Multi-channel direct marketing
AlphaGraphics launched a playful direct marketing campaign to break into new territory for Girl Scouts Western Pennsylvania (GSWPA). Brightly colored postcards featuring sketches and "doodles" on lined notebook paper encouraged the 11- to 15-year-old audience to throw out “old” notions about Girl Scouting and learn about the programs of today.
5,500 personalized postcards promoted the Girl Scout's contemporary brand image and educated prospects about activities, while building a list of member leads. Recipients
were driven to a personalized URL to fill out a survey for a
chance to win a $250 shopping spree, and were encouraged
to “refer a friend”.
The result: A response rate of nearly 2%, which is four times that of a similar campaign GSWPA conducted during the same time period!
The difference: The "Who Cares What Girls Think?" campaign spoke to a targeted list of prospects, utilized multiple, personalized touches, and included a relevant offer for the target audience. Using the detailed psychographic data gathered from respondents, the organization can more effectively target future communications to these qualified prospects.