Working with the Girls Scouts of Arizona Cactus-Pine was a great challenge for us
Scottsdale, AZ (PRWEB) October 28, 2009
Allegra Marketing & Print, a leading marketing company in Scottsdale, AZ, has been providing innovative marketing services and products to clients since 1982. Allegra Marketing & Print takes the time to learn about every aspect of their clients' businesses, including those with a need for niche marketing strategies. One such client, a regional charter of a national organization, Girl Scouts AZ (Arizona Cactus-Pine Council) has experienced significant results.
The Arizona Cactus-Pine Council is one of more than 100 other councils across the nation chartered by Girl Scouts of the USA. Their challenge centered on niche marketing and the target audience was Girl Scout Alumni. The goal was to connect with the memories and emotion of former Girl Scouts in an effort to get them re-engaged, and ultimately to donate to support today's Girl Scouts. However, it was clear from research that what was important to women varied based on their age.
"Working with the Girls Scouts of Arizona Cactus-Pine was a great challenge for us," said Ted Raymond, Vice President of Allegra Marketing & Print. "Putting together a good niche marketing campaign for them was something that required a tremendous amount of creativity and the ability to connect with their target audience on an emotional level."
Allegra Marketing & Print came up with a multi-channel cross media niche marketing campaign that divided Girl Scout Alumni into four personas based on the calendar years in which they had been involved as scouts. The first component of the campaign was a variable data direct mail piece, unique for each persona, and featured prominent women of the community that had been Girl Scouts. The campaign theme, "Support the Sash," was sent to an Alumni list of approximately 3,100 people. The mailing called for recipients to visit a "personalized involvement site."
The second component of the campaign was an email blast that arrived on the same day as the direct mail piece. The third component was an integrated web strategy that included the "personalized involvement site," a social media component and a traditional website. All recipients were asked to respond to the involvement site where they were asked to make a donation to help "Support the Sash."
The fourth component of the niche marketing campaign was a reciprocal link strategy to join a Facebook Cause Page and/or follow Support the Sash on Twitter. This was developed to begin creating an online community in an environment that would encourage ongoing donations.
"A leading challenge of fundraising in Girl Scouts is effectively engaging and cultivating the large number of Girl Scout alumni whose affiliation ranges from lifelong passion to warm memories of being a Brownie. After 20 years of direct mail, volunteer-intensive campaigns and events with limited success, I believe we have finally developed a program that blends high touch and cutting-edge high tech," stated Mary Lee Hoffman, CFRE and Senior Associate for Advancement with Girl Scouts-Arizona Cactus-Pine Council, Inc.
The multi-channel cross media niche marketing campaign was a success. The total response rate achieved was nearly 8%, and 20% of all who responded, donated as well. The targeted approach managed to increase the average donation from $50 up to $225 per donor. In addition, the social media component helped to drive 800 Twitter followers, 500 new members of the Facebook Cause Page and potential future donors.
About Allegra Marketing & Print
Allegra Marketing & Print, a leading marketing company in Scottsdale, AZ, has been providing innovative services and products to clients since 1982. Our award winning team of professionals is armed with the most current technology, resources and training. Our Mission is to be a trusted partner who provides marketing and printing solutions that contribute to the success of our clients. We are driven by success and determined to help achieve all of your project goals. Allegra Marketing and Print is one of the most powerful and integrated marketing and printing operations in Arizona.
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Allegra Marketing & Print, specializes in marketing services that include print, direct marketing, design, business services, integrated marketing, personalized marketing and more.
For more information about Allegra Marketing & Print and how they can address your marketing and print needs in Scottsdale, Arizona and the Phoenix Metro area, visit Allegra Marketing & Print.