As the main provider of further and higher education in the region, Grimsby Institute has a large target audience. We’re delighted to be supporting the Institute with their CX! That’s the ‘customer experience’ that seeks to engage this audience and create loyal advocates who become future students and learners.
Since early 2022 we have facilitated ‘keep warm’ campaigns for the Marketing Team at Grimsby Institute. Branded, letterbox-friendly sweet treats are packed and posted, for up to 2,500 contacts. The direct mail campaigns typically reflect Valentine’s Day, Easter, the Summer holidays and Christmas, making these brand touchpoints regular and topical.
Sweets are packaged in a biodegradable film derived from wood pulp, and the Grimsby Institute brand is reflected on a printed label. Within the mailed envelope is an eye-catching postcard to share a personable message and call to action.
Data for each campaign is segmented across seven different pathways into Grimsby Institute, with bespoke postcard artwork for each. We securely receive and process this personal data, fulfil packages and issue them to an agreed, phased timescale. This aligns with the availability of the Grimsby Institute team as they respond to the engagement these brand touchpoints generate.
We all have many choices and opinions at our fingertips when we determine which brands we want to support. Advocacy is highly affected by customer experience.
Grimsby Institute has embedded these campaigns in its marketing communications. Our support makes them easy to facilitate, they are cost-effective and impactful, driving the online engagement that is particularly powerful for their typical demographic. To recipients, the approach is a nice surprise, a treat to receive, open and enjoy!
Whilst not all brand touchpoints link to a physical item, Grimsby Institute is using the impact of mail. It’s a completely different proposition to online contact, where we can make a decision about what to engage with very quickly, probably as we have a finger hovering above the delete button! We set time aside each day to retrieve, open and engage with our post. Mail is tangible, personal, saved and shared, although sharing may not extend to the sweet treats in this case!
These projects reflect our specialisms in corporate gifts and mailing projects. We can also drive the creative content of printed resources through our design agency oodle. Each brief is unique and we design projects around the outcomes our clients are looking to achieve. If you need compelling brand touchpoints to prompt advocacy of your offer, we’d love to talk.
