CASE STUDY: Early Learning Centre direct mail campaign
Provided by Royal Mail MarketReach
A personalised campaign was created to encourage parents to buy children's birthday presents from the Early Learning Centre
What was the Challenge / Background of the Campaign?
Research stated that only 10% of parents were buying their children's birthday presents from the Early Learning Centre (ELC).
What was the Campaign Objective?
Persuade parents to buy birthday presents from the Early Learning Centre. Encourage parent and child to engage with the brand for longer. Make sure each piece demonstrated the Early Learning Centre's commitment to learning and creativity.
What was the Solution?
The 'Big Birthday Club' was created, which now has over a million members, which are mailed just before their birthdays. Mailings and online activities based on 'Jack and the Beanstalk' were created, with a personalised twist, integrated with the ELC's website. A personalised story was created, and a height chart was included to give the mailing longevity.
What were the Results?
More than £7.5 million in revenue has been generated, with a response rate of 17%. For every £1 spent on a pack, £13 was received in return. Over 120,000 children wrote their own stories online. Web sales were increased by 8%.
What were the Key Learnings of this Campaign?
Once children had written their story they could forward it to friends, as a member-get-member scheme. This has helped recruit over 200,000 additional members.