Direct Mail

Project details

I was able to reduce print costs and enable better tracking and flexibility in each production's two budgeted postcard mailings.

RESULTS

Previously, there had been one print run for both mailings while the show was in rehearsals, as this was believed to be the least expensive way to print these postcards. I worked with our printer to find a way to do two printings, and not only saved up to 12% on printing costs, but gave us flexibility to change our offer (with a new trackable promo code), add development credits, announce extensions, and to include a production photo for the second mailing.

I also introduced promo codes that were specific to direct mail (in the case of our children's theatre mailings, this helped inform an analysis which led us to change our spring offer).