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Case Study

eCommerce sales digital media strategy


Learn how we helped IFMA achieve a 3000%+ return on ad spend for their Credentials products.


The International Facility Management Association (IFMA) offers globally-recognized credentials for people in the facility management industry in an online, self-study format. IFMA engaged Red Thread Brands to help promote the credentials digitally for the first time, wanting to increase their online sales while keeping their cost per acquisition to $150. Through an updated messaging strategy and building strategic digital marketing campaigns from the ground up, we helped IFMA far exceed their goals over the course of three years.

Client: International Facility Management Association (IFMA)

Industries: Business, Industry Organization

Services: digital media strategy, paid social advertising, paid search, display, video campaigns, email marketing, website development

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We recommended combining IFMA’s statistics on the career benefits of earning credentials with testimonials to create stories that educate on the long-term value of the credentials, instead of explaining only what the credentials taught.

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Digital email mockup on tablet

Red Thread also helped FMs convince their bosses to pay for or supplement the hefty cost of earning a credential by creating infographics to clearly present the organizational benefits of employing credentialed FMs.

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Video Testimonials

As a product with a premium purchase point and a multistage purchase funnel, IFMA needed to communicate to facility managers (FMs) the long-term value of investing in credentials. We gathered video testimonials at an industry conference so potential customers could hear directly from credentials-holders how the investment propelled their careers.

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Digital Media Strategy

We worked with IFMA to implement a digital strategy designed to reach facility managers at all stages of their careers, using a combination of channels and tactics: paid social advertising, paid search, display, video campaigns, email marketing, landing page development, print advertising and internal resources.

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Using selective targeting, including first-party data and internal email lists, allowed us to create many engaging touchpoints for digital awareness and grow the IFMA credentials audience.

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an annual return on ad spend of 3290.75%

Over the course of 3 years working with the credentials sales and marketing team, Red Thread was able to launch and optimize campaigns that resulted in a cost per digital conversion of $133.84 - a year-over-year reduction of over $100, and well under the goal of $150 cost/conversion. In addition, this exposure helped bring the overall cost-per-conversion to under $65, a reduction of nearly $140.

The campaigns over the course of the most recent fiscal year resulted in a 3290.75% return on ad spend.

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Marketing is no longer about the stuff you make, but about the stories you tell.
- Seth Godin