Tocquigny, a leading interactive advertising agency, recently received two recognitions during the 3rd Annual Global Lean, Six Sigma and Business Improvement Summit & Industry Awards Improvement Summit: an award for the “Best Achievement of Organizational Business Improvement by a Small Organization†and a finalist certificate for the “Best Project Achievement in Sales, Marketing or Customer Experience.â€
The company got awarded for its deployment of business improvement programs for agency client, Regent University.
The project was to create a data-driven marketing approach, specifically a cost-effective approach to acquire new students for the Regent’s online undergraduate degree program. The campaign began in December 2006, and after applying the five principles of Six Sigma methodology — define, measure, analyze, improve and control — Tocquigny implemented a highly effective search engine and database marketing program for Regent. Tocquigny also introduced rich media advertising to supplement the initiative and increase user interactivity.
Within six months of the launch, Regent University experienced a 250 percent increase in online undergraduate recruits and a 30 percent increase in applications. The campaign simultaneously reduced the cost per acquisition by 75 percent.
Both companies, Tocquigny and Regent University attribute their success to Six Sigma.
Yvonne Tocquigny, CEO of Tocquigny Advertising says, “Our aim is to be the leader in Six Sigma marketing practices, and I see this as a sign that we have achieved that goal. We believe this award is further proof that Six Sigma research methods lead to excellent results far outside the manufacturing realm.â€
Tracy Stewart, Vice President of Information Technology at Regent University says, “Tocquigny’s Six Sigma approach was a fantastic revelation for our school and enabled us to generate the leads we needed to increase our undergraduate enrollment.”
