Harnessing the digital channel
Trilogy Interactive knows that when it comes to donor outreach, personalized messages drive results. A full-service digital agency, Trilogy Interactive provides the strategy, creative, analytics and tools that power political campaigns, causes and companies.
Brian Sisolak, Vice President, Technology Services at Trilogy Interactive, explains: “Whether we’re working for a candidate, cause or commercial brand, engaging the audience and inspiring them to take action are our key goals. Personalization is a powerful way to grab someone’s attention, and we’re always looking for innovative ways to tailor our communications.”
Increasingly, consumers prefer organizations to communicate with them via email over direct mail. In the wake of high-profile digital marketing success stories such as the 2008 presidential campaign, Trilogy Interactive saw a surge of interest in its digital marketing services.
One organization to reach out was the USO: a congressionally chartered, nonprofit organization serving members of the U.S. military and their families. The USO is not part of the federal government, and as a nonprofit organization, it depends on generous donations from individuals and corporations to support its charitable work. The organization was confident that making a robust email program part of its marketing mix would help it continue to drive the donations it needed to carry out its mission year after year.
Executing campaigns at speed and scale
Trilogy Interactive relies on IBM Watson Campaign Automation to drive consistent, relevant and personalized outreach at scale. Harnessing the IBM platform, Trilogy Interactive slashed the time-to-market for the USO’s first digital campaign.
“IBM Watson Campaign Automation is deeply embedded in our digital marketing offering,” comments Sisolak. “For example, we feed data from the IBM solution into our custom analytics portal, which enables our clients to see how their campaigns are performing against their key performance indicators. Crucially, IBM Watson Campaign Automation is fully integrated with our payments gateway, which enables us to process contributions on our clients’ behalf.”
Sisolak adds: “Every year, we evaluate whether IBM Watson Campaign Automation is still the right digital marketing platform for us—and every year, it comes out on top. One of the things we appreciate most about the solution is IBM’s commitment to continuous development and innovation—particularly around campaign analytics.”
Thanks to IBM Watson Campaign Automation, Trilogy Interactive gains deep insights into the way that people interact with its messages. By mapping out the paths that recipients take through its acquisition and contribution flows, the company can identify opportunities to streamline their journeys and inspire them to donate to organizations like the USO.
Today, Trilogy Interactive is one of the USO’s partners for digital marketing services. Working with the USO’s creative agencies, Trilogy Interactive uses IBM Watson Campaign Automation to help plan, design and execute targeted campaigns.
“One of the biggest benefits that the USO sees in the digital channel is the flexibility and responsiveness it offers,” comments Sisolak. “Whereas direct mail campaigns are typically planned out months in advance, we can make changes to digital campaigns right up to—and in some cases even on—the day of the launch.”
“We are always advocating for smarter ways for our clients to reach their audience, and over the years we’ve pioneered techniques that have since become staples of the marketing industry,” says Sisolak. “Our work with the USO has empowered them to raise significant donations on the digital channel—helping them support their work with U.S. military service personnel around the world.”
Trilogy Interactive is a full-service digital agency that provides leading causes and brands with the flexibility to be fast-acting, effective, and memorable. With operations in California, Illinois and Washington, D.C., Trilogy Interactive’s business areas include strategic consulting, brand development and email and social media marketing.
Headquartered in the Washington, D.C. area, the USO serves the men and women in the U.S. military, and their families, throughout their time in uniform and as they transition back to civilian life. Operating centers at or near military installations across the United States and throughout the world, including in combat zones, the USO offers around-the-clock hospitality for traveling service members and their families.