Electra Sign is a regional signage provider with offices in Winnipeg, Regina, and Edmonton. Electra Sign has just prototyped a cost effective electronic sign that would be perfect for the school and community club market. They approached Hep for advice on how to create a buzz within this market space. Hep developed a campaign that suggested the schools could obtain a new sign at no cost by paying for the signage out of sponsorship and ongoing advertising from local businesses. A variable imaged direct mail piece was developed and targeted Manitoba Schools. The mail piece drove the recipient back to a campaign page on the Electra Sign website where a video was available that explained the program in detail. Once the video was viewed, the recipient was encouraged to make contact or send an email for extra value in the equation. Residual touches with schools not responding include follow up emails and fax program.

Results: The program has achieved excellent results and has been expanded in Saskatchewan and Alberta.

Campaign Budget: $6,000, Annual Sustainability Budget $15,000

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