Tucked away between the Ohio State University campus and the Short North in Columbus, Ohio is a small neighborhood called Weinland Park which is undergoing a massive revitalization. One of the key projects in the area is the development of an experimental incubator of organic gardening, food businesses and community at the site of a former factory that has been torn down. The neighborhood is often considered a food desert, and this project hopes to sow seeds of health and life through… literally sowing seeds!
The company developing the project asked us to help them create a buzz around an upcoming community charette. That’s the word they used. We had to look it up. A meeting of the minds, basically, to brainstorm how to make the dreams for the site a reality. They had a list of influencers to invite to the meeting, but less than a week to create and launch their invitation before the event. Their plans were to simply send an email to over 50 people at once in Outlook, with a Word document attachment of over 5 pages of text describing the project and why the invitee should attend the charette. We immediately went to work creating a video to the project itself, a landing page to capture RSVP’s for the charette and provide further details, and a multi-staged email campaign using MailChimp and a small social media campaign.
We sent to a total of 64 unique email addresses, of which 45 total opened the email (70% open rate). We had a total of 21 RSVP’s through the website (46% conversion). The video was seen over 100 times in less than four days, and is still available for viewing today. We are very happy with the results of this campaign and hope to have continued involved in this project in the days to come.
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