Direct Mailing – The Dixon Group has supported direct mail campaigns for schools all over Ontario. We’ve compiled some of the most important aspects of a direct mail campaign for you to consider prior to your next project.
- Timing is everything
- You never get a second chance at a first impression
- The message
- Mailing List
- Call to Action
- Plan your R.S.V.P.
If your direct mail piece is mailed too early, it will be ignored. If it’s mailed too late, then parents may have already made choices for enrollment.
Generally there are three good times throughout the year for promoting your school. November and December can be effective for reaching parents who are considering a mid-year entrance option in January – especially for Toddlers and Casa. Be careful with this end-of-year marketing as holiday advertisers and shopping can minimize your efforts. February-April is generally the most popular time for recruiting new families for fall enrollment. It is also the most likely time that your competition is trying to reach the same families. Be ready to go and don’t miss this boat! Early summer is a great time to reach the “procrastinator” family who meant to do their research, but just kept putting it off. There’s not a huge pool of families left at this point, but enough to make a difference on your bottom line.
You never get a second chance at a first impression
Many schools hold back on the design of a postcard mailer and discount the importance of a professional look and feel. Your postcard will be competing for attention in the mailbox of your recipients. Give them something interesting, compelling and attractive to look at. An appealing design will more often lead to reading the postcard and thus, exploring your school.
You’re a school; you’re expected to write well – that’s a given. Create an effective tagline or headline for your postcard. Also, remember to demystify and tone down the “Montessori” language for those unfamiliar with the vocabulary. Bring people in the door first, and then start educating them about the wonders of the Montessori philosophy. Finally, practice the concept “Less is more.” If you tell them everything, you won’t give them any reason to call the school and engage in a dialogue.
The only thing more important than what you send is WHO you send it to. You chose direct mail in an effort to reach a targeted audience. Spend time considering and researching geography, income levels, ages of children in the home, and other key factors that define your ideal family. The Dixon Group has partnered up with a direct mailing company to ensure your postcard can be directed at a specific demographic.
Give your recipients a reason to call, visit your web site, or attend an open house. Typical call-to-actions might include, discounted (limited time) registration, a free book given out at an open house, or other similar incentives. The Dixon Group has a list of dynamic key-note speakers to use as a call-to-action for potential parents visiting your school for an Open House. Speaking topics include ‘how to create a balanced and healthy lifestyle for your child’ which is a wonderful way to draw community members into your school.
You’ve created and sent out a great direct mail piece. Before your postcard reaches your audience ensures you have a plan in place for responding to families that contact your school. Always answer the main office telephone and e-mail. Have succinct information about your school and next open house available and collect names and contact information when possible. This way, you can follow-up with something in the mail, or a telephone call.
We would like to help you with your next direct mailer. Please give us a call to request information and receive a detailed quote for services.
