Multi Channel Marketing Campaign Success
Multi Channel Marketing Campaign Success
The National Law Enforcement Officer’s Memorial in Washington DC hosts National Police Week, which draws more than 20,000 visitors every May. The week’s activities culminate in an Annual Candlelight Vigil to honor officers killed in the line of duty.
The Challenge: Create a multi-channel campaign to promote the Memorial’s mission, engage new supporters and increase revenue surrounding annual Police Week events.
The Solution: Develop consistent, engaging campaign messaging for use in direct mail, print and online media and social media to complement Communications Department radio and TV messaging.
SCA Direct created an event logo for use across all channels and a direct mail campaign, featuring a commemorative decal was mailed to generate support. An event specific micro-site was developed to give visitors access to activities schedules and a list of newly fallen officers (also published in an ad in USA Today). Constituents were engaged via YouTube, a Blog, Facebook, MySpace, Mobile Downloads, Twitter, subscription sign up, registration opportunities, and requests for support.
The Result: Increased number of new online subscribers and increased activity on social networks. More than 7,000 registered for a Vigil web cast, direct mail performed solidly, online donations increased, and Police Week merchandise virtually sold out.