traditional Marketing, Direct Mail, Print, Video Production & Business Advisory

Micro-Budget | Multi-Channel Digital Campaign Results

Despite a nearly 75% reduction in the budget (COVID), IFMA’s Membership department maintained a campaign cost-per-conversion of less than half the desired $50 goal, 3000%+ return on ad spend with an overall return on ad spend of 662%.

Digital Marketing Results

Over the course of 3 years working with the credentials sales and marketing team, Red Thread was able to launch and optimize campaigns that resulted in a cost per digital conversion of $133.84 - a year-over-year reduction of over $100, and well under the goal of $150 cost/conversion. In addition, this exposure helped bring the overall cost-per-conversion to under $65, a reduction of nearly $140.

The campaigns resulted in a 3290.75% return on ad spend. 

5 years Agency-of-Choice | Creative Strategy | Brand Strategy | Integrated Marketing | Membership Recruitment & Retention | Professional Credentialing Sales | Events & Trade Shows | Website | Print | Socal | PPC | ROI + for days!

We recommended combining IFMA’s statistics on the career benefits of earning credentials with testimonials to create stories that educate on the long-term value of the credentials, instead of explaining only what the credentials taught. 

Red Thread also helped FMs convince their bosses to pay for or supplement the hefty cost of earning a credential by creating infographics to clearly present the organizational benefits of employing credentialed FMs. 

As a product with a premium purchase point and a multistage purchase funnel, IFMA needed to communicate to facility managers (FMs) the long-term value of investing in credentials. We gathered video testimonials at an industry conference so potential customers could hear directly from credentials-holders how the investment propelled their careers.

We worked with IFMA to implement a digital strategy designed to reach facility managers at all stages of their careers, using a combination of channels and tactics: paid social advertising, paid search, display, video campaigns, email marketing, landing page development, print advertising and internal resources. 

Using selective targeting, including first-party data and internal email lists, allowed us to create many engaging touchpoints for digital awareness and grow the IFMA credentials audience.

Account Team

Designers (3) digital marketer (1) web developer (1) account manager (3) operations & chief of staff (1)

The Tassel | When all the threads come together as one!

Team Overview

• Director of Marketing - Main point of contact and Strategic Partner

• Director of Membership Recruitment & Retention

• Director of Global Events Marketing

• VP of Marketing

• Marketing Coordiator

• Website Director

• Chief Executive Officer

• IFMA Board of Directors