Case Studies

Ipswich High School | Print Mail Case Study

Background

Ipswich High School is a boarding and day co-educational school, based in Woolverstone Hall. Spanning Pre-Prep through to Sixth Form, they wanted a fresh approach to increase awareness amongst prospective parents for their Pre-Prep intake, so we approached them with an idea.

Solution

We located postcode sectors with high concentrations of Ipswich High School’s target audience.

To make sure we were targeting correct families, our broad focus was:

  • homes with children aged 2-6
  • minimum household income of £75k+
  • 40-mile radius of the school – expanded radius due to boarding

We ranked each postcode sector against the target criteria with a simple scoring metric. Ipswich High School then reviewed the data and selected the postcodes sectors they’d like to target. The areas selected were those with the highest qualifying scores, taking into account the postcode’s actual location – whether they were on their bus route for example – as well as conforming to the overall target demographic

Having this insight allows us to deliver a highly-focused campaign and ultimately achieve the best value from the send.

We managed the print and mailing of the direct mail piece, an A5 two-pager, showcasing the benefits of attending Ipswich High School.

Results

Unlike some of our other work, school admissions are often difficult to track. However, our client saw a 59% increase in Prep School enquiries from the targeted postcodes, whilst also reporting increased admissions for Reception year from the same areas too.

 

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