Omnichannel Marketing Campaign Attracts Holiday Shoppers
Recognized by Phoenix New Times as the best place to shop thrift, The White Dove Thrift Shoppes offer unique finds for the treasure hunter while supporting Hospice of the Valley’s mission of bringing comfort, dignity, and compassionate care to our community. Named to reflect Hospice of the Valley’s dove logo, the first White Dove store opened in Phoenix in 2004 with three additional locations across the Valley since then. Store proceeds support Hospice of the Valley patients and families in need of charity care services.
‘Tis the Season to Save
During the 2022 holiday season, The White Dove Thrift Shoppes ran a sale giving shoppers 25% off their total purchase at any store location. The White Dove website (whitedovethrift.org) featured a digital version of the coupon that could be downloaded for one-time use. To promote their holiday sale, the White Dove sought a partner who could run an engaging marketing campaign to entice new shoppers to their stores. Prisma’s team was equipped to meet the challenge and helped launch a successful direct mail campaign using our DM360 marketing solution.
Using Data to Target Shoppers
The White Dove needed an effective way to reach a direct mail audience that would be likely to shop at one of its thrift stores. We determined that a highly targeted approach would help Hospice receive a higher return on their campaign. Prisma identified residents who lived within a one-mile radius of each store. A short travel time in a familiar area would attract these local residents to the White Dove stores. We targeted their audience further by selecting individuals who met specific demographic criteria, including age, gender, and household income. These criteria would allow White Dove to spread its message to recipients most likely to visit a thrift store and support charitable organizations.
Digital Technologies Boost Engagement
By deploying DM360, the White Dove direct mail campaign launched an omnichannel marketing approach. In addition to traditional mailers, White Dove ads were shown on Instagram, Facebook, the Google Display Network, and Informed Delivery emails, gaining multiple impressions per each direct mail recipient. With a total mailing list size of 4,487 records, the campaign concluded with 54,061 total impressions, averaging 12 impressions per mail recipient. The campaign finished with a 4.99% audience engagement rate, performing significantly higher than the target engagement rate of 1% for DM360 campaigns. The White Dove stores reported a return of 134 coupons across all stores, receiving 96 paper and 38 digital. Their Scottsdale location collected the most coupons, receiving 67 total coupons. Looking for a partner who can exceed your goals for your next direct marketing campaign? Contact us to learn more. Looking for a partner who can exceed your goals for your next direct marketing campaign? Contact us to learn more.
“Overall, we are very pleased with the print/ digital DM360 campaign. This experience has given us great insight into which White Dove location are more apt to use coupons, as well as which product worked better – print or digital. The Prisma team was amazing, ensuring that we understood all the facets and utilized them to their full potential.”
– MICHELLE SALDANA, WEB
DESIGN SPECIALIST AT HOSPICE OF THE VALLEY