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School district adopts direct mail program to attract students

While organizations have scaled back their marketing budgets in light of recent slowdowns in the economic recovery, many groups fail to realize how important such initiatives are in maintaining what sales and customer relationships are available in this weak market.

Direct mail may be one of the few marketing programs businesses have continued to use, as the channel offers businesses the opportunity to reach prospects right in their homes, placing materials directly in their hands.

With this in mind, one Arizona school district rolled out a marketing program that makes heavy use of direct mail to attract new students and retain current ones.

According to the Arizona Republic, Higley Unified School District invested some $45,000 in direct mail items and advertisements.

"With all the state funding cuts, every student matters. Every district is working hard to bring in every student," district spokeswoman Sara Bresnahan told the source. "The costs are minimal to the funding that can bring in more technology, teachers, smaller class sizes. Funding just helps to drive all of those programs that you want in a school to be effective."

In addition, marketers can add address verification and mailing software to narrow down targets even further.