This year LERN has seen an increase in members using subject specific brochures to target a certain audience. These brochures only list a certain type of programming and then can be used to target customers that have shown interest in those subjects. A good example of this is an increase in summer camp specific brochures. Since summer camps really o
nly speak to kids and the parents, including them in an overall brochure can be wasteful when they are sent to everyone on a program’s mailing list. Creating a summer camp specific brochure and mailing just to those that have participated in the past and those you think may participate in the future can be a very effective, targeted approach.
Programs that offer summer camps and traditional continuing education programing are typically trying to reach two distinctly different audiences. Though there may be some crossover between those two groups, a targeted mailing approach does a better job of getting more brochures in the hands of the right customers. Some customers may end up getting both brochures but that is a less wasteful outcome than some past participants getting brochures that contain a lot of information that doesn’t pertain to them.
This technique can be done with summer camps, or other specific subjects like professional development. The more targeted the content of a brochures is, the more targeted you can be with your mailing list and the higher your response rate or brochure to participant ratio will be. In this age of constantly increasing brochure production and mailing costs, make sure you are getting the most bang for your buck and get your brochure in the right hands.