Business Direct Marketing's Branding Efforts for The Salvation Army in Tyler & East Texas Refrigeration's "Beat the Heat" Fan Drive Increase Donations by 215%

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Beat the Heat Fan Drive Campaign Results in 215% Increase in Donations

Business Direct Marketing, an advertising and marketing agency, joined efforts with The Salvation Army in Tyler and East Texas Refrigeration (ETR) to promote the 2013 Beat the Heat Fan Drive, which took place on June 21, 2013 in the Lowe’s parking lot. Business Direct Marketing created The Salvation Army in Tyler’s Beat the Heat branding, as well as developed ETR’s direct mail postcard and email campaign that went out prior to the fan drive, assisted with ETR’s public relations efforts, and handled all of ETR’s online marketing for this event.

Each summer, The Salvation Army in Tyler gives out about 60 new fans a week. On June 21, 2013, The Salvation Army in Tyler collected a total of 379 fans with the help of Business Direct Marketing, East Texas Refrigeration, KVNE/KGLY, Lowe’s, Chick-Fil-A, Trane, and Lifeway Christian Store, a 215% increase from last year’s fan drive.

These donations were made just in time to help prepare for the heat of the summer. As temperatures top above 100 degrees, weathering the heat without an air conditioner or fan can be uncomfortable, not to mention dangerous, for local residents without these amenities.

“The fan drive isn’t just a fun project, although it is,” Lisa Jones, president of Business Direct Marketing, said, “It’s a lifesaver for so many families and individuals when you’re faced with the kind of weather we’ve been having here in East Texas. We’re very proud to be a partner in this campaign and to have played a part in helping make lives easier for our neighbors here in Tyler during this scorching summer.”

The Salvation Army in Tyler will continue to accept new fan or financial donations throughout the summer. Those interested in donating can visit and click on the Beat the Heat button to make an online monetary donation directly to The Salvation Army in Tyler. Please make sure to write ETR Fan Drive in the Company Affiliations section of the donation page. Donations may also be mailed to The Salvation Army in Tyler at P.O. Box 2050 Tyler, TX 75710, or new fans may be dropped off at The Salvation Army Center of Hope building on 633 N. Broadway Ave., Tyler, TX 75702.


Founded in 1988, BDM is a full-service marketing and advertising agency that specializes in direct response marketing solutions for a wide range of companies from home products to healthcare. Our diverse skill set includes communications strategies from brand development to graphic design, variable image printing and information technology, and crafting the right marketing strategy for the right audience at the right time. For more information, visit

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