Dumor Champions Club
Client: Tractor Supply CompanyDate: May, 2013
Starting a new program from scratch.
TSC and Purina asked us to help them start a new initiative to introduce a special brand of livestock feed to those who participate in show competitions. Basically, they wanted to form a club where 4-H and FFA members can sign up and recieve special gifts and a free bag of feed. Since the store has to order the feed for the member, careful planning and execution had to take place to make this club a success.
This was a full service project. With the help and guidance of TSC's marketing department, we designed the logo, print materials (tear sheets, coupons, signage, etc.). We also designed and built the website and collection system along with the fulfillment system and handling the ongoing data management as well. The back-end of this site included systems for data collection, fulfillment checklists and email alerts to the individual store and the fulfillment house selected by the user.
Both TSC and Purina thought this program would take a while to gain traction and the expectations were very reasonable for this specialty feed. Within the first month and a half, the club signups more than quadrupled the expected number. The feed has also been selling successfully because of the program as well.
What's equally amazing about this program, is that it's taken off without a large amount of dedicated marketing. Many of the 4-H'ers and FFA members have shared links through social media and told each other by word of mouth which shows the power of this great community.