Cengage Learning recently launched their first direct to consumer product with Professional Exam Review. The product is a customizable learning solution for individuals preparing for Level I of the CFA Exam. A variety of media include print, flash cards, sample exams, audio CDs and video DVDs. Southbank Interactive created the Online Product Tour which includes animation, video, and audio in a rich-media Flash application.
To promote the product, a banner ad was created for placement on AnalystForum, a site frequented by individuals searching for support and learning aids in preparation for the CFA exam. The first iteration was not attracting the clicks Cengage was anticipating so a quick revision was executed that included sale pricing and more feature copy. The click-through performance doubled immediately.
View the supporting advertising banners.
Southbank Interactive created the Flash application and animation, video editing and production, voice over recordings, and audio engineering for the Online Product Tour. Southbank demonstrated a breadth and depth of skills for this product launch including creating 14 CDs of audio book material, an entirely fabricated product line photo for collateral, and promotional banner ads
-Russ Barrett
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