Q: I wonder if LERN has some examples, or could provide some advice regarding catalogue distribution surveys.
I am part of an Ad-hoc catalogue distribution committee within Langara College Continuing Studies. This committee is looking at our distribution methods to determine if our catalogues are effectively reaching our target audience.
We have statistics with respect to our catalogue distribution and the registrations received from the various postal drop areas. Over the years, as production costs and mailing costs have increased we have had to reduce the number of catalogues we produced, and be more selective as to where these catalogues are distributed/mailed, despite increasing our production/mailing budget.
We are now hoping to do some more substantiated research to determine if we are reaching our markets with the catalogue, and how we might be able to distribute these more efficiently and cost-effectively. One of the first strategies we wish to implement is an in-class survey to determine if our catalogues are being both received & read. We know that our postal drop includes all apartment dwellings in our target area; however we are concerned that the tenants of these multiple dwelling homes are not receiving them, and would like to see if this is the case. I have drafted some possible questions for this survey, but wonder if it is truly going to produce quantifiable results. Is this something LERN could provide some advice on?
We would also appreciate any additional suggestions to survey our current deliverable areas as well as other areas. Maybe a survey isn't the best method to gain these results. Do any of your members have experience in this area? Or do others use an alternative distribution method with better results?
A: Maybe the best way to determine the answer to your question is to have LERN do a segmentation analysis for your program. By using your registration data, we can give your detailed information about who is registering for your courses, and where they live. While we cannot analyze by postal code, we can analyze by address, so we would be able to give you information regarding apartment buildings, for example. In general, the best way to track your brochures is not by surveys, but by tracking.
Just as mail order houses have tracking codes on their mailings, you might do the same. Ask the individual to enter his or her code when they register, and this will give you the best information about whether your brochures are reaching your intended audience.