AUDIENCE
We were targeting what Vistaprint refers to as "micro-businesses" - that is, a small business entity of 20 or fewer employees.
GOAL:
Vistaprint's initial goals were originally 250 small business entries and 5,000 Twitter contest entries. We were also seeking a higher brand awareness, meaningfully connecting Vistaprint to the extensive social graph online/within the small business community. We were charged with leads, leads, and more leads. The small business entries were to serve as highly targeted and convert-able leads for Vistaprint. We met the initial lead benchmark extremely quickly (250 business entries within the first few days). Of course, expectations then sky-rocketed. The new goal was 500 small business entries, 10,000 Twitter contest entries, measurable residual Facebook Fan/Twitter Follower growth, and now instead of just capturing leads, we were responsible for converting sales right within the site.
