An important part of a marketing department's work is to be able to measure the return on investment on their advertising programs. A large, business-to-business company needed a way to have a "call-to-action" in print advertising go to an interactive ROI calculator microsite to demonstrate the savings possible with the application of a new technology. The microsite would help identify sales opportunities from visitors seeking further information or consultation.

IO on Demand CalculatorThis company teamed with Majec Systems to bring an Excel-based ROI calculator to an interactive website that provided visitors a way to calculate the potential project savings based upon the specifics of their project.

The other objective for this ROI calculator microsite was to promote the other elements of the latest product release and generate leads for the company's global sales force. The online calculator allows visitors to enter 10 fields and see the project cost savings, man-hours saved on project change orders, and man-project days saved on the overall project schedule.

The website offers a form to request a brochure and a form to request free consultation. Both of these forms use the client's existing marketing fulfillment communications system and sales lead generation system, which were also developed by the Majec Systems team. Also, social media aspects were designed into the web site through the integration with existing YouTube videos, Twitter feed, news blog, and LinkedIn Group.

Due to the aggressive schedule, the whole project had to be completed in less than four months. Further complicating the project was the existing Excel-based ROI calculator, which had several thousand lines of calculations that needed to be converted into Microsoft SQL Server and .Net code for the interactive web site.

The micro site was launched in March 2010 on a dedicated Majec-hosted server. Majec's Maryanne Moore was the project manager and technical lead. The project team also included the client's marketing communication team, Deborah Franke, Jim Sipowitz of Shell Media, and Lisa Cowan of Cowan Site Services.

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