Making Dorset Buzz Again: Bees and Personalized Communication Technology
Why should we worry? “The answer is simple: bees are arguably one of the most important insect groups on earth,” said Dr. George McGavin, president, and entomologist of the Dorset Wildlife Trust in England. “Without pollination, we would have no flowering plants, no fruits or vegetables and we’d lose all the other insects and animals that depend on those flowering plants for survival.”
That’s why earlier this year the Dorset Wildlife Trust turned to Xerox’s personalized communication technology to help launch the “Get Dorset Buzzing” campaign. The idea was to encourage locals to turn their gardens into pollination grounds by supplying wildflower seeds. They had a goal of 1,000 residents – a goal they would exceed with multi-channel communication and conversion optimization supported by Xerox.
Alastair Cook, Dorset Wildlife Trust's director of marketing and fundraising, didn’t have to look far for a partner. Over the past 28 years, the British company RPM has evolved from a printer to a multi-channel communications agency thanks to its investment in XMPie®, a Xerox business software that allows customers to utilize personalized media communications across multiple audiences and channels. RPM is also a longtime Dorset Wildlife Trust corporate member, and, one day on a nature walk, the two sides decided to work together.
The personal business communication capabilities of Xerox XMPie allowed the Dorset Wildlife Trust to send relevant communications based on demographic data and user behavior. And the personalized messages designed for multi-channel marketing communication were made to fit the unique needs of social media, email, and printed materials.
How did the personalized communication with Xerox XMPie software approach work? “We surpassed our targets fourfold,” says Cook. “More than 4,000 people signed up.” The engagement didn’t stop at planting pledges – it enhanced conversion rate optimization, too. By determining who might be interested in providing further support, the Dorset Wildlife Trust converted 125 people into members. “That generates £10,000 [$12,868] of income every year,” says Cook.
The gardens in Dorset were buzzing following the successful campaign. Wildflowers had sprung to life, and bees, butterflies, wasps, and more were flying about. “Loads of photos and stories, it’s great,” says Cook.