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Kiss and Tell

CHALLENGE
In 2004, Kissimmee desired to generate low-cost leads for their travel guide and build up their database of opt-in email addresses in the process.  Kissimmee had not engaged in any email communications and their existing opt-in list was very small. 

SOLUTION
eBrains proposed a turnkey solution wherein the opt-in database would not only be created, but also communicated with on a regular basis.  We partnered with their advertising agency to create a monthly dialogue program, with eBrains managing all email deployment, testing, tracking and optimizing functions. 

In four years, we have generated over 1 million leads for Kissimmee’s printed vacation guide and incorporated those names into their opt-in list, which is currently managed at 400,000 active subscribers to their Kiss E Gram email program, continually testing, fine tuning and optimizing the campaign. 

RESULTS
With less expense than it would have otherwise taken to just generate regular leads for their literature, Kissimmee has developed a workhorse consumer dialogue program that begins with the travel guide and follows up with regular newsletters, offers and promotions.   These are sponsored by industry partners who regularly receive thousands of clicks to their respective websites each time they advertise.

Over 20 million emails have been delivered to their subscribers and email open and click rates have been maintained at a strong and consistent rate year round.
 
Kissimmee has seen their inquiry conversion rates increase by over 100% since ongoing communication began.   We serve as online counsel for the CVB and regularly meet to discuss strategies for optimizing their communications program. 

The bottom line for Kissimmee:
36%         Initial conversion rate to visitors from all inquiries
367,000    Visitor parties
$520 Million    Visitor spending/economic impact
374 to1     Return on Investment, including second and third year travel


Kissimmee Kiss E Gram sample