The Creative Consultancy

TES

TES – Keeping in touch with teachers

The headmasters and administrators who subscribe to online services provided by the Times Education Supplement (TES) were proving difficult to engage by email. So we created a festive direct mail piece to test a personal, tactile approach to thank them for their business. As hoped, the results were impressive.

The star-shaped chocolates proved popular and the messaging ‘How many gold stars do we deserve?’ provided a platform for a short survey. To maximise response we incentivised staff with an iPad mini that they could win for their school staff room. 13% of teachers responded via direct mail versus just 5% via email.