Integrated Marketing Successes: Crossing the Channel

"A multi-touch approach makes a big difference," Catalano remarks. "People are busy. They forget or don't always respond to the first parts of a campaign. The extra touch points are reminders and always help drive response higher."

The checklists covered individual and business returns, highlighting some of the practical and educational benefits of Tax Section membership (touted on the PURL's landing page). Included with multiple links to join was a member testimonial video, along with an endorsement quote from Sid Kess, a noted and popular CPA industry guru. A lead capture page provided click-through results.