The January 2012 issue of our “Sample of the Month” case study newsletter features our client Guilford Press and their 12 version postcard campaign to generate interest in their course books. Ballantine handled the printing and mailing of this project.
Guilford Press designates a handful of their book titles as Free for Adoption Consideration. This means that professors can get the book for free to examine it before agreeing to adopt it for use in their course.
This mailing consisted of 71,000 6×9 postcards, but this total quantity was spread out over 12 different course books being promoted. To help cut costs dramatically, we produced this job as one run of 71,000 postcards with 12 different versions. Always gang-run if possible.
Guilford Press has been using this strategy for awhile because it works for them. That being said, tracking ROI accurately is difficult because they are giving out free copies that can’t be tied to a promo code. Instead, they look back 18 months later and measure:
- How are course adoptions doing for these specific titles?
- Did they get a spike in free copy requests after the postcard mailed?
If you would like a printed sample of this postcard, or have a project you want us to quote, please contact us.