Case Study: Catalog Choice
In the fall of 2008, the National Wildlife Federation, the Ecology Center and the Natural Resources Defense Council launched CatalogChoice.org, a Web site where consumers could opt out of catalogs they no longer wanted to receive. The goal of Catalog Choice is to preserve natural resources by reducing the number of unwanted catalogs that are mailed out. Spitfire developed a strategic communications plan to guide Catalog Choice through its launch, helping the organization to engage catalog marketers and consumers through media outreach and relationship-building with leading companies and trade organizations, to ensure the service’s growth through its launch and beyond.
Spitfire’s planning guided the organization through a huge consumer media push that got the organization covered in outlets such as Redbook, SELF, the New York Times, the Washington Post and Oprah & Friends Radio. Spitfire also pitched business and trade press for the organization, obtaining coverage in BusinessWeek and leading trade publications such as Multichannel Merchant and Catalog Success. Leading catalog marketers like L.L. Bean, Williams-Sonoma, Crate and Barrel and Dell have entered into a partnership with the organization.
To date, over 1 million consumers have signed up with Catalog Choice, and helping to save more than 192,000 trees and preventing 82 million pounds of greenhouse gas emissions, the equivalent of removing about 7,500 cars off the road for a year, according to the Environmental Defense paper calculator.
By A Web Design