Knowledge Is Power
"Both of them have a quiz in them. They have the quick facts that are meant to be eye-catching. They reinforce our expertise, and they also reinforce that our lecturers are from the real world as well," Anunson shares. "We have dedicated faculty and program directors that run the programs, but they bring in real-world lecturers and by bringing in the real-world voice in the mail piece, that also parallels the product that we're offering. The mail piece does a really good job at giving the taste tester a sample size of the product we're offering and some of the unique things about us."
There are some differences to the contents, however. Most notably, the sales course mailer is broken down in shorter segments and has less course content information than the marketing piece because "we find that salespeople are the first people to scan," says Anunson. "So we try to make it really targeted, really good nuggets, and break it down in really short segments so it's very, very readable."
Due to the economy, this campaign didn't go out against a control. It was mailed on its own and compared to results of the individual course self-mailers. With the new concept and design, however, WSB did run into some trouble with USPS regulations. Because these mailers were bound letter size, they had to have three tabs on them, which Anunson believes is a big barrier for someone to open. To combat that, WSB used the unique images on the outer to pique interest. "You'll notice that the images we chose are not very traditional for a) education or b) a business school. We're hoping that at least gains interest in the four seconds from your mailbox to your trash can," admits Anunson.
So far, that seems to be working. WSB's high-performance sales course in November was slated for its largest attendance in 18 months. These campaigns, which are mailed biannually, first rolled out in January. And because WSB bundled several courses in these mailers, it's seeing much more cross-sells and repeat business.