BDC Case Study

The Business Development Bank of Canada (BDC) is a Crown corporation owned by the Government of Canada. The bank offers a variety of financial and consulting services for SMEs from coast to coast.

Context

The 2009 Young Entrepreneurs Awards (YEA) contest was held in May and June of 2009. The aim of the contest was to get a considerable number of young entrepreneurs to enter by tempting them with prizes and the chance to have a unique window for their business.

Solution

Ressac Media successfully launched a highly optimized Paid Search (SEM) campaign to generate contest entries. And since we know that what can be measured can improve, we optimized the campaign daily so as to focus only on our success parameters: keywords, ads and budget.

To add to our overall efforts without limiting ourselves to pull marketing strategies, we simultaneously launched Social Ad campaigns via FaceBook. It was a first for the BDC, which, like other banks, are more reluctant to promote themselves on social networking sites. Our Business Intelligence unit was instrumental in developing user types by demographic data and by interests, an important element that was replicated in our target clientele strategy.

Returns

Our SEM and Social Ad campaigns were very effective in reaching the BDC’s contest registration objectives. In fact, a new record was set for the number of people who registered. More than being complementary, the Social Ad campaign on FaceBook actually proved to be pivotal to the success of the campaign.

« Ressac Media's strategy gave BDC the chance to initiate their first step towards the sphere of social media. The experience and quality of the agency's work in this field were the most important features attribued to the success of the campaign. »

Conclusion

Our specific understanding of the BDC’s target clienteles, their interests, their environment and their habits enabled us to successfully carry out this campaign and reach the BDC’s objectives.