NFPA
Drive 20% of overall web revenue
NFPA engaged Matter to develop a multi-channel marketing strategy with a focus on generating brand awareness and revenue. Our approach required all paid and earned channels to work closely together to ensure we were hitting our target audience, using the right media mix, and developing personalized messaging, all while leveraging NFPA’s customer data.
Matter approached our media plan with a full funnel lens to build a foundation focused on generating awareness to grow NFPA's customer base and support product revenue goals. We leveraged customer data and historical learnings to develop a media mix to reach NFPA's audience at the most relevant and timely touchpoints. We launched campaigns to support multiple products across programmatic, trade media, social, search and account-based marketing channels. The team leveraged real-time data to continuously optimize based on performance to drive an efficient ROAS and meet revenue goals.
Matter PR integrated seamlessly with the media team through organic efforts in media outreach, corporate channel and executive platform social media, content writing, and campaign support. The team was fluid in NFPA messaging on several priority lines of business and interacted regularly with SMEs to gather perspectives on industry topics to provide NFPA with a well-known presence in the media.
$5.0M
in revenue (H2 2022)
435M
paid media impressions (2022)
+15%
new website visitors (2022)
+42
pieces of earned coverage (2022)
Ongoing Test, Learn & Optimization Approach
In early 2022 Matter developed a full funnel approach including a PR, Social, Digital, ABM and Paid Search program with the primary goal of generating awareness as well as increasing qualified site traffic and a secondary goal of driving 20% of web revenue across all LOBs. We went in with an ongoing test, learn and optimize approach – optimizing as we learned more about customer behavior.
In 2023, we continued the umbrella approach with a large branding campaign accompanied by line of business (LOB) specific campaigns. We worked alongside NFPA to determine the top 11 priority products and LOB-specific revenue goals to help further craft our campaign strategy based on those goals. We worked closely with NFPA’s outside creative agency to determine an appropriate creative refresh schedule for the year and provided creative direction/tests we should explore based on campaign performance now that we had some historical data from 2022.
Exceeded Revenue and Site Traffic Goals
2024 will be the 3rd year working with NFPA. Through a combination of PR and paid media efforts, Matter continues to exceed our marketing goals, hitting $16.9 M in revenue (103% of our goal), generating 314.6M earned impressions and producing 53 pieces of earned coverage in 2023.
Paid and programmatic tactics contributed to a 6% increase in new site traffic and drove a ROAS of $4.92. Custom sponsorships and webinars with industry trade publications helped showcase NFPA's expertise in the industry; continuing to improve brand awareness and credibility.
$17M
in revenue in 2023 (103% of goal)
$4.55
ROAS in 2023 ($2-3 goal)
+7.2%
new website visitors (2023)
53
pieces of earned coverage (2023)