Case Study
Hey Neighbor:
Market Share Targeted Direct Mailer
Client: CFA Empire Place
Overview
Bethany led a targeted direct mail campaign designed to strengthen connections with the west-side community while driving traffic and reinforcing guest loyalty during a period of economic softness and increased local competition. With a new location opening on the east side of Sioux Falls, the campaign focused on deepening relationships within the store’s core trade area while also inviting new households to experience the brand.
A blanket mailer was deployed to approximately 80,000 households across priority zip codes within a 5-mile radius. The campaign featured a high-value offer for guests to redeem a free sandwich or 8-count nuggets. This was chosen to remove barriers to trial, encourage first visits, and reward existing guests who already had a strong affinity for the brand.
The campaign served as both an invitation and a reinforcement for the brand, and the intention of bringing new guests through the doors while strengthening connection with those already choosing the brand.
Challenges
The campaign needed to drive meaningful engagement while navigating both economic pressure and new location presence.
Declining transaction trends tied to reduced consumer spending
A new location with a separate operating partner entering the market and increasing guest choice
Balancing new guest acquisition with retention of existing loyal guests
Driving urgency without conditioning long-term discount reliance
Ensuring geographic targeting aligned with proximity-driven behavior
Results
The Solution
Bethany developed a geographically intentional strategy centered on connecting with households most likely to engage with the brand. By focusing on west-side zip codes within a 5-mile radius, the campaign targeted both existing guests and new households with strong proximity and conversion potential.
A high-impact, low-friction offer (free entrée item) was selected to remove barriers to entry and create an easy first experience for new guests, while also rewarding loyal guests and encouraging repeat visits. The simplicity of the offer made it accessible, while the in-store customer experience and product quality drove additional purchases.
Performance was closely monitored throughout the campaign to evaluate engagement, geographic response, and transaction behavior. Insights from redemption patterns, app saves, and basket size helped validate the targeting strategy and inform future campaign planning.
Vendor processes were also refined to ensure greater precision in future mailers, including implementing carrier route-level mapping and approval prior to distribution.
The Benefits
Revenue and Transaction Driving Campaign
Generating 6 figures in attributed sales, as well as a significant boost to transaction counts.
Balanced Acquisition & Retention
Successfully invited new guests while reinforcing loyalty among existing customers.
High-Quality Engagement
Strong redemption rates and app save rate (23%) indicate sustained interest and future conversion potential.
Stronger Community Connection
Created a meaningful touchpoint with both new households and existing guests within the west-side community.