Oceana Dives Into Multichannel Marketing

Communications stream

While we believe in the importance of data, you can't report on integrated marketing campaigns without looking at the messaging AND the message flow. In this case, Oceana tapped the major channels, and the message flow looked like this:

1. In order to engage and educate on the challenges the Gulf was facing a year post-spill, Oceana sent an initial advocacy e-mail and landed petition-signers on a customized donation page. That contact was followed by four donation e-mails with a specific goal ($50,000) and a deadline (the upcoming Gulf spill anniversary) sent over seven days. A week later, Oceana followed up with a sustainer invite e-mail to the full e-mail list, versioned with a special "thank you" for donors who had contributed to the campaign over the previous three weeks.