Posts Tagged Multi-Channel Campaign
Multi-Channel Campaign Helps Nonprofit
Organization Collect Data for Promotions
The Girl Scouts of North East Ohio serves nearly 40,000 girls in grades K-12 and 14,000 adult members in 18 Ohio counties. The organization wanted to collect as much data as possible about the young, active Girl Scouts and adult volunteers in their district to best plan events, camps, and activities—and the communications to promote them. Information they were seeking from the scouts and volunteers included updated contact information, email addresses, ethnicity, hobbies/interests, languages spoken, special needs, and the willingness to volunteer. They especially wanted to determine the Hispanic presence in their district and whether any volunteers were bilingual. Secondarily, they wanted to promote their new camp guide and Operation Sweet Support.
Curtis 1000 helped design and implement
a two-component campaign to the
district’s girl scouts and adult volunteers,
consisting of an initial drop of 26,138
postcards with a personalized website.
Each postcard encouraged the recipient,
with an offer of a free tote, to visit their
personalized website to update their contact information and to give feedback. On their website, each recipient first saw a welcome page with a letter from the Girl Scouts of North East Ohio thanking them for visiting and expressing the survey objectives. The scout and adult volunteer in the household then proceeded to the survey. Each family member was able to complete an individual survey using the one personalized website address. After completing the survey, recipients were taken to the thank-you page, where they had the options of downloading the new camp guide and donating to Operation Sweet Support. All responses to the survey could be associated by name and family.
This campaign spanned three months and netted a great response: 2,659 people visited their personalized website (10% response) and 3,935 individuals completed the survey (15% completion rate). The completed survey rate is higher that the visit rate because multiple family members could each complete their own survey at the household website. Further analysis showed that, of the surveys completed, 44.3% were from adults and 55.7% from girls age 19 and younger. Another discovery was that 55.7% of respondents preferred email as the communication method, which could save the Girl Scouts of North East Ohio mailing costs in the future.
The American Traffic Safety
Services Association (ATSSA)
is an international trade
association representing more
than 1,600 member companies
and individuals in the traffic control and roadway safety industry. Each year, ATSSA hosts a Convention & Traffic Expo for its members, public officials, and friends of the industry. The 40th anniversary of the event would take place in San Antonio, Texas. ATSSA wanted to build excitement and awareness to increase pre-show registrations.
Curtis 1000 created and implemented a multi-touch campaign to ATSSA’s house
database of members, public
officials, and friends. Throughout
all of the touch points,
Curtis 1000 managed ATSSA’s
database and removed records
from future contact points as
recipients registered for the show.
The email campaigns deployed
for ATSSA’s 2010 Convention
Expo drove very strong open
- Save-the-date email with
video: 25.32% open rate,
including the follow up email.
- Save-the-date PURL: 26.68%
of the recipients who opened
the email visited and, of
those who visited, 21%
clicked through to the
- Pre-convention brochure email: 17.99% open rate on the first send and 5.99% open rate on the follow-up. Of the recipients who opened the first email, 16.01% clicked to open the eBrochure. The follow-up email brought in another 13.56%.
- Workshop brochure email:
34.46% open rate on the
first send and a 14.61%
open rate on the follow-up.
Of those who opened the
email, 7.01% clicked to the
PURL; 70.9% of those who
clicked the PURL link stayed
through to the thank-you
page, and 11.5% clicked
the workshop information
link on the PURL.
- When asked about this
experience, Melanie McKee,
ATSSA’s Director of
Meetings and Conventions,
replied: “This campaign
reminded me of why ATSSA has a long history with Curtis 1000—great ideas with the data to back them up! We were able to assess the results of each element of the campaign and develop a new plan for the coming year that targets the best of the best.”
Multi-Channel Campaign Helps Producers
Producers Hybrids, a seed company, sells its products in eight Midwestern states. In business since 1987, Producers Hybrids is becoming one of the top 15 seed companies in the U.S. Preparing to exhibit at four farm tradeshows, in different locations, from late July to early September 2010, this client’s goal was to drive farmers who were past customers to their booth, along with prospects, and ultimately engage them to order corn seed from Producers Hybrids. In the process of communicating with their customers and prospects, they also solicited email addresses and cell phone numbers for future communications.
Producers Hybrids utilized Curtis 1000 to increase their trade show traffic and sales by engaging attendees prior to the show through a combination of direct mail and eMarketing efforts. Their data list, compiled by each of their district sales managers, was segmented into prospects and current customers. The first contact piece, self-generated, was a mailing with a Producers Hybrids logoed baseball cap. Curtis 1000 then timed a custom CreatiFont™ postcard mailing with personalized URLs (PURLs) to remind the attendees to visit the Producers Hybrids booth just prior to each show. The front of the postcard used a background image of dirt, specific to the regions, with each recipient’s name spelled out in corn seed. Each mailing was segmented into the two groups: prospects and customers.
The PURLs, which were highlighted on the back of each postcard, drove the recipients to a personalized landing page, welcoming them and promoting Producers Hybrids products through text and an animated glider. In addition, there was a link to sign up for a free Producers Hybrids pocket knife, produced by Curtis 1000. The link took the recipient to a second landing page, where they could register by submitting their contact information and details regarding their farming and seed needs. This led them to a thankyou page with a unique confirmation code, enabling them to pick up their pocket knife at the show, and a link to sign up for free market updates. Also, carried throughout the PURL was a button to “Tell a Friend.”
The postcard mailing and PURL were updated for each show location, changing regional copy, including a customer testimonial, and images to match each show location. In addition, the PURL was set to send a lead trigger email to the sales managers of Producers Hybrids after each recipient completed their information on the PURL.
In the past, with competition from the big tractors and farm equipment, Producers Hybrids had difficulty attracting show attendees. This year, however, Producers Hybrids had great booth traffic and feedback from the attendees on the pre-show communication. The PURL returned a unique visit rate of more than 9% with a 100% completion rate from the 98% of visitors who continued beyond the welcome page.