Find us on Yelp Campaign
A couple of the campaigns I manage at Yelp are the famed "Find Us on Yelp" and "People Love Us On Yelp" direct mail/sticker campaigns.
After noticing a sizable population gap in the transactional email follow up sends for the Find Us on Yelp campaign, I investigated further finding that, contrary to the team's assumption, many of the businesses that were requesting 'Find Us on Yelp' stickers were either unclaimed or not in Yelp's database at all (see updated email for this population below). This called for a complete revamp of the copy and design to accommodate both the needs of businesses on Yelp, and the on-boarding experience for businesses not yet on Yelp.
Alongside the creative initiative, I've presented this as an area of opportunity to Yelp's Product team to make a case for building this campaign into Yelp's core business site (as it currently lives here). This project is currently in progress but once completed will not only bring in more unclaimed (TOFU) leads but also automate the Marketing team’s manual monthly list-pulls to reduce error.
Depicted is the new (top) and old (bottom) direct mail pieces for our 'Find Us On Yelp' campaign in which I rewrote copy to for and worked closely with Yelp's Design team to better highlight value props and showcase different business categories.
Transactional email follow-up
We created two separate email follow-ups to match the needs of our differing populations. The email depicted on the left, calls unclaimed businesses to claim their page on Yelp. The status quo email sent to claimed users, uses the digital toolkit as its main call-to-action.
Depicted on the right is the old design for the ‘Find Us on Yelp’ mailer.