Housing Works Bookstore Cafe: Getting value out of a lean nonprot advertising budget
Company Size
11-200
Region
- America
Country
- United States
Product
- Foursquare Ads
Tech Stack
- Digital Advertising
Implementation Scale
- Departmental Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Cloud Planning, Design & Implementation Services
About The Customer
Housing Works Bookstore Cafe is a nonprofit bookstore and coffee shop located in New York, NY. The bookstore is run based on donations and volunteers, and all profits benefit people affected by HIV/AIDS and homelessness. The organization relies heavily on advertising to attract customers and generate charitable contributions. The director of public programming for Housing Works, Amanda Bullock, is responsible for researching and implementing advertising strategies.
The Challenge
Housing Works Bookstore Cafe is a unique bookstore and coffee shop that operates based on donations and volunteers, with all profits benefiting people affected by HIV/AIDS and homelessness. This means that the organization must operate leanly, ensuring that every dollar spent on advertising brings in enough charitable contributions to more than cover the cost of the advertising. The organization has had success connecting with customers on social media, leading Amanda Bullock, director of public programming for Housing Works, to research various paid digital advertising options to attract new customers.
The Solution
Amanda Bullock decided to try Foursquare Ads first. She found Foursquare to be measurable in a way that other advertising options weren't. With a sponsored tweet, for example, the advertisement is only visible once and then it's done. But with Foursquare Ads, the advertisement continues to be visible to potential customers. The price point for Foursquare Ads was also accessible for Housing Works, making it a viable option for the organization. The results of using Foursquare Ads have been successful in targeting new customers, leading to increased satisfaction with the advertising strategy.
Operational Impact
Quantitative Benefit
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