Microsoft needed to engage the US software startup community through its BizSpark program, so it hired Metia to devise and implement an integrated digital and social media campaign that included outreach via social media channels, startup-focused websites, and in-person events.
We began by executing a marketing campaign on Linkedin, wherein we targeted US technology entrepreneurs whose companies matched the criteria for Bizspark membership via web banners and Linkedin InMail to draw new registrants to the program. On the social media news and web tips site Mashable, we hosted the ‘Spark of Genius’ series, which included a Bizspark landing page, sponsored banners, and daily news posts across the site.
To further engage entrepreneurs, we sponsored online startup communities Silicon Alley Insider, vator.tv, and thefunded.com, where we created Bizspark landing pages, web banners, sponsored articles, and posts. We harnessed email marketing with promotional emails to subscribers of thefunded.com inviting them to register into the program.
This multifaceted campaign led BizSpark to achieve a total of 5,133 enrollments in the program’s first year, which was 112% of its goal.