The Ad Council, known for iconic public service campaigns like Smokey Bear and Love Has No Labels, turned to MODintelechy to enhance their marketing technology and sales strategies. The goal was to improve audience acquisition and create a robust system for measuring campaign success in a rapidly evolving digital landscape.
Go To Market
Technology
MODintelechy’s collaboration with Ad Council began with a critical shift in their sales approach—moving from traditional outbound marketing to a content-driven, inbound strategy. This pivot, essential for increasing donations and support, required a comprehensive overhaul of their marketing infrastructure, including foundational changes to their CRM and internal systems.
We structured the engagement into two phases to ensure a scalable and sustainable transformation:
MODintelechy conducted thorough demand generation and MarTech assessments, identifying underutilized Salesforce capabilities and the inefficiency of multiple CRM systems. Our team modernized their data architecture to enhance audience segmentation, laying the groundwork for future success.
MODintelechy unified their CRM systems and integrated event management, media planning, and contact management tools into a single, cohesive Salesforce instance.
MODintelechy’s strategic updates have successfully aligned the Ad Council’s people, processes, and technology, ensuring ongoing organizational growth and impact.
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