The Situation
A martial arts training company wanted to increase the enrollments to their children’s summer program.
The Solution
After working with their marketing consultant, the client decided to go with a targeted postcard campaign. The client provided their own mailing list, which they compiled from their customer database, past inquiries/leads and purchased records (households with children present and an income over $50,000 within a 7 mile radius).
They mailed a one-time blast of 4,500 postcards to this list in May, just as students were finishing up the school year.
While the postcard design is copy-heavy, all the information is essential, and that makes it work. They make sure the first thing you see is the most important message: Summer Camp. After that, they outline the benefits of the class and offer contact info and a special offer to drive the prospect to call.
The Results
Their campaign produced 6 new student enrollments for the summer camp, which they estimate, based on the lifetime value of their customers, will turn into $20,000 of revenue over the course of the year.
Total Campaign Cost: $528
Return on Investment: 3,788% (Estimated)
