Quoting from the FamilySearch.org blog post by David Green entitled "Inside Scoop: The Story Behind the New FamilySearch Marketing Campaign,"
The ground-breaking FamilySearch campaign includes:
- 330,000 direct-mail pieces sent to select members of the Church in the U.S.
- Television ads that will air in some regions of the U.S.
- Over one million emails sent to members who have either a FamilySearch.org or an LDS.org account
- Online banner ads presented to those who are searching for LDS-related terms on various search engines
Quoting Shipley Munson, Dir. of Marketing,
"In the past, we have relied on traditional channels to get the word out about family history. However, with digital marketing tools we are able to test different messages to see if we can motivate members to come to the site for the first time, or come back. If someone hasn’t been to FamilySearch.org in a while they’ll find wonderful new features and tools that will be new, fresh, and exciting.”
I find it interesting that the campaign will target four different groups of members. The groups are listed as follows:
- LDS members that have never registered with FamilySearch.org
- Active FamilySearch.org users
- FamilySearch users that haven’t been back in over a year
- FamilySearch users whose account was created by opening an LDS.org account but who have never visited FamilySearch.org
Further quoting from Shipley Munson,
“We are very excited to test messaging to members in each category to see how effective we are at getting current users more involved, or getting those who are not fully engaged in family history to come give it a try,” Munson said. “Our main goal is to turn hearts so we can achieve our goal of helping members fulfill their divinely appointed responsibility to find their families and qualify them for temple work. So, we hope this helps our leaders and those with a family history calling to encourage members to engage on FamilySearch.org.”