case study
city of benicia
community gift card program

How to launch a community gift card program for a small city?

The City of Benicia, CA (population 28k) needed to launch their Yiftee Shop Local program with a bang, bringing in new revenue to key local businesses.


High-frequency communications are essential.

Many communities do an initial push to local media and social channels when launching their community eGift card programs, but a lack of follow-through ultimately creates a lack of sales.

CDA worked with Benicia to ensure this wasn’t the case. Like any eCommerce brand, eGift cards need to be strategically marketed down a communications funnel, bringing people ever closer to the point of sale.

  • solution

    CDA helped Benicia’s community card program hit the ground running – at a full sprint.

    A multi-channel approach was applied that brought shoppers from awareness and inspiration, through frequent messaging to drive consideration, and finally drove sales through opportune digital engagement – making purchases convenient at the exact moment a shopper decided to move forward.

    The initial BOGO promotion sold out after just two weeks, and quickly inspired incredible engagement from shoppers and merchants alike – resulting in more than $122k in card sales from a population of just 26,000.

  • services

    • Strategy
    • Branding & creative production
    • Merchant onboarding & communications
    • Cashier support materials
    • Campaign development
    • PR & media relations
    • Social media
    • Hyperlocal advertising
    • Web presence updates

the results

  • $122k
    incremental revenue
  • sold out
    launch promo in 2 weeks
  • platinum winner
    hermes creative award for government
incremental revenue
"We appreciate CDA being able to adapt so quickly, mitigating the pandemic's hit to revenue for the city."
Teri Davena
Economic Development Specialist, City of Benicia
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