Text Campaigns:
Featured Clients

Name, City, and State of Marketer:
Papa John’s Hawaii; Honolulu, Hawaii

Campaign/Program Name:
Text for the Best

Duration:
February 24, 2010 to Present

• Adjust to the shift in technology and the increased usage of mobile phones (primarily text)
• Build a database for the text portion of customers and for future marketing strategies
• Promote and increase online ordering

Target Audience:
Consumers between the ages of 18-40

Strategy:
Papa John’s was looking for a way to adjust to the growing mobile market and declining standard media usage (i.e. newspaper, television, etc). Text messaging was also a cost effective method to advertise to potential customers.

Call to Action:
Papa John’s used their current newspaper circular to advertise their new text campaign. The initial offer was to opt-in for a unique promotional code to receive a free medium 1-topping pizza (valid for online ordering only). By opting-in, subscribers were also eligible to receive the best pizza deals in town.

Results:
The text campaign grew rapidly, having more than 4,000 customers opt-in for the program within the first week.

• Online sales increased by 14%
• The amount of online orders doubled
• Percentage of online orders increase 12%

What Next:
Papa John’s is planning promotions for its subscribers for the coming months

Name, City, and State of Marketer:
Iolani Alumni Association; Honolulu, Hawaii

Campaign/Program Name:
Mobile Alerts

Duration:
November 28, 2009 to Present

• Offer the option of receiving alumni event information via text messaging
• Increase attendance and participation in alumni events

Target Audience:
All alumni of Iolani School

Strategy:
To advertise this option on the website as well as on the email blasts. There will also be a push towards the end of every school year to get young alumni to opt-in to the program to remain involved with the Iolani community.

What Next:
The Iolani Alumni Association plans to continue to offer this services to its alumni

Name, City, and State of Marketer:
New Hope Kapolei; Kapolei, Hawaii

Duration:
November 2009 - Present

Objectives:
This was a pilot program to see how helpful it is to provide church related alerts in a timely manner. For example, people will know when events are cancelled, there is a schedule change, etc.

Target Audience:
All church members

Strategy:
New Hope Kapolei introduced the program to church members through church announcements (both verbal and printed handouts), via church staff emails, and word of mouth.

Results:
Currently about 30 people have subscribed to this text campaign. This is a relatively large group considering how few people have text plans at this particular church.

There has been much positive feedback from everyone and as the campaign progresses, more people are subscribing as the church finds new ways to take advantage of this type of media.

What Next:
Using New Hope Kapolei as an example, there are plans to discuss adoption by other New Hope locations, such as New Hope Diamond Head, as well as proposing the idea to other larger churches on Oahu.