Case Studies
Case Studies
Slashed ad budget in half – without hurting sales
Challenge: Help a children’s activities program cut their marketing budget by identifying which advertising venues were profitable and which were not.
Solution: I created an advertising test that measured response rates across two dozen print and digital media.
Outcome: Test results revealed that 45% of their advertising (by dollar amount) brought in a mere 5% of their new recruits. The organization was empowered to slash (or redistribute) close to half of their advertising budget with minimal impact on enrollment.
What I did for the client:
- Media Testing
- Data Analysis
Thousand dollar donations… by mail!
Challenge: Convince a school’s existing large-dollar contributors to undertake an additional $100 monthly donation for 12 months.
Solution: I created a fundraising package with a jumbo-sized mailer and a valuable front end premium. I also composed the letter and reply card.
Outcome: The campaign generated an impressive response rate with an average donation over one thousand dollars. The campaign as a whole had a 350% ROI.
What I did for the client:
- List selection
- Copywriting
- Directing Graphic Design
- Managing print and mail
- Analyzing campaign results
Overflow crowd at a retreat nobody ever heard of
Challenge: Attract a sizable turnout to an inaugural spiritual retreat.
Solution: My ad campaign highlighted the retreat’s popular speakers and spoke to the prospects’ interest in spiritual growth and well-being. I also crafted the name and tagline for this event.
Outcome: My ad campaign attracted over 400 people to a retreat nobody had heard of just 4 weeks earlier – with just a couple full page ads in a couple newspapers. (There were so many walk-ins, they ran out of food!)
What I did for the client:
- Name and tagline development
- Copywriting
Highest open/click rates EVER
Challenge: Increase the open and click rates for an email campaign for an annual professional convention.
Solution: I created a campaign highlighting the convention’s popular guest speakers. The subject lines teased readers with benefits from the speakers’ presentations.
Outcome: My campaign had the highest open and click rates ever in the organization’s history (TWICE their average).
What I did for the client:
- Copywriting
Doubled the average donation
Challenge: Rejuvenate a mail fundraising campaign that had run out of steam; the average donation was barely $10.
Solution: I overhauled the direct mail fundraising campaign by segmenting the donor list by donation history. I composed targeted letters and reply cards for each segment.
Outcome: The changes increased the average donation more than 100%, and also lifted the response rate by double digits.
What I did for the client:
- Data analysis
- List selection
- Copywriting
- Directing Graphic Design
- Managing print and mail
- Analyzing campaign results