Case Study: ASQ achieves a surplus of Lean Six Sigma training registrations with Responsory

Multichannel Approach Swiftly Fills Seats

ASQ, the global voice of quality, needed to quickly boost attendance and fill a specific number of seats for its Lean Six Sigma Green Belt and Black Belt training courses in Milwaukee. ASQ partnered with Responsory on a short three-week campaign to reach a narrow audience and ensure the classes would be profitable.

Responsory implemented a multichannel campaign that included audience profiling and modeling, targeted messaging, direct mail, Smart Zones digital advertising, and a dedicated landing page. The effort exceeded ASQ’s registration goal, and the Smart Zones digital ads delivered an 8% click-to-conversion rate, generating surplus conversions beyond the target.

ASQ