Case Study: Chesapeake Bay Trust boosts Bay Plate sales by 53% with Cyphers Agency

Chesapeake Bay Trust boosts Bay Plate sales 53% with Cyphers Agency

The Chesapeake Bay Trust, a non-profit organization, faced the challenge of increasing the low 10% penetration rate of its "Bay Plates" funding source. Most Maryland drivers were unaware they could purchase the plates at any time, were uncertain about how the funds were used, and did not understand the Trust's positive impact on the Bay. The Cyphers Agency was engaged to develop an advertising plan to address these barriers.

The Cyphers Agency implemented a highly integrated traditional and digital campaign. The solution included outdoor and radio ads, targeted online advertising, ambient signage with a text-to-win contest, public relations, and social media engagement to raise awareness and clarify misconceptions. This strategy by The Cyphers Agency resulted in a massive 53% increase in Bay Plate sales, far exceeding the client's goal and permanently changing their marketing approach.

Chesapeake Bay Trust