CASE STUDY
Sarpino’s + Omni-Bridge 2.0®

Omni-Bridge 2.0® is an innovative omni-channel marketing tool integrating online channels like Social Media Marketing, Informed Delivery, Personalized QR Codes, and Google Retargeting Ads with direct mail. The campaign metrics are tracked in real-time through a centralized portal.

SITUATION

Sarpino’s, a renowned pizza chain, recently introduced their new location in Westminster, Colorado. They leveraged the power of Omni-Bridge 2.0® to enhance their standard grand opening direct mail campaign. Historically, response to previous campaigns had been between 1% – 3% for direct mail only. The challenge was to build brand awareness, drive increased engagement and improve overall response for a higher program ROI.

METHODOLOGY

Sarpino’s mailed 10K 6” x 11” postcards to a cold prospect list using the same selection criteria as previous openings within a geographic area surrounding the new location. All 10K were mailed with Omni-Bridge 2.0® integration to compare to previous grand opening events.

RESULT

The campaign out-performed previous efforts by more than 2x with an engagement rate of 5.8%. Rather than a single mail piece impression, Omni-Bridge 2.0® delivered 9.2 impressions per piece.

  • 15,572 Facebook and Instagram ads were displayed
  • 16,400 follow-up ads were displayed through social media
  • 2,023 Informed Delivery emails were opened
  • 42,561 re-targeting ads were displayed
  • 268 QR codes were scanned
Social Media

40 unique visitors from social media follow-up

Website Traffic

1,080 people visited website from list

QR Codes

175 unique visitors from personalized QR code

Emails

2,023 emails opened, 4 unique website clicks

Lead Match

265 anonymous website visitors were identified

CONCLUSIONS

Sarpino’s experience with Omni-Bridge 2.0® showcases the potential for increased engagement and response when traditional direct mail is seamlessly integrated with digital marketing channels.

By integrating social media, personalized QR codes, and email marketing into the strategy, the campaign not only improved traffic with over 4% visiting the website, but also engaged a broader audience through digital channels and identified previously unknown website visitors for future marketing efforts.