PPB June 2020

Walker-Clay, Inc. Hanson, Massachusetts Silver Winner OBJECTIVE: To gain more new business in the South Shore/ New England area DETAILS: Distributor Walker-Clay, Inc. partnered with promo agency The Scarlet Marketeer to create a package that included three direct-mail pieces with a built-in follow- up process and a give-back campaign supporting the local hospital. For every connection made through the Be Unforgettable promotion, the distributor delivered a plush toy elephant in the client’s name to the local hospital. The promotion targeted businesses with 50 or more employees in the South Shore/New England area and those that qualified received a package containing a brochure, letter, business card, custom box, plush elephant, custom coloring book journal with colored pencils and a pack of animal crackers. RESULTS: In two months, this unique campaign produced an overall response rate of 79 percent, gaining the company three new clients and increasing sales. Insights from Amanda Clay, MAS, vice president of sales and marketing: Why do you think this promo was so successful? “The lighthearted, fun and creative design gave this program wide appeal. There is something inherently nostalgic about plush, and it elicits memories of childhood innocence. In a time of technology overload, the simple comfort of a stuffed animal provides a unique tactile experience as well as an immediate connection through sensory and visual memory. The success stems from being able to stand out from the crowd and effectively tying in the message of being unforgettable.” What feedback did you get from the local hospital on the donation of plush elephants? “We received this message from our client: ‘Thank you for coordinating and dropping off the donation of the plush elephants today. They are so soft and our patients are going to love them. I also appreciate you taking a photo with me for our social media page. We will be posting it to the South Shore Health Foundation & Friends Facebook page soon to share your generosity with our community. Again, we are so grateful for your support.’” Self-Promotion Campaigns 2020 PPAI Pyramid Awards | FEATURE | JUNE 2020 | 23