PETCO and its partners needed to communicate their message to stakeholders and consumers alike, but in a manner that appealed to (and was understood by) each of these vastly different audiences. Despite an abundance of success stories, the brand was relatively unknown outside its partner circle.
In 2018, GNL began its journey with PETCO by spearheading (and executing) its public relations strategy – targeting regional and national media as the scope of PETCO’s stories required. The return on PETCO’s investment in PR that year was 3,036% (* based on the value of the achieved media exposure).
In 2019, GNL pivoted to provide PETCO with a more targeted communication solution: lead generation and email marketing, which would supplement our public relations work.
While GNL continued to achieve a return on investment for PETCO’s PR work of about 3 000%, our lead generation for PETCO saw its list of consumer email recipients grow to over 40,000 nationwide in 2021. The average CPL (cost per lead) of growing the database equated to R3 – a tiny fraction of the global industry average cost per lead for a non-profit organisation, which is US$31.
This direct and “uninterrupted” straight-to-consumer form of messaging meant PETCO’s clearest message could reach its desired audience at the click of a button. The email database contained purely opt-in consumers eager to hear about PET recycling news and who wanted to get more involved in PET recycling and sustainability in their communities.
GNL set about engaging with the consumer email database by creating useful digital content in the form of monthly email newsletters for PETCO. This ranged from crafting the stories (housed on the PETCO website and showcased in the newsletter and on LinkedIn) to strategy which ensured higher email open rates, which averaged between 30 and over 40% – well above the 22% industry average for email campaign open rates.
When a mutual friend connected me to GNL for a local event I needed PR help with, I was pleasantly surprised with not only their earnest professionalism, but their incredibly efficient turnaround and super-friendly support.
– Janine Osborne, former Stakeholder Relations Manager