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DIRECT MAIL TARGETED PLAN

THE CHALLENGE

Cost per response in direct mail is higher than what we typically observe in a large market area.

The Solution

  1. Shifted the target audience from people aged 55-69 (for an assisted living and memory care community) to those aged 70 and above and started using creative that focused on events.
  2. Reduced the budget by 20% because of past performance issues.

The Results

  1. The number of leads increased by 950% in one quarter.
  2. The cost per lead (CPL) dropped by 92% in one quarter.