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Integrating Online & Offline Activities How clicks can become a movement

Integrating Online & Offline Activities How clicks can become a movement . Strike While the Iron is Hot!. California State Parks Foundation (CSPF) May 26, 2009: Sacramento releases news that 220 parks may close due to budget cuts

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Integrating Online & Offline Activities How clicks can become a movement

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  1. Integrating Online & Offline Activities How clicks can become a movement

  2. Strike While the Iron is Hot! California State Parks Foundation (CSPF) • May 26, 2009: Sacramento releases news that 220 parks may close due to budget cuts • Within one week CSPF was able to execute a successful full scale multi-channel strategy to fight this budget crisis head on. • Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.

  3. Education & Action to Expand Reach 42% page completion rate! • Website redesigned • Aggressive online petition & donation campaign • Facebook Friend Get a Friend campaign • 10 times the fans in 4 days • 90 times the fans in 4 months (517  48,828. Now over 66,000 fans!) • Google & Facebook Ads 24,512 clicks • Over 75% of petition signers camefrom Facebook and Google Ads 89% of all signers were new to the file 12% of signers came from TAF

  4. Multichannel Maximizes the Message & the Impact • Efforts mirrored offline with three DM “Urgent Grams” • Current TM calls stopped & restarted with the urgent appeal scripts

  5. Activist Conversion • 73% of petition signers were new to the file! • TM reinstatement call including an activist conversion track • 2 part conversion email series • Garnered an amazing .81% response rate

  6. Then & Now • Crisis drove robust adoption, but staff commitment to their digital brand has maintained & improved their online presence since. • Over 700 advocates gather in Sacramento each March at Park Advocacy Day to fight for the parks they love. • Budget cuts are again threating parks. 70 have already closed in 2012. • CSPF has launched a new campaign: Defend What’s Yours!

  7. Online … Turning Anger in Action Takeaways: • Be Flexible • Be Aggressive • Maintain Seamless Communication Across Channels

  8. Questions?Thanks!U can find me @Brenna Holmes Deputy Director Interactive Department, CCAHccah.com | @ccahdirect@bfholmes

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