Overview
Eye Care Centers of America (ECCA), one of the three largest optical retailers in the country, worked with Proterra Advertising to expand their scope of customers and created a unique acquistion campaign called The Drivers Reward Program. Consumers were enticed by an online gas card sweepstakes, which increased ECCA's email communication by 80% and proved to be one of their most successfull online campaigns to date.
Problem Encountered
Eye Care Centers of America (ECCA), one of the three largest optical retailers in the country, initially approached Proterra for Direct Mail. As Proterra worked with ECCA, they expanded the scope of work to include online and acquisition services. For online campaigns, it become apparent that ECCA did not have a large customer email database.
Our Solution
Proterra presented a unique acquistion campaign to ECCA designed to increase their customer email database. The online campaign, called The Driver Rewards Program, was targeted at drivers 18+. Due to the current fuel crunch, Proterra felt a gas card would be the perfect incentive to get people to register online. Proterra created landing pages and an email blast to capture the target audience. In addition to the free gas card sweepstakes, the landing pages also featured great offers from ECCA on eyewear and exams.
Results
The Drivers Rewards Program proved to be one of ECCA's most successful online campaigns to date. There were 8500 total responses, and out of those responses, 1500 clicked the feature coupon. 80% of them opted-in to receieve ECCA email communications, thus significantly increasing the client's email database.
Related Links
Proterra Advertising
Eye Care Centers of America
