At the height of COVID-19, MCC Thrift faced a complete operating freeze across 90+ shop locations. With a vulnerable, aging volunteer base and an unsegmented customer audience, reopening required extreme caution and a centralized digital strategy. To overcome this, I architected a data-driven "Notify Me" ecosystem and automated email drip campaign that built a national audience of over 15,000 subscribers from scratch, guiding customers safely from initial lockdown anxiety to opening-day visits.
The Empty Email Database
With no preexisting centralized mailing list, physical stores locked, and fragmented customer bases, the priority was capturing intent without overwhelming local staff. I launched geotargeted social ads within an 80km radius of each location and deployed custom website pop-ups driving users to a hyper-local signup form.
To manage data flow seamlessly, I built a custom tech stack integrating Campaign Monitor, Drupal, and custom Python API scripts. User-provided postal codes allowed automated, hyper-local segmentation so every subscriber received accurate, time-sensitive updates for their specific local shop.
Step-by-step Journey
To build a centralized audience from retail stagnation, immediate efforts focused on lead capture and postal code segmentation. Targeted Facebook ads and site pop-ups drove users into an automated drip series delivering thank-yous, “not forgotten” check-ins, and localized opening alerts. Concurrently, social posts framed home life through a COVID lens with DIY projects and mission updates.
As shop reopening windows approached, messaging shifted toward building local anticipation across digital channels. Upbeat posts and stop-motion videos showcased inventory being organized and shelves restocked behind closed doors. This visual teaser strategy turned a static lockdown wait into active customer anticipation.
The week before launch deployed a daily educational series to prepare shoppers and set clear expectations. Each day highlighted crucial protocols: donation guidelines, volunteer safety, capacity limits, mask rules, shop hours, and global relief efforts. Standardized graphics ensured every community felt fully prepared and safe.
Opening Day focused on declaring “We’re Open!” across localized digital touchpoints. Synchronized broadcasts featured celebratory imagery, updated operating hours, and in-store instructions. Centralizing templates allowed nationwide execution while local teams focused entirely on store logistics and safety.
Post-launch communications pivoted from operational safety to the joy of thrifting. Social posts and emails highlighted lifestyle refreshes, encouraging customers to update wardrobes, refresh bookshelves, swap puzzles, and elevate home decor. Re-engaging customers during these first two weeks drove repeat foot traffic.
Subscribers were seamlessly transitioned from temporary reopening lists into MCC Thrift’s permanent national newsletter. Ongoing content maintained brand affinity through continuous social storytelling, influencer campaigns, and humanitarian updates. This funnel converted single-event interest into an active community of 15,000+ subscribers.
The Par-Tea Has Started
“The par-tea has started! We’re open for business across Canada.”
To celebrate opening day, we brought a little whimsy to the feed with a stop-motion animation of teacups springing to life. Framing our return with a playful “Par-Tea” theme, the short video delivered a high-energy broadcast across local social channels to announce that doors were officially open. It provided a cheerful, memorable visual moment that sparked instant engagement as shoppers prepared to head back into stores.