Case Study #2 - Analyze the expense breakdown of a successful advertising campaign.

Whitby Jewelers, Collegeville, PA

Holiday Promotion
Budget: $3500, actual cost $3240

Whitby Jewelers recently enjoyed a successful holiday sales season with a cost-effective campaign that included a direct mail postcard, window graphics and in-store displays. Using “words of the season” that also related to their jewelry, Epps designed and produced the materials that promoted their Black Friday Sale, their annual Holiday Open House, and a Special “Spin the Super Savings Wish List Wheel” day. There was also a special website contest to win Whitby’s Gifties.

Campaign Collateral Pieces included:
Direct Mail Postcard: 1-color printing, 3500 quantity mailed to their current customer database. For tracking purposes, customers were asked to redeem their coupons on each promotional day.
Total cost for concept, design, printing, mailing, postage and fulfillment: $2925.

Window Displays: Large vinyl red circle decals using the “words of the season” were produced to announce the season and the sale.
Total cost for printing: $190.

In-Store Displays: Vinyl letters using the same “words of the season” were produced and applied to red ball ornaments and displayed on store Christmas trees.
Total cost for printing: $125.

Cindy Whitby, owner of Whitby Jewelers stated, “Epps Advertising consistenly succeeds in hitting the mark with our customers. We tracked 38 cards from our customers, for a total sales amount over $17,000. Epps creatively attracts customers to our store, no matter what the season!”

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