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The Samaritans is a registered charity that helps those in times of emotional need. To increase staffing levels at their Cambridge office they had to persuade local people to give up their time and undergo some intensive training in order to provide a vital, often lifesaving, community service, but first they had to generate the initial enquiries from potential volunteers.
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Advertising in the local newspaper was found to be expensive and had little response, so The Samaritans asked DOR-2-DOR to provide a cost-effective solution. Apart from good value for money, they wanted a flexible campaign, delivering a steady stream of candidates to match the organisations recruitment resources. DOR-2-DOR was responsive to this need. Pacing the leaflet distribution campaign in line with the Samaritans recruitment resources enabled the group to deal with a steady stream of new enquiries, without being swamped. The campaign was demographically selective, and included many villages that other promotional mediums cannot reach, plus many well-targeted parts of Cambridge City. The Samaritans campaign was so successful that the group has enlisted DOR-2-DOR to continue the leafleting campaign on an on-going basis. This case study illustrates the growing trend for businesses to use this unique form of media as an important part of their marketing strategy. Local targeted leafleting campaigns are a lower cost alternative to newspaper advertising, or to using a recruitment agency. In the Cambridge area both Stagecoach and McDonalds have found DOR-2-DOR leafleting to be beneficial in finding them new employees.
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