Strategy • Promotions • PR Web • Print • TV • Radio www.MilkYourMarketing.com “Own Your Bricks” Campaign Winner 2009 Best in Maryland Award of Excellence Public Relations Society of America Winner 2009 Gold Award Association of Marketing & Communications Professionals
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
“Own Your Bricks” Campaign
Winner 2009 Best in Maryland Award of Excellence Public Relations Society of America
Winner 2009 Gold AwardAssociation of Marketing & Communications Professionals
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Why “Own Your Bricks”?
Baxley Development, Inc. wanted a unique campaign to:
boost awareness of the benefits of owning office space instead of renting, and
drive prospective buyers to its high-end office condo building.
So IMPACT created a campaign centered around the question “Why is it foolish to lease your office space instead of renting it?”
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Campaign Elements
• The campaign’s core was the mailing of mini bricks to 1,000 hyper-targeted prospects to drive them to their own personalized web pages at www.OwnYourBricks.com.
• This core was supplemented with:– TV commercials– Print ads– Story placements– Web and email banner ads
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Post card, mini bricks, and URL personalized to prospect.
Mini bricks were sent to 1,000 carefully-screened prospects by first-class mail in plain white envelopes with no other identifying information. Bricks are to-scale and just two inches long. Intrigue compelled prospect to visit site.
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Prospect’s name displays, while his/her company name dynamically scrolls across screen at their “new office”.
Prospect personally welcomed, informed about opportunity, and invited to take next step.
Screen shot of personalized welcome page for Milton Hall.
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Prospects are directed to hear their peers’ reasons for owning office condos.
Prospect clicks to launch 15-sec videos.16 “reasons” include:Humorous: “because it takes the landlord an hour to cash your rent check, but 2 months to change a light bulb.”
Financially astute: “because when you rent, you hold a lease, but when you buy, you hold an asset.”
Biting: “because your landlord might go bankrupt. Then what?!” (a reference to local building owners whose properties are in decline).
Campaign question is repeated.
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Home page of www.OwnYourBricks.com
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Campaign question “types”, letter by letter, onto screen of weekly Chamber of Commerce email, as well as on the business directory on their website. Seehttp://www.chamberlink.org/hccc/ChamberWeekly/ChamberWeekly.htm to see it in motion. Ads click through to www.OwnYourBricks.com.
Banner ads with Chamber of Commerce
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Print ads in The Business Monthly newspaper.
Three ads ran per issue, each on consecutive pages at the same relative position on the page, to increase visibility. There were 16 different “reasons” used in the campaign.
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Example of TV commercial answering campaign question “Why is it foolish to lease your office space instead of purchasing?”
Spike subsides over weekend11 530 479 68 25 23 19317
12 271 217 40 15 20 12661
Spike returns on Monday/Tuesday13 1852 1604 179 60 83 87905
14 1032 863 124 40 40 41750
15 347 253 33 13 14 12379
Post-mailing, web hits settle into normal range associated with TV commercials and print ads.
16 388 295 43 16 15 13910
17 707 479 68 27 60 24327
18 343 267 33 12 12 13659
19 213 136 25 8 10 8504
20 699 426 80 25 24 20156
21 273 191 30 11 12 9507
22 623 463 94 23 23 22816
23 779 602 160 26 23 30755
The primary objective of the campaign was to drive traffic to the website, and these statistics demonstrate an overwhelming response rate for the brick mailing of over 40%, eclipsing the average direct-mail response rate of 1 to 3% for a good campaign. The dramatic spike in web hits occurred the day after the mailing.
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Strategy • Promotions • PRWeb • Print • TV • Radio
www.MilkYourMarketing.com
Thanks!
Thanks for your interest in our Own Your Bricks campaign.
Have a marketing challenge of your own? Feel free to give us a call.