Jordan shares how it got the program off the ground, what worked, what didn’t, and what the company learned from it all.
A few of his big ideas:
- Do something that you’re already good at. Many geo-social promotions have a deal or coupon tied along to it. REI decided to change that norm and give a donation to a nonprofit for each check-in, which helped drive awareness for REI’s corporate core tenant of supporting nonprofits.
- Design something that has multiple audiences. REI had the end consumer as an audience, but also considered its nonprofit partners as a secondary audience. The company ended up with a network of 68 nonprofits talking about REI and the promotion.
- Use the opportunity to roll out social as a local effort within individual stores. Throughout the promotion, the company talked to each store’s retail staff across the country, which raised front-line employees’ awareness of the company’s corporate social media efforts. Each store then got to choose which nonprofit would benefit from money raised through check-ins at their store, which helped with overall buy-in.