Set and Extra Plate Holiday Multi-Channel Campaign

Campaign Name: Set and Extra Plate Holiday Multi-Channel Campaign

Company: Mail Print

I. OBJECTIVE

This multi-channel campaign was planned to utilize Mail Print's annual holiday greeting to highlight a part of the company's culture that was not well known among clients and prospects: regarding their close ties to Harvesters, a Kansas City charity helping those in need of food. In addition to creating an emotional connection and building awareness for Harvesters, Mail Print also wanted to increase familiarity among the target audience for their variable data printing and Personalized URL solutions. Believing that the best way to persuade someone of the power of highly-personalized direct marketing is to let them experience it themselves, Mail Print developed a multi-touch, personalized holiday campaign benefiting Harvesters.

The multi-channel campaign included a personalized holiday card with multiple personalized/trackable inserts. Three of the inserts were ready-to-hang ornaments with a recipient specific QR code that takes the recipient to a microsite where they can learn more about the opportunity to give and have their donation matched. Periodic emails were sent to reinforce the holiday message, track the donation progress and reinforce the giving opportunity. The microsite also featured social share opportunities for Facebook, Twitter, and LinkedIn. When the campaign was completed a follow up email was sent to announce the results. Mail Print was able to secure matching funds and thereby double the giving opportunity. If someone gave $20 the matching funds provided an additional $20 to Harvesters.

II. AUDIENCE

2700 of Mail Print's prospects and current customers at medium- and large-sized businesses and organizations nationwide.

III. ROLES

Jamie Mack, graphic and web designer

Gina Danner, copywriter

Rosanne Kim, project management

Chris Lakin, tracking management and project strategist

Jenny Kimbrell, technology implementation

IV. VALUE DELIVERED

Mail Print distributed 2700 pieces which resulted in 2764 visits to the microsite. Of those visits, 129 directly related to a personalized URL and 2056 resulted from the campaign being shared through social networks and the insert ornaments. The micro site was also shared more than 100 times through Twitter, Facebook and LinkedIn. In all, we had 64 donations that when paired with the matching funds resulted in $63,150 being raised for Harvesters.

The campaign

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