The best way to improve CreativeFuture’s management of the customer journey (the interactions individuals have with products or services) was to clearly define the customer funnel (a customer’s entire path from awareness and interest to consideration and conversion) and make its stages actionable.

Start with CreativeFuture CEO Ruth Vitale and her appearance at Hewlett-Packard’s House at the Sundance Film Festival. The photos below show the use of the UA (user acquisition) tool Phone2Action on the poster and monitor. 

Attendees were thus encouraged to text the number that starts how their information – name, mobile number, email and social media accounts – is acquired. 

Collecting this information in a CRM (customer relationship management) system helps a non-profit or corporation track leads and convert them into members or customers. 

Engaging members and customers (CE) through email, social media, or SMS marketing if successful leads to advocacy for non-profits and sales of products or services for corporations. 

At CreativeFuture, membership increased 75% and overall online activity by followers doubled. 

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