Challenge

The City of Azusa wanted to create awareness of how getting the population’s right count in the Census helps its residents. Based on previous census experience, the city wanted to reach out to the lower response area in the most cost-effective way.

Strategy

There were a few options in front of the city – door to door canvassing, email marketing, and mail marketing. Since it was one-time local awareness efforts, the Every Door Direct Mail (EDDM) marketing was the best option to catch residents’ attention with the least money spent.

Approach

We actively took part in the Census committee for the city. We brainstormed to identify the least responsive areas in the city. We aligned the same data with the Post Office’s routes and ensured that the city’s message would get across with the largest possible mailer. With a few revisions, we made sure that the right message gets across and be effective.

The Process

Like other online marketing, EDDM has its own process to be more effective and the best ROI.

Area Analysis

We took the target area in its entirety, along with the goal that we wanted to achieve. We studied the area and found the most effective targets. We used that as our guide to sending out EDDM Marketing Postcards.

Design Effectiveness

Our graphic designers not only translated the message to compelling graphics and pictures but organized them very pleasantly for the end-user experience. Not only they grabbed the readers’ attention, but they also carefully added actionable content. They showed the steps of how quick and straightforward taking part in the Census can be.

Timely Delivery

EDDM marketing works the best with the best design, the target analysis, and of course, the timely delivery. We worked hard even during the COVID-19 outbreak with all proper precautions to ensure that the EDDM postcards get delivered on time for its effectiveness.

Repetition

For any marketing to be effective, the repetition helps. We repeated with targeted frequency to make sure the message gets across and, if forgotten, helps as a reminder.

Agency desk showing customer's growth comes first.

Gallery

EDDM postcards are not less than a piece of fantastic art. Check the Gallery yourself.

azusa census 2020 postcard front side with family and people with various ethnicity
azusa census 2020 postcard front side with family and people with various ethnicity with text
azusa census 2020 postcard back with various benefit icons highlighted
azusa census 2020 postcard front side with crowd with various ethnicity

Results

The city received an increased response in the Census.