How a Grant-Funded Marketing Campaign Boosted Registrations Fast

Our Work

North Dakota Safety Council

How We Exceeded Training Registration Goals Ahead of Schedule

Who is North Dakota Safety Council?

The North Dakota Safety Council is a nonprofit organization dedicated to promoting safety. They provide training, resources, and programs aimed at reducing accidents and injuries, focusing on areas like occupational safety, driver safety, and environmental health.

The Opportunity

NDSC was seeking assistance marketing its free online Responsible Beverage Server training using grant funds that had to be spent within a certain timeframe. Some North Dakota counties require RBS training, while most do not. NDSC wanted to reach both audiences to increase awareness and understanding of responsible alcohol service.

The Results

500

registrations

Ahead of schedule

4.1

Million

Impressions

1.7

Million

Reached

4,344

Mailers

Distributed

2,546

Emails

Delivered

What We Did

HexaHive planned, designed, and implemented a marketing strategy and campaign to drive registrations in NDSC’s Responsible Beverage Server online training program. The campaign was multi-faceted, reaching audiences on social media, in inboxes and mailboxes, and via newspapers and radio stations across the state.

Key Takeways

Don’t discount the power of text-only creatives. Toward the end of the campaign when we shifted messaging to “register before grant funding runs out,” a text-only graphic outperformed image ads.
Letters drove more engagement than postcards. In this campaign, recipients responded exponentially higher to a letter in a #10 envelope than they did to a colorful postcard. When the return address is a credible organization like NDSC, curiosity drives open rates and, in turn, QR code scans and registrations.