Leveraging Existing Data to Drive Sales for a Direct-to-Consumer Brand

School Tool Box, a brand that works with individual schools and teachers to create prepackaged school supplies kits for parents overwhelmed by back-to-school shopping, needed to squeeze more sales out of their existing email list and social media efforts.

The Ask

Build awareness for School Tool Box’s school supply kits among new customers while also increasing the conversion rate of parents at participating schools.

Our Solution

The challenge posed by School Tool Box is one many of our clients face: they have rich internal data that’s been collected from previous marketing efforts, but they aren’t sure how to convert those email addresses and phone numbers into sales. For School Tool Box, [B]RIGHT Brand Performance Group harnessed their existing primary data and created custom lists and look-alike lists for new customers, and then we matched the data to real social media profiles. Once we had identified new or existing customers on platforms such as Facebook, we would serve them School Tool Box messaging in a resonant and unobtrusive manner.

Activation and Marketing

[B]RIGHT activated our New Business Development lead-gen framework to create a multichannel campaign to increase participation from existing customers and to promote School Tool Box’s ship-to-home prepackaged school supply boxes to new customers. By performing tests to find the most resonant messages, we were able to expand into new geographical areas with an eye on sustainable scalability and an aim to achieve the lowest cost-per-acquisition rate.

Our lead-gen framework also allowed us to increase existing parent participation through relevance and targeted messaging at a higher frequency than other tactics. This brought about improved brand awareness and reach that increased the response rates for our new customer acquisition efforts.