Case Study: Baldrige National Quality Program
Recognizing and honoring performance excellence.
Established by Congress and managed by the National Institute of Standards and Technology, the Baldrige National Quality Program identifies and honors U.S. organizations for performance excellence and educates organizations on how to achieve world-class results. Baldrige wanted to use online marketing tactics to build greater awareness of its events and program offerings, increase traffic to its website, and grow conversions for activities including Baldrige Examiner applications.
Rock Creek has developed a series of online advertising campaigns that have created both short- and long-term success. Using information gathered during a comprehensive analytics audit, Rock Creek developed a baseline set of success metrics that both the Rock Creek and Baldrige teams are using to measure the campaign and site performance. Using a combination of branded and non-branded ads, Rock Creek has driven qualified traffic directly to targeted areas of the Baldrige website.
Within the first 60 days, Rock Creek’s pay-per-click (PPC) advertising campaigns succeeded in creating national interest and contributed to a 33% increase in Baldrige Examiner applicants over the previous year.
