Castro Valley Animal Hospital reaches hyper targeted audience using Custom Designed Postcards

Challenge:

Castro Valley Animal hospital is a premier veterinary hospital in Castro Valley, California. They wanted to reach out to a hyper targeted group of audience and promote specific offers that were designed to attract only a select cohort. The nature of the campaign required using innovative non-digital marketing techniques. After doing research, they realized that the most effective way to connect with this audience would be some form of print advertising. However, being a small team, they were challenged with the fact that running an effective print Ads campaign is not only time consuming but because it's hard to track, it can get really expensive too. To solve this problem, they reached out to Ellipsis Marketing.

Solution:

Ellipsis Marketing performed detailed demographic analysis and used over 1200 signals to pin point the list of people that the Ads should be targeted towards. We then created high quality custom designed postcards with graphics and content that would resonate well with the target audience. A series of postcards were created, and mailed at specific intervals. Effectiveness of the postcards and engagement was tracked using phone call inquiries, QR Codes and matching website traffic data with post card delivery timings.

Result:

The postcard campaign helped Castro Valley Animal Hospital effectively connect with the hyper target audience they were intending to reach out to. Considering the time and money the hospital saved by outsourcing this campaign to Ellipsis Marketing, they considered it as a highly effective and efficient way of running print Ads campaign.

Tags: case-study,location:Castro Valley+CA,program:Custom Postcards,industry:100009,direct mail postcards for veterinarians,cid:38