back to work 
prev 
Creating a brand for a company specialising in the provision of solar energy generation... MORE
DIRECT MAIL ACQUISITION
Marketing / Advertising / Design / Digital
THE CLIENT:
THE SIXTH FORM COLLEGE, SOLIHULL
THE SIXTH FORM COLLEGE, SOLIHULL
THE CHALLENGE
Even as an established, and popular, higher education college in the Birmingham area, The Sixth Form College, Solihull, had an issue with local parents’ perceptions of the college. Some of the concerns related to various contemporary moral issues as well as more traditional parent worries about student safety.
The locality of the target audience meant that a direct mail campaign would be the most effective way to reach them. To refine the target population further, and ensure the communications were getting through to the most relevant parents, a database of families with children aged 11 to 16 was acquired.
Even as an established, and popular, higher education college in the Birmingham area, The Sixth Form College, Solihull, had an issue with local parents’ perceptions of the college. Some of the concerns related to various contemporary moral issues as well as more traditional parent worries about student safety.The locality of the target audience meant that a direct mail campaign would be the most effective way to reach them. To refine the target population further, and ensure the communications were getting through to the most relevant parents, a database of families with children aged 11 to 16 was acquired.
The proposition
"A fresh perspective - Solihull 6th Form College offers the most supportive environment for your child to achieve their potential."
The chosen concept - “The Sixth Form College, Solihull, has a reputation…” - was built around strong testimonials from parents of college students and alumni, as it was believed that their opinions would resonate with other parents.
The final format of the work was a Maltese cross with an open day invitation inserted at its centre, an accompanying letter from the College Principal, packaged in a printed envelope. All four elements of this work stayed true to the brand look and feel developed by Box Clever on previous work for the college.
The cross was chosen to stand out from other direct mail pieces from competing institutions, lead the recipient through the different testimonials and ultimately to the open day invitation at the centre. The invitation was a call to action for people to book and attend the college open day.
"A fresh perspective - Solihull 6th Form College offers the most supportive environment for your child to achieve their potential."
The chosen concept - “The Sixth Form College, Solihull, has a reputation…” - was built around strong testimonials from parents of college students and alumni, as it was believed that their opinions would resonate with other parents.
The final format of the work was a Maltese cross with an open day invitation inserted at its centre, an accompanying letter from the College Principal, packaged in a printed envelope. All four elements of this work stayed true to the brand look and feel developed by Box Clever on previous work for the college.
The cross was chosen to stand out from other direct mail pieces from competing institutions, lead the recipient through the different testimonials and ultimately to the open day invitation at the centre. The invitation was a call to action for people to book and attend the college open day.
The results
There were a number of mechanisms used to measure the effectiveness of this campaign: a web page was set up that was only accessible through entering a unique URL on the mail out, telephone calls were recorded, and QR codes were used as a way to lead recipients from the print work onto the website with Smartphones. The call to action was to pre-register for the Open Day 2011.
Data was tested from two sources within four defined postcode areas, each was then further segmented by the household having a child/children aged 11-16 years old. Overall, the whole mailing achieved a response rate of 2.7% which, according to the list provider, exceeds the national average of 2% for a cold list mailing, of this type. This response rate was across both data sources and all age groups. Whilst the piece wanted to raise awareness it was recognised that not all ages would be interested in attending the Open Day Event 2011.
There were a number of mechanisms used to measure the effectiveness of this campaign: a web page was set up that was only accessible through entering a unique URL on the mail out, telephone calls were recorded, and QR codes were used as a way to lead recipients from the print work onto the website with Smartphones. The call to action was to pre-register for the Open Day 2011.
Data was tested from two sources within four defined postcode areas, each was then further segmented by the household having a child/children aged 11-16 years old. Overall, the whole mailing achieved a response rate of 2.7% which, according to the list provider, exceeds the national average of 2% for a cold list mailing, of this type. This response rate was across both data sources and all age groups. Whilst the piece wanted to raise awareness it was recognised that not all ages would be interested in attending the Open Day Event 2011.
However, further analysis of the data led to one source out-performing the other. An impressive 84 of the 100 pre-registrations came from the 15-16 year old segment from one data source. This translated into a 12.7% response rate. A roll-out campaign has been scheduled for January 2012 to a broader postcode area from the performing data source and solely to households with 15-16 year olds. Results to be confirmed.
Disciplines
Planning | Insight | Creative Concepts | Art Direction | Design | Print Management | Project Management
Media
Print I Digital | DM
Disciplines
Planning | Insight | Creative Concepts | Art Direction | Design | Print Management | Project Management
Media
Print I Digital | DM
OUR WORK
We love working with our clients and produce great work, it’s what gets us up in the morning.
MORE WORK
A Brand New Start
Creating a brand for a company specialising in the provision of solar energy generation... MORE
Creating a brand for a company specialising in the provision of solar energy generation... MORE
A Bowl Full Of UCL
Re-establishing a chain of London based pubs recently out of administration... MORE
Re-establishing a chain of London based pubs recently out of administration... MORE
BCM Win MIMA Gold
Box Clever’s work with Heritage Motor Centre has earned us a national award... MORE
Box Clever’s work with Heritage Motor Centre has earned us a national award... MORE
Box Clever Marketing
Ettington Park
Stratford upon Avon
Warwickshire
CV37 8BT
T. 01789 450281 F. 01789 459293
Ettington Park
Stratford upon Avon
Warwickshire
CV37 8BT
T. 01789 450281 F. 01789 459293
Marketing / Advertising / Design / Digital
CALL US: 01789 450281
