Marketing Case Study: A Chess School Teaches A Marketing Lesson
Dean of Chess Academy
Goal: Increase student enrollment in chess classes.
Postcard Design: Dean of Chess printed 12,000 postcards focusing on chess (yes, the ancient game of kings and generals!) activities and educational programs they offer for all ages. They also highlighted the benefits of how the game of chess will help children learn at a faster pace than non-chess players.
The design itself can play a huge part in generating response, so let's take a look at the successful design elements of this campaign.
The headline and message is very straight-forward with a play on industry terminology, “Make Your Move.” The back side of the card has a clearly stated offer of “20% OFF” that gives readers an incentive to call.
In this economy, an offer is even more important than in the past and creates a hot button to call. The overall message is positioned in a way that leads the eyes down the card to the bullet points featuring benefits of how chess can give a boost in academic performance. Lastly, there is a strong call to action with a large phone number, which is obviously key to getting response.
Mailing List: For this campaign, Dean of Chess ordered a list of single-family homeowners with presence of children age 4-15. The target was the lady of the house, since they are most times the educational decision maker, and used a home value $250k or more to get more financially qualified candidates.
Mailing Schedule: The campaign consisted of 12,000 postcards â€” 3 mailings to a list of 4000 contacts over a 3 month period.
“Everyone that brings in the postcard and comes in, joins and stays! That brings our total new students so far to 35, which is phenomenal!”
â€” Dawn, owner, Dean of Chess Academy
Every student that has signed up in the fall generates a sales of approximately $1,000 in the first year.
Campaign Cost: Including postage, $4266
Sales from Leads Generated: $30,734
ROI (Return on Investment): 720%
In the upcoming weeks, I'll be showcasing more of these direct mail case studies, which will hopefully lead you to discover ways of growing your own business. Some may be on my blog, some in this newsletter and we're putting together an archive of them behind our Ultimate Marketing Pass login â€” no cost to get access, you simply need to create an account here â€” so keep an eye out. Whenever I post a new one, I'll be sure to keep you informed.
If you have a direct mail success story of your own, send it along to Joy.Gendusa@postcardmania.com. I may even feature it in my newsletter and put your company in front of over 60,000 pairs of eyes!