| This segmented direct mail campaign generated
380 total memberships within two months. A feasibility
study projected that it would take the Center a full year to
sign-on 455 memberships.
Challenge
Whitewater Aquatic Center, one of the largest indoor swimming facilities
in Wisconsin, planned a December 2001 Grand Opening. But, with a short
lead time and small budget, the Center needed a low-cost direct mail
solution that would generate memberships during a time of year when
people have their money tied up in gifts, charity donations and other
year-end expenses.
Expectations
To determine if a solution to a problem is feasible, many organizations
conduct a feasibility study. The Center hired a third-party to explore
the costs and benefits of the new facility and determine whether it
should proceed to the construction phase. The resulting feasibility
study stated that the Center would be welcome to the Whitewater area
and could generate 455 annual memberships in one full year.
Solution
 Direct
mail was just one part of a multi-faceted marketing campaign to roll
out the new facility to surrounding communities. Devised by Angie Haber
of DNH Enterprises, a marketing and advertising consulting group working
for the Aquatic Center, the integrated approach included a logo, collateral
materials, public relations, advertising, opening events and a new member
acquisition plan.
Haber partnered with Johnson Direct to create a mailing
campaign to target and sign-on members.
The most receptive audiences for aquatic membership were segmented
into two categories: “Seniors” and “Families.”
Once these households were identified, each segment would receive a
letter package tailored specifically to their interests in an aquatic
center.
Research indicated the “hot buttons” for both segments.
It was up to Johnson Direct’s response writer, Randy Jaroch, to
craft copy that would call out the best features and benefits for each
audience.
“We knew the key to grabbing the attention of both audiences
was the right offer,” explained Jaroch. “Experience told
us that free day passes would get the package opened and create a strong
incentive for prospects to visit the new center.”
Here’s how the offer and package came together:
The List
Ten Whitewater and surrounding area zip codes were selected as the
foundation for the list. The results of this query were further segmented.
First, by age: seniors 65+ and residents 25 to 64 with kids. UW-Whitewater
students were excluded from the list. Some zip codes were defined by
income as well. The final groups of zip codes and ages were assigned
a code that indicated which package the residents would receive.
The Outer Envelope
To reduce costs, Johnson Direct designed a one-color, standard window
envelope that was printed on the face only. Two pieces of copy, teasers,
made the envelope stand out:
1. We have 5 FREE DAY PASSES with your name on them …
2. Come on In, The Water’s Fine!
The Letter
Seniors (800 households) received a two-color letter that touted the
Center’s eight 25-yard swimming lanes, soothing whirlpool and
3,000 square foot leisure pool.
“You’ll
swim your laps and/or train in the warmth of a magnificent competition
pool, complete with wheelchair access and lifts for those who need the
benefits of aquatic therapy.”
Families (14,300 households) also received a two-color letter. However,
this letter was tailored to a family’s interests. For example,
it boasts about a heated, spacious leisure pool where kids rule.
“Your toddlers will
enjoy a cast of colorful water play structures.
The older kids will have a ball zipping down the water slide …”
The Response Mechanism
At the bottom of both letter versions is a brief, easy-to-complete
form. More importantly, the form features a great offer and expiration
date to add a sense of urgency.
“Return your
application on or before 12/15/01
and you’ll get 5 FREE Day Passes … a $25 value!”
Also enclosed was a printed return envelope that required only a stamp.
The Brochure
A three-panel, four-color brochure listed benefit after benefit, written
exclusively for its audience. The use of color photography made the
facility come to life. Blocks of color in soothing blues and warm yellows
helped organize the information, calling attention to special messages,
like the welcome copy on the inside right panel.
 For
Seniors, the brochure spoke directly to their desires for space, adult
activities and accessibility.
“Soothing Whirlpool”
“Safe Environment”
For Families, the brochure, full of family images, described the center’s
family-friendly amenities and activities.
“Heated, 3,000
Square-Foot Leisure Pool”
“Expertly-Trained
Red Cross Certified Lifeguards are Poolside at all Times”
Budget Savers
Johnson Direct helped the Center make the most out of its budget in
every way possible. Here are three ways the agency cut costs:
- the membership form at the bottom of the letters was not perforated
(image of scissors and a dotted line instead)
- rather than buying photography, the images on the letters and brochures
were royalty free
- the package enclosed a return envelope (requiring a stamp) instead
of a business response envelope (with pre-paid postage)
The Results
On November 22, 15,100 homes received a letter package from Whitewater
Aquatic Center. Within 60 days, the Center signed on a total of 380
members (168 family members, 116 seniors, 59 adults, 24 youths and 13
“over 80” memberships).
What Worked?
According to Jaroch, the program worked because it followed a solid direct
response strategy, including a strong offer that created a sense of urgency,
and it talked specifically to each segment in terms to which the audiences
could relate.
Could This Work for You?
Jaroch offers three tips for making an offer loud and clear:
- Make the Right Offer for Your Audience
Send a coupon, debut a "gotta-have" new product/service,
announce a sale, give a sincere thank you or offer a freebie. Position
your offer as something that will increase the recipient's desire
to respond.
- Answer This for Your Audience
"What's In It For Me?" In just a few seconds, you must communicate
the answer to this common question. Tell the recipient about the benefits
of your product/service/message he/she will want or need to know.
Identify the benefits that are significant to decision-makers. Discuss
your prospect's problems and how your product resolves them. In short,
tell them you have what they want or need to make a decision to respond.
- Ask & You Shall Receive
Make it absolutely clear as to what you want your prospect to do.
Make it easy for him/her to respond. Keeping it simple may involve:
an 800 number, credit application, reply card, self-addressed envelope,
on-line information address or fax order form.
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