Pacific Ridge School, a private academy that opened in suburban San Diego last year, is relying on direct mail to help establish itself and attract students.
The Carlsbad, CA grade-7-to-12 school got a 3.8% response rate to a five-part direct mail campaign it used to draw parents of prospective students to open house recruitment events.
In that 2007 effort created by The MadisonWest agency, Pacific Ridge sent mailers to 4,500 households and pulled in 750 attendees. From this group the school received 385 applications for 105 openings.
Why direct mail?