copeland's work

Columbia Fuels

fall 09 Fuel campaign

Island-based Columbia Fuels decided to leverage their recent purchase by Alberta company Parkland Industries by offering cheaper home heating fuel prices to their customers. They then took things a step further by implementing a Value Guarantee, which promises delivery within 24 hours or they pay for the fuel.

The eight week campaign, which included discount coupons in print and DM, also hit the radio airwaves and went online and received a 11% redemption rate on Direct Mail pieces sent to their current customers. Further, the company earned back 5% of their lost customers. Overall the campaign achieved an 8.1% redemption rate from the 17,714 current and lost customers targeted during the campaign.

Despite a warm winter which pushed sales back later into the season, Columbia Fuels was overjoyed with the campaign.