The George Mason University College of Education and Human Development's Advanced Programs in Education Campaign seeks to provide PhDs, graduate certificates, and master's degrees to teachers in Virginia. As part of this campaign, we created an interactive direct-mail piece, which we are calling the "circle mailer." Rather than creating a standard postcard, we wanted to engage our audience with a piece that is interesting to use and provides value. A die-cut top layer reveals a window to the bottom layer, where recipients can find a value proposition for each degree offered, along with a QR code that leads to more information about that program. This piece has generated much higher engagement than any other print piece we have ever created. Each QR code has a UTM (Urchin Tracking Module) code attached to it that enables us to track clicks on a dashboard and see which of our programs are in highest demand. We sent 6,000 of these mailers to teachers in Virginia, and we've gotten 216 clicks, a 3.6% click-through rate, which rivals many of our digital marketing tactics.
From the Judges
This is an ingenious approach to promoting multiple programs through a single direct-mail piece, effectively targeting teachers within the state. The creativity showcased is truly remarkable, offering a unique and engaging experience. The piece successfully captures attention and delivers information in a format reminiscent of an FAQ. We would have like to have seen more details on applications, institutional impact, feedback, and insights. Nevertheless, this creation stands as a testament to innovative marketing strategy and warrants recognition for its ingenuity and clever execution.
