Creating Fans with Direct Marketing and Social Media

Case Study

Challenge

Peoria Cancer Centre Foundation wanted to build awareness of their brand online, specifically by driving people to become fans of their newly launched Facebook ™ page. The purpose of the Facebook fan page was to share information, educate the community, and report on the latest cancer news happening in Peoria. Peoria Cancer Centre Foundation partnered with a corporate sponsor who pledged to donate $1 for every fan added to the Facebook site. This prompted the need for a heavy promotion to drive people to the Facebook™ page and encourage them to sign up as a fan and receive updates on the latest cancer news. The promotion was held during the month of February, which leads into the Foundation’s peak fundraising events held in the spring.

Solution

PIP created an integrated direct marketing campaign that included a direct mail postcard featuring a general URL. The Web landing page (www.1000powerfulfaces.org) included a short survey in an attempt to gauge visitors’ interest in the Peoria Cancer Centre Foundation and to gather more information for the marketing team’s future use. The direct marketing campaign also included a print ad placed in the Peoria Chamber Report that also contained the general URL. The third component of the integrated direct marketing campaign was email marketing. Three email blasts were sent complete with video, the general URL, and information about the whole direct marketing campaign tying the direct mail postcard, print ad and email marketing together. PIP administered the email process and produced the video. All media used in the integrated direct marketing campaign included:

  • Traditional Print + Direct Mail
  • Web Landing Pages
  • Publication Advertising
  • Email Marketing, Social Media, and Viral (word of mouth) Marketing

Results

From the 3400 postcards and Chamber Report advertisement, 460 fans were added, representing a 13.50% response rate. From the 5000 emails sent, 664 fans were added, representing a 13.25% response rate. The Web landing pages received 416 hits. Social media and viral marketing clearly played an important role in enhancing the response rates of the direct marketing campaign postcards, print ad and emails.


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