Q: Do you have current information on how most brochures are distributed? Direct Mail to all residents (via bulk mail); Mail and online; Online only; pick up at facility; or any other way and/or combination?
What is the most popular/desired method? We direct mail approximately 140,000 brochures each quarter – the total cost and production is approximately 35 cents per brochure. It is an essential marketing tool for us and the return is registration is significant. We have one council member who every time we take our contract for publication & distribution for their approval is very negative and want to cut this out of the budget and/or at least reduce it to having citizens pick up brochures at centers, libraries, etc. only. We share a lot of detail on revenue generated, new accounts, continuing accounts, etc. We do surveys that indicate over 50% of our users depend on the brochure 1st for information, etc.
A: You are right in noting that direct mail distribution of your brochure is the most important element of your marketing effort. Most park and recreation programs do a bulk mailing to all households because many feel that their mandate demands that they distribute to everyone. It is possible to save on printing and mailing costs, but it must be done carefully and strategically. If it is not done properly, you risk losing substantial amounts of revenue and enrollment. Switching from direct mail to pick up at libraries, etc. could have a disastrous effect on your enrollments. Marketing is your only tool for letting people know about your programs, and they need to have the information delivered to them--not go in search of it.
In addition to your mailing, you should have an online presence and your should have brochures available to pick up in various facilities. These methods should NOT replace your mailings--they should supplement your mailings. We have examples of many LERN members who eliminated their print brochures and moved to online brochures only, and they lost significant amounts of income and substantial numbers of enrollments. Some dropped 50% or more. The US Postal Service has done research on direct mail, and their determination supports your findings that people depend upon the brochure as the primary source of information. The Postal Service study found that about 85% of online sales originate from brochures that were received by mail. The Canadian Postal Service conducted a similar study with similar findings.
If you want to reduce your brochure mailings, you can do so, but first you must track your responses carefully. Your mailings should go to all past participants and to all carrier routes within your service area that produce strong enrollments. If there are carrier routes which generate very few registrations, you can consider dropping them from your mailing list. These steps need to be constructed carefully, and implemented over time so as to minimize any risk you might have by mailing fewer brochures.
LERN has free software tools that will allow us to do an analysis of your most productive carrier routes, and we would be happy to do this for you if it would be of interest. All you have to do is email Debbie Barron at debbie@lern.org for instructions on how to submit your data for analysis.