Background
Queen Mary’s School is an independent day and boarding school in Yorkshire, covering Pre-Prep through to Senior School. They were looking for an innovative way of generating interest amongst prospective parents, so we proposed a DoorDrop campaign.
Solution
We located postcode sectors with high concentrations of the school’s target audience, which were further split into two categories:
Pre-Prep target:
- Age: Homes with children aged 0-6
- Social grade: ABC1
- Household income: £75k +
- A 30-minute drive from the school address
Prep and Senior target:
- Age: Homes with children aged 6-14
- Social grade: ABC1
- Household income: £75k +
- A 60-minute drive from the school address
How we did this
Each postcode sector within the drivetime area was ranked against each of the target criteria with a simple scoring metric. Queen Mary’s School then reviewed the data we gathered, and they selected the most relevant postcodes to send to.
The demographic insight ensures that we sent to areas with more homes that were likely to convert, resulting in the mailer having maximum impact when it lands through the door.
Results
Our client received excellent short-term results, with two immediate admissions from families who responded specifically to the DoorDrop. The campaign has also helped their longer-term pipeline; it generated a 133% increase in enquiries during the month that the mailer was sent compared to the year before.
“Luke led our campaign. The team were very professional, delivered fantastic, friendly customer service taking us through the process quickly and efficiently. I was extremely grateful to them. The campaign was a great success.”
Looking to make remarkable results with your direct marketing campaigns? Get in touch with our friendly team or browse our portfolio to get an idea of what we can do for you.
