Mercy Corps Gifts
Marketing Strategy, Creative Support, and Outreach
Marketing Strategy, Creative Support, and Outreach
The challenge: how to revitalize symbolic holiday gift sales following several years of a slow but steady decline? How to differentiate Mercy Corps Gifts in a fairly saturated market, with declining earned media and a limited marketing budget? Our communication strategy focused on getting back to the gift. Messaging focused on the fun and quirky nature of the gifts, why they are perfect for the people in your life, and less on the typical beneficiary "ngo speak".
My work included crafting the 2010 Mercy Corps Gifts marketing plan, including:
My work included crafting the 2010 Mercy Corps Gifts marketing plan, including:
The results? Our team was able to more thantriple symbolic gift program’s ROI from holiday ’09 to ’10 through paidadvertising and donor acquisition campaigns.
Banner ads on websites like Mother Jones, Sojourners, Bust.com, and Alternet reached our target audience: young, socially-conscious females.
Chaperoned emails and participating in online gift-guides boosted sales.
Our 2010 campaign focused on getting back to the concept of the donation as a gift, emphasizing the fun and quirky nature of our gift choices, and trying to highlight what kind of gifts were just right for our customer's friends and family.
