The postcard design was very economically laid out, presenting all the necessary information in a clear, easy-to-understand format. Each section of the card was a separate, bright color to draw the eyes of recipients to the marketing copy. The copy in those sections hit on all the major hot points: how much the costs were (FREE!), what they could help with and how prospective clients could contact them. This card got attention, showed recipients the benefits of tutoring and gave them opportunities to schedule their initial evaluation and consultation.
Sylvan Learning was looking for a way to promote their services, so they called us to see what we could do for them.
After working with their marketing consultant, the client decided to go with a targeted postcard campaign. They purchased a mailing list that targeted the women in households with $100,000+ incomes and children between the ages of 5 and 17. Then they mailed out 6,000 cards one time to their list, and distributed another 6,000 to local elementary schools.
New students create long-term revenue for tutoring centers, so they produce big profits from the marketing investment required to get them.
80 new leads came in for testing as a result of this campaign, and the client estimates that half of those became new students. Based on the lifetime value of their average customer – $1,800 – this campaign will bring in approximately $72,000!