case study
city of benicia
community gift card program
problem

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.

insight

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
$122k
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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