The Offer: Newcomers to the suburbs of north Seattle are sent individualized maps, using Microsoft Corp.‘s Bing technology, with turn-by-turn directions from their respective doorsteps to the nearest of The Everett Clinic‘s more than two dozen locations. The campaign, executed by Seattle agency Frank Unlimited, is designed to help newly-moved families reduce the stress of relocation by helping them locate close-to-home health care.
The Data: Roughly 500 mailers are sent each month to new mover households. Custom Bing map data is provided via Variable Maps and sourced through Epsilon. Animated banner ads placed on Move, Zillow, Trulia and local news sites in September and October served roughly 10 million impressions.
The Channel: Initially launched in September, the micro-targeted postal mailings are ongoing and will continue indefinitely. The integrated campaign was supported by full-page print ads, billboards, 60-second radio spots, geo-targeted online banner ads and double-decker bus wraps on select routes in Snohomish County.
The Creative: The teaser copy on the outside of the tri-fold mailers reads, “Boxes unpacked. Utilities turned on. Kids enrolled in school. Now, time to find a doctor.” Upon opening, the messaging shifts from general to personal with a tear-off map highlighting the exact distance from the addressee’s home to the closest Everett Clinic.
Aaron Herrington is cofounder of and a partner at Modea Corp., a digital marketing agency in Blacksburg, Va. Modea has done work for Verizon Wireless, Newell Rubbermaid and Chiquita Brands, among others.
We’ve always known that life transitions are a great time for brands to support rather than to sell. This campaign, by helping people reorient after a move, demonstrates how brands should seize such opportunities to re-imagine their marketing approach today.