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, hoping to quickly mitigate revenue lost during the pandemic.
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.
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 $10,000 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 over the next two years.
- Branding & creative production
- Merchant onboarding & communications
- Cashier support materials
- Campaign development
- PR & media relations
- Social media
- Hyperlocal advertising
- Web presence updates
sold outlaunch promo in 2 weeks
platinum winnerhermes creative award for government