JWB&CO the power of your prospectus

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2 JWB&CO THE POWER OF THE PROSPECTUS & PRINT 05.2015
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The Power of the Prospectus
and the power of print

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We live in the digital age
where information and ideas
fly around the world at the
touch of a button or in most
cases by the touch of a
mobile phone screen.There
is nothing we cannot find nor
buy instantaneously.
Digital media has changed
the world forever. It
has changed how we
communicate with each other
via text or email, with the
greater world on facebook,
twitter and instgram. It has
even changed how we watch
TV and shop.
The Digital Media Age

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Australia has one of greatest smart phone saturations and is
number 6 in the world. Mums who are our audience are online
accessing information regularly. This is where they are.
Some stats about accessing online content
of the
Australian
population
use a smart
phone
consider the
smart phone
their go to
device
have a tablet,
laptop and
smart phone
check social
media at least
once a day,
170% increase
since 2013
65%
57%
53%
54%
Deloitte 2014 Australian Media Usage and Preference report / 2300 people surveyed
NOTE:
Google, the world’s
largest search engine
has just relegated all
websites which are not
mobile friendly to the
back of list.

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So clearly the online space is where
and how to reach consumers, especially
mums, the ones who buy education.

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So print must be dead. Consequently
making the printed prospectus dead too.
Right?
MR GUTTENBERG
He who brought
us printing in 1440.
A process that for 575
years has influenced and
accelerated the spread of
ideas around the world.
Is it on the precipice of
extinction?
NOTE:
Even one client of ours
said the next time they
develop a prospectus
they will not have it
printed. They will simply
put it online as a pdf
for download or an
e-magazine.

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Hold dem horses, not so fast...

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Deloitte predicts in 2015 that sales for print books will be five
times that of ebooks. Print books will represent 80+% of book
sales globally.
Print is holding its own
of Australians
prefer printed
magazines
of magazine
subscribers
prefer a
physical copy
only, even if
price is the
same for digital
prefer the
physical
copy even if
they elect to
receive both
have a
magazine
subscription
either digital
or print
49%
49%
32%
19%
Deloitte 2014 Australian Media Usage and Preference report / 2300 people surveyed

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WHY
?

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WHY 49% nearly half of the 2300 Australians surveyed by
Deloittes, would still want and desire greatly, a printed,
physical, hold in your hand and smell the ink gloss magazine?
In 2014, 35 new magazines were
launched in the US alone. Some of
the richest men have been buying
up print media companies.
Why?
This is what I would like to spend the
remainder of our time trying to understand.

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The study was conducted
over 18 months and included
1000’s and 1000’s of surveyed
individuals as well as hours
of video footage from in
home respondents, brain
mapping and the like. It is
the most conclusive and
comprehensive study of its
kind on mail and the power
of print.
I will be using the findings
to make the argument that
print is not dead. That print
when used in a creative
and engaging way as
part of greater marketing
mix is very effective in
building awareness and
communicating your brand
benefits to your audience.
UK Royal Mail heads up largest study of its
kind to reveal the power of print and mail.

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Giving and receiving - touching tangible objects is still
very important. Even though information is flowing at
an alarming rate online, sending and receiving a direct
sensory experience, YOUR PROSPECTUS, of your school
or educational institution can create a pivotal moment in a
mum’s journey to purchasing your education.
We are still human
mum’s journey to purchasing your education.

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Facts:
39% say they have a
dedicated display area in their
home for mail.
23% of all mail is filtered and
passed around, discussed,
displayed and filed.
Mail fits into a respondents
daily life, revisiting the piece
various times throughout
the day.
Conclusions:
Think creatively. Begin the
dialogue with the viewer
right from the postbox. This
will encourage the receiver
to proudly display what
they received... a sensory
experience.
If you give people a positive
reason to share or discuss
your mail, your brand will start
being talked about, allowing
your message to reach more
people.
Mail in the home
Royal Mail February 2015, The Private Life of Mail - Mail in the Home, Heart and Head

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Facts:
Mail is read 22 minutes on
average a day. A magazine is
read only 14 minutes a day.
Mail life span
•17 days for advertising mail
•38 days for door drops
•45 days for bills and
statements
•66% of respondents kept
mail they found useful or
informative.
Conclusions:
This means the mail you send
is critical and nearly a matter
of life and death. If done well
it can have a big impact and
present multiple opportunities
to be seen, often over days or
even weeks. The opposite is
true too.
Mail in the home

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Facts:
People value something they
can see and touch 24% more
highly than something they
can only see.
57% of respondents say they
feel more valued.
38% say that the physical
properties of mail influence
how they feel about the
sender both good and bad!
Conclusion:
Send a prospectus by mail
and recipients will perceive it
as worth more than the same
on screen. Like a pdf or online
e-mag of the prospectus.
Sending mail creates a more
genuine two-way relationship
between the receiver and the
product - your school.
How the mail looks can
reinforce your school’s
position and ethos in a deep,
memorable and intuitive way.
Mail in the heart - the power of touch

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Mail gains an advantage
from the increased
valuation. Printed mail
offered a sense of gravitas
and more crucially, value
to the recipients.
2.75 2.73
3.36 3.38
Psychological
ownership
Valuation
7
6
5
4
3
2
1
VISION ONLY VISION AND TOUCH
DEMONSTRATION OF THE ENDOWMENT EFFECT
Participants were asked to subjectively grade ownership and value on a 7-point scale.
Our own research conﬁrms that mail gains an advantage from this increased valuation.
Part 1 of our Mail and Digital work showed that mail offered a sense of gravitas and,
+22% +24%
Source: Peck, Joann, and Suzanne B. Shu. The Effect of Mere Touch on Perceived Ownership.
Journal of Consumer Research, 2009

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An article in the
Scientific American in
2013 shows there is still
a strong preference for
reading on paper.
DEMONSTRATION OF THE VALUE EFFECT
The emotional impact of mail versus email, showing the ‘Value’effect.
63%
57%
55%
18%
17%
25%It gives me a better impression of that company
I am more likely to take it seriously
MAIL EMAIL
It makes me feel more valued
(% True of Mail vs. % True of Email)
The value effect shows us a key way in which physical media has an advantage in
terms of overall consumer impact. A 2013 article in Scientiﬁc American shows there
is still a strong preference for reading on paper, driven by the physical properties of
printed information.10
We tested this in the quantitative follow-up to our ethnographic study and found that
the preference for paper does translate into a preference for advertising mail over
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013

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The tactility research
shows that handling
physical items -
particularly when they are
engaging and impactful -
changes the way people
instinctively interact with
them.
they had actually done with the mail in their homes at the time of the survey, 64%
had opened a piece of mail that day, and the majority who did went on to interact
with it.12
83% 69%Statement, bill or information update
71% 56%Brochure from a company they have ordered from before
69% 55%Letter – promotion or special offer
60% 43%Letter – about a product/service they don’t have
59% 43%Leaflet without an address about a product/service
54% 43%Leaflet without an address about a promotion/offer
54% 43%Brochure from a company not ordered from before
INTERACTOPEN
OPENING AND INTERACTION RATES FOR DIFFERENT KINDS OF MAIL
This supported work Royal Mail had undertaken previously, where we demonstrated
a strong disconnect between consumers’ stated attitudes to mail and what they
actually do. In 2011, we asked individuals to take photos of the mail they had around
the house before discussing it within our research. Most participants who said they
throw such mail straight in the bin actually had pictures of mail stored in their homes.13
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014
‘Interact’ is defined as having read, kept or acted on an item.
Interaction rates are shown as a percentage of overall population rather than
those who opened items.

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This suggest that mail
is good at creating
instinctive emotional
associations with a
brand. This is most
likely why 38% of
respondents said the
physical properties of a
mail piece will influence
how they feel about the
sender.
First impressions are
critical. Must get it right
first time. There is no
second time.
The words used were more emotional and less functional, focussed on the
qualities of the piece and the sensations it evoked about the brand rather
than the exact nature of the offer.
Respondents were uniformly more demonstrative overall and used more strongly
emotional terms.
This suggests that mail is good at creating instinctive emotional associations with
a brand, which is perhaps why in the most recent data from the IPA’s Touchpoints
survey, 38% of respondents said that the physical properties of a mail piece will
inﬂuence how they feel about the sender.14
Least ‘tactile’
(low weight
paper, no
variance
in texture
or shape)
Most ‘tactile’
(foil blocking,
textured
paper, UV spot
photography
etc.)
Piece A
(Online retail)
Piece B
(Travel)
Piece C
(Leisure)
TESTING TACTILITY
Comparison of descriptive words used with lower and higher physical production values.
Source: Royal Mail MarketReach, Tactility, Trinity McQueen, 2013

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Facts:
Mail is intuitive - the recipient
absorbs the message largely
unconsciously.
Mail changes perceptions -
measurable differences when
mail is added to the media
mix.
Mail is remembered - 60% say
that the best mail advertising
helps keep a sender’s brand
top of the mind.
Conclusion:
Carefully planning mail
around advertising campaigns
will boost the effectiveness of
the overall campaign.
Mail activates area of the
brain responsible for long-
term memory. It has a lasting
effect which makes recall
easier later on.
Mail in the head - mail’s impact on the brain

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When mail is combined
with other media like
email campaigns and TV
the effect and impact is
much greater.
Those seeing mail after a
TV ad are more strongly
stimulated on the brain
measuring scale of
engagement, emotional
intensity and long-term
memory encoding.
We can see a strong and universal response to mail when directly measuring brain
response. At a high level, mail has a much more powerful overall impact on the key
measures of the neuroscience project than email or TV.15
MAIL EMAIL TELEVISION
168
202
172
127
165
130
105
113
100
Engagement Emotional
Intensity
Long-term
Memory Encoding
250
200
150
100
50
0
Indexvs.‘normal’restingbrain
NEUROLOGICAL RESPONSES
Overall measures of neurological responses to mail, email and television in the neuroscience study.
While different indicators are stronger for different age groups, overall the effect
remains strong regardless of age. This suggests that the effects we are seeing may
be both biologically and culturally determined and therefore potentially universal.
Based on this, we would expect mail to be capable of producing a wide range
of emotional responses. When we asked consumers to describe how they felt
Source: Royal Mail MarketReach, Neuro-Insight, 2013

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Facts:
Mail delivers results -
campaigns which included
mail were 27% more likely
to deliver top-ranking sales
and 40% more likely to
deliver acquisition [growing-
acquiring new customers]
levels versus campaigns
without mail.
Mail generates a media
multiplier effect - campaigns
which included mail had a
12% greater ROI than those
which did not
Conclusion:
Cases with mail delivered
market share growth with
three times the efficiency of
cases without mail.
Mail opened up new
audiences, in fact 68% of the
new audience desired some
communication by mail.
Mail also helps in getting new
audiences to engage and
respond making significant
differences when integrated with
other communication outlets.
Mail in the wallet - does it increase awareness
and by extension enrolments?

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Often digital behaviour
is the last action, a
clearly identifiable part
of the process, though
generated by printed
mail advertising.
to change. People use their smartphones and laptops whilst watching TV – and in
shops. People can immediately research a product, wherever they are, and in some
cases buy in one click. Direct marketers have identified long ago that the easier a
process, the higher the response. Often digital behaviour is the last action, a clearly
identifiable part of the process, though generated by offline media.
MAIL DRIVES CUSTOMERS ONLINE
And mobile is making it easier than ever for people to do this.
54%
86%
87%92%
engaged in
social media
connected with
businessinfluenced to make
online purchasesdriven to online or
digital activity
43%
download
something
AS A DIRECT
RESULT OF
RECEIVING MAIL

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Adding mail to the
mix makes for more
active and responsive
audiences.
When mail is added to
an email campaign 13%
more consumers visited
the sender’s website,
21% more consumers
made purchases and
35% more consumers
redeemed coupons.
26. Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
mail alone, and we have 68% of consumers looking for some communication by mail.
So it’s no surprise that when mail is added to an email campaign, with a longevity
and impact higher than that of email, we could identify that 13% more consumers
visited the sender’s website, 21% more consumers made purchases and 35% more
consumers redeemed coupons or vouchers.27
more consumers visited
sender’s website
13% more consumers
made purchases
21% more consumers
redeemed coupons
or vouchers
35%
ADDING MAIL TO THE MIX OPENS UP NEW RESPONSIVE AUDIENCES
When compared to using email on its own

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Campaigns including
mail were 27% more
likely to deliver
top-ranking sales
performance and 40%
more likely to deliver
top-ranking acquisitions
levels then campaigns
which didn’t.
40
Moving beyond ESOV and market share growth to look at Sales and Acquisition
performance, Peter’s analysis of the IPA Effectiveness Awards Databank identiﬁed
that campaigns including mail were 27% more likely to deliver top-ranking sales
performance and 40% more likely to deliver top-ranking acquisition levels than
campaigns that didn’t.
USING MAIL IN CAMPAIGNS DELIVERS HIGH SALES
AND ACQUISITION PERFORMANCE
45%
30%
57%
42%
Sales Acquisition
60%
50%
40%
30%
20%
10%
%Clientslistingtopperformingimprovements
+27% +40%
RROI-NO MAIL RROI-WITH MAIL
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013

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Whatdoes this all mean?

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Your prospectus is not a
prospectus, but a sensory
experience which will
be remembered, leave a
very positive impression
with the receiver, it will
be left in various places
around the house and keep
communicating your school’s
values and benefits. The
prospectus has never been
so valuable or so powerful. If
you do it right you can make
huge inroads to developing a
lasting relationship with your
audience as they will become
parents of your school and
ultimately advocates for your
brand of educuation.
Print and the prospectus are not dead and
are vitally important to your long-term
success and viability. They have never been
so important.

JWB&CO the power of your prospectus

JWB&CO the power of your prospectus

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