ACERRA Learning Inc.

Formerly the e-learning and consulting services division of Calian Technologies, ACERRA Learning Inc. was relaunched and rebranded in 2001 after being acquired by Algonquin College. The organization set aggressive targets for itself: within three years, ACERRA hopes to capture 10 per cent of an estimated $400 to $500 million market. To stay on course, ACERRA knew it had to raise its profile in the business community. Stage one of that effort included traditional print-based direct mail, as well as conferences, open houses and special events. Stage two: a fully developed, permission-based email marketing campaign and special e-bulletins.

The only question was how to pull it off in the face of already stretched resources and tight timelines. "We had to determine the most effective way to run this extensive and critical email marketing program," says Fred Farag, ACERRA's Manager of Corporate Marketing and Communications. "We knew there were advantages to outsourcing this initiative, but we needed to ensure we would maintain significant control over the program."

That's when ACERRA turned to cardcommunications, an outsourcing provider of e-marketing solutions. "After meeting cardcommunications, they agreed to take our existing ideas and turn them into compelling email campaigns," says Farag. "In no time at all, they came back with completely professional layouts and designs, along with a list of recommendations all based on best practices. We were wowed." In less than two months, the campaign was in full swing. One tangible result: ACERRA was able to cut its budget for traditional direct mail by 50 per cent. More important, e-marketing is now an integral part of the organization's marketing mix, enabling ACERRA to build stronger relationships with its customers while at the same time maximizing the returns from limited budgets and resources.

"The team at cardcommunications makes our email marketing efforts painless," Farag says. He adds that his team can now focus on developing key messaging and programs, while cardcommunications looks after the design, deployment and evaluation of the monthly enewsletter and bulletins. "They really are an extension of us and they are a true pleasure to work with, not to mention incredibly responsive to our needs and requests."