Background
Queen Mary’s School is an independent day and boarding school in Yorkshire, covering pre-prep through 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 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 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 send to areas with more homes 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 the mailer was sent compared to the previous year.
“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.”
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