Local Authority
brief
Improve delivery and reduce costs for a well read and important council wide magazine to all homes in the district.
Our Approach
Council boundaries are not the same as postal ones. The client’s use of a single distribution solution (Royal Mail) only meant that there was a significant over delivery to neighbouring councils. Royal Mail will only deliver to full postcode sectors, so thousands of non-authority homes were receiving the magazine, meaning wasted copies, a larger print run and high costs.
We applied our SmartExtra approach, combing delivery methods to balance cost and coverage.
A three-tiered approach was then prepared for distribution.
1 – Postcode sectors that belong entirely to the council are covered using Royal Mail’s Door to Door service.
2 – In split postcode sectors, our SMART mapping software is used to create delivery routes that target only council properties. Deliveries are then made by our network of trusted distributors, using GPS tracking to monitor deliveries.
3 – Direct mail is used to target postcode sectors that contain small numbers of council homes that would otherwise be missed.
Impact
Distribution cost was reduced by 10% by removing the over delivery. A greater saving was that the print run was reduced by 10,000 copies (20%), delivering significant cost savings.
More case studies
How to Track and Measure Direct Mail Campaigns
Direct marketing is one of the most effective ways to promote your business and attract new customers.
When you first sit down to put together an effective direct marketing campaign, it can be difficult deciding the best solution for your company.
Mapping Your Distribution Route
Insight is a way of determining what defines your ideal customer. Once you know who you are aiming your marketing at, the question then becomes: where can you find them?