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Madera County
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| | Challenge. The City of Madera sought a low-cost, manageable marketing campaign to attract new businesses.
Solution. Chabin developed a campaign that integrated marketing materials and a new website under a single theme. Originally designed for the city, the campaign was implemented on a countywide basis by Madera County EDC. A direct mail campaign cycled through a new set of screened targets each month. Materials created by the Chabin team promoted awareness through a consistent look and message. A humorous box-within-a-box icebreaker containing a local product-almonds-one of the key pieces, along with a die-cut brochure emphasizing the county's location at the exact center of the state. This approach was more cost-effective and more flexible than advertising. By mailing to just 25-50 new targets each month, the campaign was manageable for follow-up by a small staff. | |
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