The Challenge:
Connect very busy county weed directors with a PSA-style campaign landing page centered on helping them understand and apply for federal and state wildfire mitigation grants.
The Approach:
A two-part direct mail effort, starting with a fireproof poster that conveyed our hopeful message and let our audience know where to find out more before they hung it up.
Next, we sent a customized wooden box containing four custom-printed matchboxes that provided a direct connection to wildfires and an unexpected way to start the conversation. An insert encouraged recipients to share a few matchboxes to help spread our message.
The DM was supported by owned email and digital ads.
The Results:
The series achieved an average of 32% engagement via QR code scan. Share the Spark became the second-highest trafficked webpage on the Envu website with time on page 3.8 times higher than the industry average. In the first year, the campaign as a generated 10.4M impressions, grew subscribers by 15% and saw record-breaking website traffic.
Heidi Dean Writes 