Government Direct Mail Case Study: City of Apopka

The Situation

The City of Apopka was putting on several events spanning from December 2020 to May 2021 and wanted to spread the word to increase attendance. In particular, they were looking to fill up the seats of their one-tome Philharmonic concert. So, they came to PostcardMania in hopes that their direct mail campaigns would have traction in their town.

The Solution

They decided on an Everywhere Small Business campaign, which combined the effectiveness of hyper-targeted direct mail postcards with Google, Facebook and Instagram advertising.

The City of Apopka’s postcard design included:

• Listings of several local events happening in the city including their dates, times and addresses
• The word “FREE” in several of the headlines to communicate that this won’t require any payment from the recipient

Since the City of Apopka was simply trying to boost the attendance of their free community events, they only needed a one-time mailing of 10,000 cards. Their mailing list of town residents ensured that it would be realistic for every recipient to be able to attend.

The Results

They filled 1,500 seats!

They said the philharmonic event went really well! It was packed and they were able to get all 1,500 seats filled! She said she spent the majority of the marketing on postcards and online ads with us, so they know we helped bring in the guests!

Interested in doing a similar campaign for your business? Call us and we will get you connected with a marketing consultant who has experience creating campaigns for other city governments!