Intro to Direct Mail Strategy
Developing a direct mail strategy is as simple as 1-2-3-4
You begin with understanding your community and end with a target list of persons to whom you will mail relevant information. Follow these easy steps to develop a successful direct mail campaign.
Explore the Demographics of the Targeted Community
Using the demographic analysis tools provided by DecisionInsite, a district can focus very tightly on the families within the whole district or specific neighborhoods or even attendance areas. Age, income, families with children, single parent families.… all of these demographic realities shape the values, hopes and aspirations of people and the kind of educational experience they may be looking for. Use this information to explore what these values are likely to be. Three specific reports will provide great insight into the beliefs and values, hopes and dreams. Look at the ExecutiveInsite report for a narrative of the defined target area. The FullInsite Report provides extensive detail on the demographic profile of an area. And finally, the Impressions Report will provide an sense of the kinds of values and beliefs represented by many in a particular community. Pay special attention to the Mosaic types that are dominnant in the area of focus.
Shape Program Strategies
The most logical next step is to shape the educational program for a specific community around the values and beliefs, hopes and aspirations expressed in the demographic reports. One-fits-all does not work today. Mine the reports for hints about special programs, targeted opportuntiies and special activities that will connect with the community that is the focus of research. The goal is to discover ways to meet the educational needs of the children in a school attendance area, a neighborhood or even the entire district.
Create a Communication Strategy
Armed with this information, develop communication pieces to send out through the mail. They should be shaped by what you have learned about the targeted community in steps 1 and 2. Pieces should be attractive and connect with those hopes and aspirations or possible felt needs, showing how your school or schools will assist them in fufilling their dreams for their children.
Order your Mailing List
The final step is to put together your mailing list order. You will have several options to choose from to shape your list in light of the research done in steps 1 and 2. You will be able to select by age, income, presence of children and Mosaic types, to name a few.
This selection ability allows you to pull a VERY targeted list for a very targeted message while at the same time saving you money on mailing costs.
Order DecisionInsite'sMailing Lists today!