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The Situation

The Atlantic Coast Academy of Dance in Hyannis, MA, was looking for a way to attract new students and advertise their annual winter production. They called PostcardMania for help spreading the word.

The Solution

The folks at Atlantic Coast Academy spoke to our experts and decided on an integrated marketing campaign that would generate new students and increase attendance at the winter performance.

Here is why the postcard worked:

  • The images and color scheme immediately convey BALLET
  • An attractive offer of TWO free dance lessons entices prospects to call
  • A phone number and web address on the front and back of the card make it easy for recipients to get more information

The dance studio sent their postcards out once to the closest 4,521 residences. We generally recommend multiple mailings, but adding DirectMail2.0 to their campaign gave them the additional exposure needed to improve their results.

With DirectMail2.0, interested prospects who went to Atlantic Coast Academys website were cookied with an unobtrusive piece of web coding. Then, if they left the site without taking the desired action (filling out a form or buying a ticket, for example), they started seeing the dance studios online banner ads on other sites across the internet!

The Results

With DirectMail2.0s tracking capabilities, the dance studio could see that 2,200 unique visitors went to their website and were being shown their follow-up ads (a total of 230,504 times!) and that 83 people clicked on their ad to go back to their website!

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