Q: We are revising some timelines for our quarterly guide distribution and was curious if LERN has any recommendations on the amount of lead time in advance of your first course customers should have the guide in their mailboxes?
A: Here is the recommended timetable:
7 weeks out (received 5 weeks prior to the start of term)
· Do first brochure mailing.
· Do first street distribution.
· Do any specialty brochure mailings.
· Send email
5 weeks out
· Do second brochure mailing.
· Restock street distribution.
4 weeks out
· Do radio, TV and newspaper work so advertising/publicity occurs during the two weeks prior to the start of courses.
· Send email
· Do posters, speaking engagements or other segment/niche-focused publicity/PR.
· As registrations come in, stuff confirmation letters with announcements of some upcoming events.
· Start to look at the half-life of courses to determine which stars you may want to spend more promotion dollars or time on.
· Send out electronic newsletter.
0-3 weeks out
· Continue restocking street distribution.
· Continue to look at half-life of courses and start making go/no-go decisions.
· Send out targeted e-mails.
After start of courses
· Analyze course financial & registration totals.
· Analyze course evaluations.
· Run and analyze end-of-term reports.