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.
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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.
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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
