Do you use direct mail to market your child care? Do you know how to tell if the campaign has been successful? Do you have a way to compare it to other marketing campaigns you’re using for your child care? If not, then you are wasting your marketing dollars.
Direct mail can be a powerful way to grab the attention of prospects for your child care that you aren’t able to reach any other way. I’ve seen great success from my child care coaching clients who take a highly targeted, multi-step direct mail approach.
First, you can target the lists for your direct mail campaigns and find 500 to 1000 of the best families that match the demographics of the ideal clients for your child care. Then send multiple pieces in a time frame of two to three weeks to this list. I do this when I promote my Child Care Success Summit training conference. I usually narrow down my list to my best clients, and then send this targeted list a succession of mailings to get them to take action.
When you send out a couple mailings in a multi-step campaign, you want to send follow-up mailings, saying something like, “I didn’t hear from you the first time…..” This will typically double the response rate, so it really can be worth your while. Including some sort of lumpy mail or 3D mail is also a great way to get the attention of the prospects for your child care and can boost your success in enrollments.
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