Companion Web site Is this fun, or what?

The situation
This consulting firm helps organizations develop and implement marketing strategies. Dozens of companies hire this firm to teach their foundation course on strategic marketing. Our client sought a systematic way to communicate with its customers before and after the course. O’Donnell & Associates provided a Web-based solution for keeping in touch.

The process
Working closely with our client team, O’Donnell & Associates developed a companion site that reinforces key course concepts, and keeps the communications channels open. First, users take a “Cosmo quiz” to test their marketing savvy. Questions in the quiz are linked to portions of the tutorial. We designed a flowchart of the key course concepts and linked the tutorial to this visual aid. In addition, the instructors administer a questionnaire prior to the course. Using the responses, instructors tailor the course to the specific needs of students. Finally, we designed a follow-up program enabling instructors to systematically communicate with customers who have taken the course.

The results
The companion site provided a reason for customers to visit our client’s Website and to stay in touch. With the “Cosmo quiz”, it provides an entertaining experience that also acclimates users to the key course concepts. Our clients have forged closer relationships with customers who have taken their courses, which has improved retention and helped them grow their business.