Hans Mundahl at EMA and I were on the phone recently and the topic of mailing lists came up. Hans’ sense was that many folks were intrigued by how mail could serve their outreach efforts, but weren’t sure where the rubber meets the road in their use or effectiveness.
So - I created the top three ways to use purchased mailing lists. (Naturally, there are more reasons, but hopefully this gets you started).
#1 A brand recognition campaign.
What kind of list is needed: The list needed for this project is large - perhaps only deliniated by zip code and by presence of children in the home.
When to use it: When you are sure you are the “best kept secret”, no one drives by your campus, you are a newer school, or you have competitors taking up a lot of air space, a brand awareness campaign can be helpful to get the word out about your school.
The message: Choose a message that you can carry for three to five pieces, such as the five elements of your mission, or five profiles of faculty. Draw attention to your visual brand by using bold fonts and large images. Include a call to action, of course.
#2 A targeted message to particular neighborhoods.
What kind of list is needed: The list needed for this project is based on the neighborhoods you are trying to zero in on. Your deliniators could be broad or much more narrow, depending on your goals.
When to use it: When you are interested in attracting families from particular locations. These could be your “go-to” neighborhoods and you are shoring up your applicant pool, or it could be newer areas you are trying to break into.
The message: Decide on a call to action, and create your message accordingly. When possible, focus on benefits that recepients will get by responding to your call to action, as opposed to leading with “Come learn about our school”.
#3 An invitation to an event
What kind of list is needed: This list can be as big or small as you want. Perhaps you want to send it only to families with children of a certain age, or families who live in a particular area.
When to use it: When you are trying to get the word out broadly about events at your school that are open to the public, or designed for the public. This could be anything from the school play to a sports event to an admission open house (virtually, if needed!).
The message: It depends on the purpose of the event, and the purpose of the invitation to the population you choose, but broadly speaking, the message should focus on the value the family will receive if they attend. Be sure to include clear, concise instructions for RSVP, if needed.
Stay tuned for the next installment of this series, which will cover why purchasing e-mail list is rarely (if ever) a good idea. I welcome your comments and questions!
