What was the goal?
3 things we considered
We located postcode sectors with high concentrations of Ipswich High School’s target audience.
To make sure we were targeting correct families, our broad focus was:
Homes with children aged 2-6
Minimum household income of £75k+
How did we help?
What we did
We ranked each postcode sector against the target criteria with a simple scoring metric. Ipswich High School then reviewed the data and selected the most relevant postcodes sectors for the mailer. The areas chosen were those with the highest qualifying scores, taking into account the postcode’s actual location – whether they were on their bus route for example – as well as conforming to the overall target demographic.
Having this insight allows us to deliver a highly-focused campaign and ultimately achieve the best value from the send.
We managed the print and mailing of the direct mail piece, an A5 two-pager, showcasing the benefits of attending Ipswich High School.
Our client saw a 59% increase in Prep School enquiries from the targeted postcodes, whilst also reporting increased admissions for Reception year from the same areas too.