LexisNexis wanted to help retain and recruit new customers and they looked to Pearson & Co. to help them demonstrate the value of their premium content with a nurturing campaign featuring educational tools.Here was the challengeLexisNexis was looking to retain and nurture current users of the Nexis service and build awareness around recent improvements. Their current champions, librarians, must provide their end-users with pathways to high-quality information via a variety of media and information sources. However, the rise of free Web alternatives resulted in end-users doing their own research, without considering that free information may lack the accuracy and comprehensiveness of information available through subscription services such as Nexis. Additionally, there was a perception that Nexis was difficult to use.

So how did they address it?To overcome the perception that Nexis was difficult to use and to introduce Nexis improvements and functionality, we knew we needed to provide educational tools current users of Nexis would find valuable and could pass along to non-users. So LexisNexis asked us to create an informative and engaging nurturing campaign.

What did Pearson & Co. do for LexisNexis? Pearson created a campaign to communicate research best practices to help librarians empower users in their organization to be savvy information choosers and users. Using the theme “Empowering the Information Generation,” we conveyed the idea that the right information, delivered at the right time, in credible and thoroughly vetted sources would empower information professionals to make better decisions. The campaign featured a series of podcasts and quick reference guides (QRGs) oriented around common corporate research-use cases and promoted through ongoing email touches that drove to landing pages where librarians could download and share these helpful research tools. Each podcast and QRG highlighted helpful search tips and gave guidance about how to effectively find, evaluate, and share information, while reinforcing the unique content and tools available within Nexis.

We collaborated with key stakeholders to identify use-cases where Nexis would be instrumental in helping users efficiently find and gather the right information, highlighting compelling features specific to the scenario. Then we created downloadable offers in two different formats—a quick reference guide that offered specific tips on searching and a six-minute podcast that went into more depth about best practices and specific features of Nexis.

LexisNexis Podcast Nurturing Campaign

CASE STUDY #4

© 2011 Pearson & Co. I www.getpearson.com300 Orchard City Drive, Suite 126 I Campbell, CA 95008 I Tel: 408.540.5300

What happened?Emails and offers performed very well, with registration and download rates that were twice the industry average. Overall conversion rates proved the podcasts and QRGs were overwhelmingly successful, resulting in more than 25% of respondents registering to download these offers. In addition, 20%–30% of respondents shared the podcasts and QRGs with friends using the “refer a friend” feature on the landing page or by forwarding the email.

Now, here’s what YOU need to do.If you need to nurture and engage customer relationships, call Jenée Gatto today at 408-540-5305. Or, if you’d like to explore additional best practices, visit us at www.getpearson.com.

CASE STUDY #4

© 2011 Pearson & Co. I www.getpearson.com300 Orchard City Drive, Suite 126 I Campbell, CA 95008 I Tel: 408.540.5300

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