The document summarizes the findings of a two-year research study into what direct mail approaches are most effective for marketing to senior citizens. Some key findings include: (1) Less complex, straightforward direct mail pieces tend to generate more responses than more elaborate designs. (2) The word "retirement" may turn off younger, active seniors who are not ready to identify as retired. (3) Targeting direct mail lists more precisely based on existing residents' profiles can increase response rates. (4) Promoting fun, social events is more effective than focusing on weightier topics like finances. (3) Email marketing alone often does not generate immediate responses from seniors.
The document provides a SWOT analysis and marketing plan for a membership campaign for the John Michael Kohler Arts Center. The plan's key points are:
1) The campaign theme is "The Unsinkable Ship: Friendship", emphasizing the friendships that can be made through Arts Center membership.
2) The primary target market is current members, who will be encouraged to share their positive experiences to gain new members.
3) A secondary target market of 3,000 mailing list contacts will also be targeted with friendship messaging.
4) Direct mail, word-of-mouth promotion, newspaper inserts, email blasts and increased social media engagement will be the main advertising methods.
Practical Strategies for Writing the Annual Appeal4Good.org
The document provides strategies for writing an effective annual fundraising appeal, including understanding donor motivations, writing the appeal as a personal visit, and addressing donor questions and benefits. It outlines the components of a direct mail appeal and characteristics of effective appeals, such as a compelling envelope, reply device, return envelope, and telling a story to show donor benefits. Nonprofit organizations are encouraged to consider donor psychology and needs when crafting appeals to increase response rates.
11 reasons you must keep your printed brochure final (3)Dan Torrez
The document argues strongly against eliminating printed brochures for marketing adult education programs. It provides several reasons why printed brochures are important based on research and member experiences. Eliminating brochures has led to significant enrollment declines of 30-40% for some programs. While digital marketing grows in importance, printed brochures remain a core part of an effective multi-modal marketing strategy for reaching the most customers and driving the highest enrollment numbers.
The document discusses an integrated fundraising campaign conducted by CPA, a disability charity in Australia. It describes how CPA used a multi-channel approach including TV, print, mail, phone, web, and social media to acquire new donors around a rebranding campaign. Key results included acquiring over 600 new donors and raising $35,713 through an emotional TV ad campaign supported by integrated communications across other channels. Testing of mail campaigns helped refine messaging and donation asks. The campaign demonstrated the value of integrated fundraising in engaging donors through multiple touchpoints.
This resume summarizes Eric Hansen's education and professional experience in communications and marketing. He received a Master's degree in Strategic Communications from Columbia University and a Bachelor's degree in Communications from Marist College. His experience includes positions in online marketing, political campaign communications, copywriting, and marketing assistance. He has skills in social media, writing, research, and meeting deadlines.
The document provides tips for improving a company's career website to attract more job applicants. It recommends using branding consistently across the site to convey the company's message. It also suggests showing the real culture by featuring employees and sharing values. Well-written job descriptions that engage candidates in an authentic voice are important. The career site should provide a simple application process that is mobile-friendly. An optimized site that follows these guidelines can help attract top talent.
Líder em treinamento de idiomas, traduções especializadas e consultoria de línguas, a Brava Training disponibiliza para seus clientes cursos de idiomas focado em negócios. Curso personalizado, focado no ensino de outro idioma de acordo com as necessidades do aluno. Alguns dos segmentos que trabalhamos são: petróleo & gás, jurídico, mineração, medicina, turismo, finanças, tecnologia da informação, telecomunicações, engenharia, entre outros. Maiores informações através do telefone (21) 3496-5051 ou contato@bravatraining.com.br.
Classroom teaching has evolved with new technologies that reach different learning styles. Teachers now have information at their fingertips and can engage students through a variety of media like photos, music, videos and interactive tools. This allows them to connect classroom lessons to students' interests outside of school and better accommodate different learning preferences.
The document provides a SWOT analysis and marketing plan for a membership campaign for the John Michael Kohler Arts Center. The plan's key points are:
1) The campaign theme is "The Unsinkable Ship: Friendship", emphasizing the friendships that can be made through Arts Center membership.
2) The primary target market is current members, who will be encouraged to share their positive experiences to gain new members.
3) A secondary target market of 3,000 mailing list contacts will also be targeted with friendship messaging.
4) Direct mail, word-of-mouth promotion, newspaper inserts, email blasts and increased social media engagement will be the main advertising methods.
Practical Strategies for Writing the Annual Appeal4Good.org
The document provides strategies for writing an effective annual fundraising appeal, including understanding donor motivations, writing the appeal as a personal visit, and addressing donor questions and benefits. It outlines the components of a direct mail appeal and characteristics of effective appeals, such as a compelling envelope, reply device, return envelope, and telling a story to show donor benefits. Nonprofit organizations are encouraged to consider donor psychology and needs when crafting appeals to increase response rates.
11 reasons you must keep your printed brochure final (3)Dan Torrez
The document argues strongly against eliminating printed brochures for marketing adult education programs. It provides several reasons why printed brochures are important based on research and member experiences. Eliminating brochures has led to significant enrollment declines of 30-40% for some programs. While digital marketing grows in importance, printed brochures remain a core part of an effective multi-modal marketing strategy for reaching the most customers and driving the highest enrollment numbers.
The document discusses an integrated fundraising campaign conducted by CPA, a disability charity in Australia. It describes how CPA used a multi-channel approach including TV, print, mail, phone, web, and social media to acquire new donors around a rebranding campaign. Key results included acquiring over 600 new donors and raising $35,713 through an emotional TV ad campaign supported by integrated communications across other channels. Testing of mail campaigns helped refine messaging and donation asks. The campaign demonstrated the value of integrated fundraising in engaging donors through multiple touchpoints.
This resume summarizes Eric Hansen's education and professional experience in communications and marketing. He received a Master's degree in Strategic Communications from Columbia University and a Bachelor's degree in Communications from Marist College. His experience includes positions in online marketing, political campaign communications, copywriting, and marketing assistance. He has skills in social media, writing, research, and meeting deadlines.
The document provides tips for improving a company's career website to attract more job applicants. It recommends using branding consistently across the site to convey the company's message. It also suggests showing the real culture by featuring employees and sharing values. Well-written job descriptions that engage candidates in an authentic voice are important. The career site should provide a simple application process that is mobile-friendly. An optimized site that follows these guidelines can help attract top talent.
Líder em treinamento de idiomas, traduções especializadas e consultoria de línguas, a Brava Training disponibiliza para seus clientes cursos de idiomas focado em negócios. Curso personalizado, focado no ensino de outro idioma de acordo com as necessidades do aluno. Alguns dos segmentos que trabalhamos são: petróleo & gás, jurídico, mineração, medicina, turismo, finanças, tecnologia da informação, telecomunicações, engenharia, entre outros. Maiores informações através do telefone (21) 3496-5051 ou contato@bravatraining.com.br.
Classroom teaching has evolved with new technologies that reach different learning styles. Teachers now have information at their fingertips and can engage students through a variety of media like photos, music, videos and interactive tools. This allows them to connect classroom lessons to students' interests outside of school and better accommodate different learning preferences.
The Union Square Farmer's Market will be held in September 2011. Vendors will sell fresh produce, baked goods, and other local products. Visitors can shop for seasonal fruits and vegetables while supporting small farms in the area.
Undang-Undang Dasar 1945 Indonesia menetapkan bahwa negara berbentuk republik dengan kedaulatan rakyat. Dewan Perwakilan Rakyat memegang peran legislasi dan pengawasan, sementara Presiden memegang kekuasaan eksekutif dan dibantu oleh menteri-menteri. Pemerintah daerah diatur oleh undang-undang dengan prinsip otonomi daerah.
Metail provides an online fitting room and body scanning technology that allows customers to visualize how clothes will fit their body. This helps increase sales metrics for retailers like conversion rates, average order value, and reducing returns. Metail's portfolio includes products like MeModel, an online fitting room, and data services that provide insights into customer body shapes and sizes. The technology and personalized shopping experience benefit both customers and retailers.
The document discusses a city council considering a budget amendment ordinance to allocate additional funds of $46,327 to the Convention and Visitors Bureau Grant Program. It notes the original budget for this program was $128,000, with $110,950 allocated in the fall and $4,000 for the Brazos Valley Bowl, leaving a balance of $13,050. However, a spring allocation of $59,377 has left a shortage of $46,327 requiring the budget amendment.
DOTNET 2013 IEEE MOBILECOMPUTING PROJECT A scalable server architecture for m...IEEEGLOBALSOFTTECHNOLOGIES
To Get any Project for CSE, IT ECE, EEE Contact Me @ 09849539085, 09966235788 or mail us - ieeefinalsemprojects@gmail.com-Visit Our Website: www.finalyearprojects.org
The document lists various types of antique music boxes including disc music boxes with bells, upright disc boxes, early keywind boxes, and a programmable wooden music box. It also mentions a coin-operated music box from the Netherlands from the 1800s that plays six bells and has an automated barber shop picture that is priced at $18,400.
The leaflet provides information about animal abuse on food farms in a busy format with a lot of text and some images. It has been clearly laid out but contains a large amount of information that makes it visually busy. The facts featured are referenced from the Captured Animal Protection Society and are likely accurate. The formal language makes it more appropriate for adult/teen audiences who can appreciate the details. While the contrasting colors help elements stand out, some images may discourage some viewers due to harsh material. It aims to educate the public on animal welfare laws and the experiences of animals in food farms.
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This document analyzes a direct marketing campaign for Blueprint, an independent clothing store in Kingston. The campaign targeted recent graduates from St. Lawrence College. An email was sent offering 15% off clothing purchases along with a raffle to win gift cards for two local restaurants. The email had a 40% open rate but no one redeemed the offer by making a purchase. While the target market and offer seemed appealing, the presentation may not have been compelling enough to motivate purchases. Future campaigns should duplicate the targeted list and offer, but strengthen the email content to better drive customers to redeem the deal.
1. The document outlines 7 steps to creating an effective direct mail campaign based on a case study of a campaign done by the University of British Columbia (UBC) Development and Alumni Engagement department. The 7 steps are: having a clear objective, cleaning the mailing list, segmenting and profiling recipients, crafting relevant copy, using engaging design and imagery, considering the physical design elements, and testing and repeating campaigns.
2. By following these steps, the UBC campaign was able to personalize its message and creative for different alumni segments. It achieved a 19% response rate, exceeding its 15% goal.
3. Creating highly personalized direct mail through segmentation, variable copy and images, and attention to physical
Digital fundraising is an excellent support channel for nonprofit organizations. There are three digital fundraising fundamentals: strong calls to action, optimized website donation pages, and search engine optimization. Nonprofits should test different digital fundraising tactics like email appeal content, donation page layouts, and language in calls to action. Testing can help nonprofits improve key metrics like conversion rates and donations. Facebook advertising showed promise for generating leads for gifts in wills through videos, with older donors responding well through mobile formats.
The Union Square Farmer's Market will be held in September 2011. Vendors will sell fresh produce, baked goods, and other local products. Visitors can shop for seasonal fruits and vegetables while supporting small farms in the area.
Undang-Undang Dasar 1945 Indonesia menetapkan bahwa negara berbentuk republik dengan kedaulatan rakyat. Dewan Perwakilan Rakyat memegang peran legislasi dan pengawasan, sementara Presiden memegang kekuasaan eksekutif dan dibantu oleh menteri-menteri. Pemerintah daerah diatur oleh undang-undang dengan prinsip otonomi daerah.
Metail provides an online fitting room and body scanning technology that allows customers to visualize how clothes will fit their body. This helps increase sales metrics for retailers like conversion rates, average order value, and reducing returns. Metail's portfolio includes products like MeModel, an online fitting room, and data services that provide insights into customer body shapes and sizes. The technology and personalized shopping experience benefit both customers and retailers.
The document discusses a city council considering a budget amendment ordinance to allocate additional funds of $46,327 to the Convention and Visitors Bureau Grant Program. It notes the original budget for this program was $128,000, with $110,950 allocated in the fall and $4,000 for the Brazos Valley Bowl, leaving a balance of $13,050. However, a spring allocation of $59,377 has left a shortage of $46,327 requiring the budget amendment.
DOTNET 2013 IEEE MOBILECOMPUTING PROJECT A scalable server architecture for m...IEEEGLOBALSOFTTECHNOLOGIES
To Get any Project for CSE, IT ECE, EEE Contact Me @ 09849539085, 09966235788 or mail us - ieeefinalsemprojects@gmail.com-Visit Our Website: www.finalyearprojects.org
The document lists various types of antique music boxes including disc music boxes with bells, upright disc boxes, early keywind boxes, and a programmable wooden music box. It also mentions a coin-operated music box from the Netherlands from the 1800s that plays six bells and has an automated barber shop picture that is priced at $18,400.
The leaflet provides information about animal abuse on food farms in a busy format with a lot of text and some images. It has been clearly laid out but contains a large amount of information that makes it visually busy. The facts featured are referenced from the Captured Animal Protection Society and are likely accurate. The formal language makes it more appropriate for adult/teen audiences who can appreciate the details. While the contrasting colors help elements stand out, some images may discourage some viewers due to harsh material. It aims to educate the public on animal welfare laws and the experiences of animals in food farms.
This document provides an overview of programming device drivers for the Windows Driver Model (WDM). It discusses the basic structure of WDM drivers, including the driver entry point, device objects, I/O request packets, and Plug and Play support. It also covers key programming techniques for kernel-mode drivers such as memory management, synchronization, power management, and handling I/O control operations. The document is intended to help programmers begin developing their own WDM drivers.
This document analyzes a direct marketing campaign for Blueprint, an independent clothing store in Kingston. The campaign targeted recent graduates from St. Lawrence College. An email was sent offering 15% off clothing purchases along with a raffle to win gift cards for two local restaurants. The email had a 40% open rate but no one redeemed the offer by making a purchase. While the target market and offer seemed appealing, the presentation may not have been compelling enough to motivate purchases. Future campaigns should duplicate the targeted list and offer, but strengthen the email content to better drive customers to redeem the deal.
1. The document outlines 7 steps to creating an effective direct mail campaign based on a case study of a campaign done by the University of British Columbia (UBC) Development and Alumni Engagement department. The 7 steps are: having a clear objective, cleaning the mailing list, segmenting and profiling recipients, crafting relevant copy, using engaging design and imagery, considering the physical design elements, and testing and repeating campaigns.
2. By following these steps, the UBC campaign was able to personalize its message and creative for different alumni segments. It achieved a 19% response rate, exceeding its 15% goal.
3. Creating highly personalized direct mail through segmentation, variable copy and images, and attention to physical
Digital fundraising is an excellent support channel for nonprofit organizations. There are three digital fundraising fundamentals: strong calls to action, optimized website donation pages, and search engine optimization. Nonprofits should test different digital fundraising tactics like email appeal content, donation page layouts, and language in calls to action. Testing can help nonprofits improve key metrics like conversion rates and donations. Facebook advertising showed promise for generating leads for gifts in wills through videos, with older donors responding well through mobile formats.
This document provides tips for improving the performance of email newsletters (eNewsletters). It discusses the importance of knowing your audience and their preferences in order to create relevant content. Specific tips include using compelling subject lines to encourage opening emails, including visual elements like images to engage readers, and measuring performance metrics to optimize future newsletters. The document also compares the performance of one company's newsletters to industry benchmarks, finding they exceeded average open and click-through rates by 22-200%.
This tip sheet provides well-defined steps for
improving the execution and overall performance
of your next eBlast or eNewsletter outreach
effort across your industry community.
This document summarizes key points from a LAGLCC panel on business development strategies. It discusses various prospecting methods like cold calling, direct mail, email marketing, social media, networking, referrals, and how to position oneself as an industry expert. Specific tips are provided on direct mail, email marketing for both B2B and B2C businesses, and best practices for sales prospecting.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Helping and Not Selling, The MP Marketing WayMichelle Parker
This document provides information about strategic planning and direct response promotions for nonprofit organizations. It discusses proven promotion strategies like tiered discounts and BOGO offers to encourage larger donations. It also describes an innovative "Name Your Price" campaign that increased ticket sales by 100% and orders by 86% for two arts organizations. Additionally, it outlines strategies for improving fundraising returns, including a 2:1 challenge grant to increase donor participation and additional matching for first-year donors.
This document provides tips for maximizing direct response fundraising at the end of the year. It discusses the importance of individual donors as a funding source and notes that organizations lose donors every month. It recommends engaging current donors to recruit new ones, soliciting internal audiences, and testing list rentals or trades. For lapsed donors, it suggests segmentation and personalized outreach. Specific tactics include regular mailings in November and December, reporting outcomes, analyzing past results, using holiday themes and response techniques, and acknowledging gifts meaningfully. The document concludes by providing contact information for the author.
This document summarizes Virginia Western Community College's efforts to eliminate their printed course schedule and replace it with targeted direct mail and digital marketing. Market research found that their largest demographic was older adults who preferred direct mail communication. They developed an "Express Yourself" theme and used postcards, brochures, and a redesigned website to promote courses. This new approach led to increased enrollment and was more cost-effective than printing 137,000 course schedules. They have continued refining their direct mail and digital strategies while maintaining the "Express Yourself" theme.
This document summarizes Virginia Western Community College's efforts to eliminate their printed course schedule and replace it with targeted direct mail and digital marketing. Market research found that their largest demographic was older adults who preferred direct mail communication. They developed an "Express Yourself" theme and used postcards, booklets, and web advertisements to promote registration. This new approach led to increased enrollment and was more cost-effective than printing 137,000 course schedules. They plan to continue their Express Yourself campaign using direct mail and digital channels like Facebook.
This document provides an analysis of a direct mail marketing campaign by Netflix to acquire new customers. Key elements of the campaign include obtaining an appropriate recipient list that matches the target market, designing the outer envelope and letter to attract attention and interest, and communicating the free trial offer and its benefits. However, the analysis notes some risks, such as the soft offer not obtaining quality customer responses and lack of urgency created around the trial expiration date.
This document provides guidance on creating effective fundraising appeals for online campaigns. It discusses the importance of developing a clear theme, story, and call to action. Examples of successful nonprofit campaigns are provided that incorporate best practices such as compelling imagery and narratives, examples of gift impact, and segmented messaging. Workbooks are included to help organizations craft their own campaign themes, narratives, and other elements. The overall message is that online fundraising appeals should tell a cohesive story across multiple touchpoints to engage donors.
Effective Fundraising Emails and Letters webinarFirstGiving
Social media and slick brochures will only get you so far. At the end of the day, the message is the message, and the better yours is, the more your organization can raise. Whether your letters are paper or electronic, there are some things you can do to make them better. Join Firstgiving's marketing expert, David Karp, for this informative hour.
This document provides an analysis of a direct mail campaign by Netflix to acquire new customers. It discusses the target market selection, list acquisition, offer design, envelope design, letter design, and buckslip design. Some key elements include selecting a lifestyle data list to match the target market, a "free trial" offer to experience the service, and personalized letter copy translating Netflix attributes to customer benefits. However, the document notes the letter could improve by conveying a greater sense of urgency to respond.
This document discusses how consumer insights can drive business value. It provides examples of social media analysis and campaigns that were run using consumer data insights. The key points are:
1) Case studies showed that social CRM solutions using consumer data insights can increase consumer lifetime by 50%, spending by 54% and brand connection by 56%.
2) Different types of social media users were identified (creators, critics, collectors etc.) and insights from their behaviors and networks provided valuable marketing intelligence.
3) Successful campaigns like word-of-mouth programs for new products were launched by identifying influential users through social media analysis and recruiting them to generate consumer feedback.
The document discusses 7 email campaigns that can be used to maximize engagement in a loyalty program:
1. The Invitation uses principles of liking and social proof to attract new members by showing existing happy members.
2. The Welcome introduces new members to the program using a nurturing series emphasizing reciprocity to strengthen commitment.
3. Additional campaigns discussed include The Statement, The Motivator, The Celebration, The Referral, and The Win-Back, each activating different psychological principles important to the campaign's success.
Eight lessons are provided for improving online fundraising in 2015 based on analysis of 2014 results. Key insights include: 1) Personalizing outreach based on donor relationships and data; 2) Leveraging high-performing campaigns through resending and follow-ups; 3) Creating fundraising campaigns around additional holidays and events; 4) Framing donations as purchases by highlighting tangible impacts; 5) Motivating teams and donors through competitions; 6) Optimizing the donor experience for mobile; 7) Providing inspiring non-ask content to engage donors; 8) Thanking and recognizing donors for their impact. Overall, testing and analyzing donor behaviors and preferences is emphasized to best respond to their needs.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
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Creating senior focused direct mail that works
1. Creating Senior Focused Direct Mail That Works - The Love
Report
There’s no doubt that the recession and housing market downturn
impacted the senior living industry. Marketing to the always-cautious
senior has been more challenging than ever, and our audience will
not easily forget the experience. Faced with tighter budgets and
tougher lead generation, retirement communities need to spend every
dollar as strategically as possible to attract qualified retirement
community prospects.
Love & Company created a two-year research plan to gain insight
into seniors’ views and responses to direct mail. Following our
investigation of participants’ first impressions of direct mail pieces, we
took our findings regarding messages, vehicle and design and tested
them further to determine what truly is the more effective lead
generator.
Our Research Process
In this study, we applied our findings from last year to several
campaigns we developed for our clients. We created two versions of
each mailing so that we could test a variable, such as message,
format or design. Each version was then mailed to half of the mailing
list. By examining the results of these and other mailings, we were
able to identify “best practices” for senior living direct mail.
In this report, we briefly highlight some of the main findings of Part 2
of our study and provide a glimpse into our conclusions and
recommendations for the most effective direct mail approaches for
marketing to seniors.
Instant Gratification: RSVP by Phone
We included a reply card with one invitation version to determine if it
would prompt prospects to respond, either by calling or returning the
card, better than simply asking them to RSVP by phone to an
anniversary celebration. The simple, 2-color envelopes and
invitations were identical.
2. Overall, the version without the reply card generated slightly more
responses than the version with the card. However, only seven
prospects actually returned the card, with three times as many
choosing to simply call. The reply card did notgenerate enough
response to provide value for the added cost.
Less Is More
We tested a 4-panel, 2-color invitation against a 6-panel, 4-color
invitation for a series of sneak preview lunch events. Both 8.5”x5.5”
finished size pieces were mailed in identical envelopes with the
prominent teaser: “The Residents of Fleet Landing Cordially Invite
You...” From Part 1 of our study, we learned that an envelope with a
strong invitation teaser effectively persuades recipients to open it,
without needing a colorful image. We were therefore able to test
which internal piece would generate the most RSVPs.
The two invitations generated about the same number of responses:
56 leads from the 4-panel and 54 from the 6-panel. Overall, the
combination of strong creative and refined mailing list strategy
generated more than double the original goal, enabling the
community to fill nine events rather than the original four. The 6-
panel, 4-color piece was more expensive to produce, but did not
generate sufficient response to justify the added cost. The 4-panel
invitation provided enough detail that additional information was not
necessary to create more interest. Finding the fine line between
providing enough detail to pique the recipient’s interest without
overshadowing the retirement community’s event is key to finding
success with this type of piece.
Using the “R” Word
We tested two versions of a traditional, 2-color invitation in an
envelope to promote receptions showcasing a new model cottage.
One version employed a retirement lifestyle-focused approach and
used “retirement” in the community name, while the second version
was more straightforward and referred to the expansion as The
Villages at Edgewood. Our goal was two-fold: to determine which
message approach was more effective, and whether the word
3. “retirement” had an impact on response.
The straightforward version drew a third more responses than did the
retirement lifestyle invitation.
As we have found through our previous research studies, seniors
prefer that marketing messages “tell it to them straight;” focusing on
the model open house resonated better with this audience. Plus, the
response provides insight into seniors’ receptivity to the word
“retirement,” indicating that younger, more active seniors are “not
ready yet”...until they actually experience the community by coming
on campus.
Mailing List Strategy
The larger the mailing list, the more leads to expect, right? Wrong.
Mailing to every age- and income-qualified senior household within
30 miles of your community doesn’t guarantee you will receive the
number of leads you want. For the Fleet Landing mailing on page 2,
we refined their existing list to hone in on senior prospects with the
characteristics most like those of existing residents, thereby
substantially lowering the number of pieces mailed, and thus the cost.
The retirement community had previously sent a mailing to 48,500
prospects on the original list and generated 105 leads.
The sneak preview mailing went to 21,500 prospective seniors and
generated 110 leads. The second campaign produced slightly more
leads than the first, while mailing to less than half the list. In addition,
no two list companies are identical, so you can obtain slightly different
lists and quantities even with the same criteria. Good companies
update their data regularly and guarantee no more than a 10%
undeliverable rate. Budget permitting, purchase lists from more than
one company and test the lists to see which produces the greater
response, then merge the lists to reach more prospects that meet
your refined set of criteria.
Weighty vs. Fun and Informative Topics
In Spring 2009 we mailed an invitation for a retirement presentation
by a financial columnist/author, in response to prospects’ objections
4. caused by the uncertain economy. The campaign produced 27 leads.
In the fall we mailed a series of three invitations promoting four
“deliciously fun and informative” events. This campaign generated 96
leads.
Both campaigns featured four-panel invitations in envelopes, and
neither used the word “retirement” in the community name or on the
envelope. We learned that combining entertaining, social events with
retirement lifestyle discussions drew greater interest and attendance
than the weightier, albeit relevant, subject of finances in an uncertain
economy. While the temptation may be to address objections head
on through your direct mail efforts, it is more effective to bring them
on campus with fun, social activities that demonstrate your
community’s lifestyle.
Email blast-- Not your mother's direct mail
We tested two email blast versions: one enabled the viewer to see
the entire message in a single screen space, while the other was
longer and similar to a traditional color print ad, so the recipient had
to scroll down and spend more time reading the message. Version #1
received a 0.35% higher click through rate: 1.41% of all recipients
clicked through to the website, versus 1.06% of all version #2
recipients. This resulted in about 200 more people visiting the website
and seeing the retirement community’s message.
While seniors are among the fastest growing users of the Internet and
email, they still turn to trusted websites and traditional media when
ready to seriously research and purchase senior living. Email can be
a cost effective means to reach a large number of qualified senior
prospects and share updates with your wait list and lead base, but it
often does not result in immediate responses. It is important to craft
the creative to work specifically with this medium, rather than
“repurposing” a direct mail or print ad.
Case Study: A Tale of Two Campaigns
We analyzed two campaigns we created for Moravian Hall Square
that produced very different results. In Spring 2008, we created an
oversized postcard for a downsizing seminar series that generated far
5. fewer leads than anticipated. Then in Spring 2009 we produced a
multiple piece campaign, including a save- the-date mailer and three
individual invitations, to promote a series of “spring fever” events.
This campaign generated 64 new leads. What made it so successful,
when the previous campaign produced a fraction of these results?
The oversized postcard format did not perform well in Part 1 of our
study, while pieces mailed in envelopes improved recipients’
likelihood of reviewing the piece. In addition, the downsizing series
postcard was a strong sales pitch but provided no information about
the client. By contrast, the spring campaign promoted entertaining,
hobby- and retirement-related events that showcased the retirement
community without being a hard sell, and the additional panels
provided space for brief copy about the lifestyle and amenities. This
campaign provided enough enticing information to bring prospects on
campus for entertaining, non-threatening events, at which point the
sales team was able to introduce the community and schedule tours.
Conclusions and Recommendations
Larger or more complex direct mail does not always generate enough
response to justify the added cost.
Today’s seniors are comfortable calling to RSVP for an event; reply
cards are often an unnecessary expense.
Refine your mailing list to best fit your resident profile, and budget
permitting, purchase two lists and merge them.
Tell it to them straight. Don’t try to be too cute with your approach or
offer details that cloud the core purpose of the mailing.
Today’s younger, active seniors may not associate themselves with
“retirement” yet, so use the term selectively.
Email marketing is generally not an effective lead generator among
older seniors, but is an efficient way to communicate with your wait
list and lead base.
Plan and promote marketing events that are both fun and informative
6. for prospects to experience your community’s lifestyle.
The 2009 direct mail research project was led by Jessica Kraft, senior
marketing account manager, and Tyler Sprecher, vice
president/creative director. Please contact them with questions about
this project. For copies of previous research studies, please con- tact
us or visit our Web site.