Client
Heksagon is a Polish company that combines three areas of activity: professional support for beekeepers, ecological CSR solutions for businesses and public institutions, and educational and mentoring activities for future beekeepers and nature enthusiasts.
Challenge
Hexagon reached out to us with a need to reach public institutions that might be interested in adopting bees as part of CSR and benefit programs – including in the form of beekeeping training and workshops. The company already had experience and was cooperating with one public institution, but it wanted to expand its activities in this direction. The biggest challenge was the lack of personal contacts – we had to base the campaign on general email boxes without losing effectiveness.
Solution
Precise definition of the target group (ICP)
Unlike the typical outbound approach, we built the database based on precise location data, narrowing the campaign to public institutions within the customer's logistical reach. We defined three target groups, taking into account both professional role and physical workplace, which increased the accuracy of contacts and the chance of meeting.
What influenced the result:
- narrowing the geographic area to 200 km from Legnica,
- identifying departments responsible for promotion, CSR and communication, and people in decision-making positions,
- manual verification of institutions in terms of potential implementation of ecological solutions,unique communication tailored to departments and decision-makers in CSR, ESG and Marketing,
- preparing contacts despite the lack of direct emails to decision-makers.
Message sequence optimized for a difficult channel of delivery
Instead of giving up on contact due to the lack of personalized addresses, we used the general mailboxes as an opportunity to contact real people. We knew who was responsible for the selected mailboxes based on the website analysis and addressed the messages directly to those specific individuals. This allowed for a personal effect with a formal channel.
What we used:
- 3-step message sequence (first contact, 2 follow-ups),
- clear value proposition (beehives, CSR, education),
- simple communication based on three-way profit:
- the beekeeper cares for the bees and conducts training,
- the institution finances beehives and offers additional benefits to its employees,
- hives provide honey that can be used as gifts for employees.
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