A shared postal campaign involves your leaflet or leaflets being sent to schools in a pack along with other firms’ materials. The items are sorted by the school administrator and then handed out to the relevant individual teachers.
In terms of getting the highest response rate possible, this is what you need to do.
1. Choose a shared postal mailing that comes with a free email campaign.
The next mailing with a free personal email campaign goes to 5000 secondary schools and takes place on 14 October. We need the printed leaflets no later than 7 October (but you can deliver earlier if you wish).
The free personal email campaign (which would normally cost over £200) can be to any of our secondary school or FE personal lists. These are emails that go directly to the teacher in question and not via the school administrator. Details of the lists available are shown here http://www.emails.gs/Secondarynamedlist.html
2. Choose a shared postal campaign that comes with a free entry onto the UK Education News rolling news programme.
In the 14 October mailing the text of your email advert will also appear free of charge on www.ukeducationnews.co.uk. If you have not used this service before do click on the link, and do call 01536 399 000 and we’ll talk it through. It is certainly worth focussing on this free element of the campaign because it can bring in a considerable number of sales.
3. Write your leaflet in a way that ensures the school administrator will pass your leaflet on.
All the normal rules about grabbing attention, etc, apply of course, but also there is one more facet of the postal shared mailing that must be considered. It is going to be looked at first by the school administrator.
Thus you must put, top right, a clear note (using something like 16 point Arial font) along the lines of “Attn: Head of English” so that the administrator knows whom to pass the leaflet to.
Next you should look at your advert not just from the teacher’s point of view (as noted above) but also the administrator’s.
If the advert seems at first glance to be a general one about something that the school already has (such as signs, noticeboards, paper, pens, CCTV, a website, staging for the hall, etc, etc) then there is every chance that the administrator might not pass this on.
So instead of showing pictures of school hall staging with an announcement that you are the best at supplying and installing school staging, you write a big headline that says, “What is the lowest cost way of installing, modifying and removing school staging?”
4. If your sell to two or more different departments, or you have two different products to sell, put in a second leaflet – at the heavily discounted rate.
The price for putting one leaflet in the postal shared mailing and obtaining the free email campaign and the free listing on UK Education News is £450, while the second leaflet takes the cost to £575. If you want to reach schools with sixth forms the prices are £360 for one leaflet and £435 for two.
I do hope you’ll give this mailing a try. For more information please call 01536 399 000 or have a look at www.shared.org.uk
For a complete overview of what Hamilton House does. Please visit www.hamilton-house.com