Cape Cod Co-op Mailing Helps Small Businesses Connect
March 1, 2010Business Application: Direct Marketing/Lead Generation
Business Objectives
Many of the companies that serve the Cape Cod, Massachusetts area are small businesses that do not have large marketing budgets. Curley Direct, a marketing and print service provider, developed a co-op mailing that enabled businesses to cost-effectively reach a highly targeted audience.
• Generate leads and new business for Cape Cod companies
• Develop a relationship between second-home owners and local Cape Cod businesses
Results
• Over 2,200 people went to their personalized URL (PURL) and clicked on an advertiser’s link. This was an 8% response rate
• Over 66,000 click-throughs – visitor clicked a link to view an individual company’s offer
• Captured just under 1,000 email addresses for future marketing
• A survey sent to the recipients following the completion of this campaign showed that they enjoyed receiving the mailer and the offers. Among the survey respondents:
* 46% ranked their satisfaction with the mailing an 8 or above, on a scale of 1 to 10 with 10 being the highest
* 76% said they enjoyed the offers
* 51% said they used the coupons
* Responders also suggested other types of companies they would like to see in future co-op mailings
Campaign Architecture
According to the Cape Cod Commission, 32% percent of the Cape’s housing stock is owned by second-home owners. Since many of these homeowners only spend a few weeks or months a year in their Cape home, it is a challenge to market to them.
Since these homeowners are only on the Cape for a limited period of time it is important to reach them at their primary residence. This is another challenge for small businesses because the primary residences are spread across the entire United States.
To address these issues a co-op mailer was designed that each company could participate in at an affordable price. The piece was an oversized, tri-fold self- mailer (16.5” x 11.5”) that was printed on Platinum 80# gloss cover with a bleed on both sides. The mailer was personalized on both sides with the recipient’s name and PURL.
A total of 33 companies participated in the first co-op mailing. The inside of the mailer featured the logos of the companies and a simple bright stripe in the middle with the recipient’s PURL. The mailer was sent in May to reach homeowners at their primary residences before the summer months when most people travel to the Cape.
Customized Communications: Advanced VDP
Digital Paths to Profit
