EPA Panamericana School of Art and Design: "TIME CARD" Direct marketing by Salem

Category: Flat Mailing
Advertiser: PANAMERICANA ART SCHOOL
Product/Service: ART SCHOOL
Agency: SALEM
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: SALEM, Sao Paulo, BRAZIL
Creative Director/Copywriter: Marcio Salem (Salem)
Art Director: Flavio Takahashi (Salem)
Graphic Producer: Fernando Veiga (Salem)
Revisor: Maria do Socorro Pinto (Salem)
President: Enrique Lipszyc (Panamericana Art School)
Media placement: Flat mailing - Post Office - 03 August 2009

Describe the brief/objective of the direct campaign.
The Panamericana Art School offers courses in Art, Photography, Fashion and Design and has over 3 thousand students. The objective of the campaign was to increase enrolment for Panamericana’s new courses. The target audience was young people age 24 to 30, who had just graduated from college and who had just recently entered the job market. They could do the courses offered by the school at night. The challenge was to attract the attention of the target audience and motivate it to come to the school to enroll. The campaign had to keep costs low because of limited funds.

Explain why the creative execution was relevant to the product or service.
What stood out about this piece was how similar this time card produced for Panamericana was to the time card actually used by the factory workers. This is what drew the attention of the young people who received the piece. When they realised the card was a fake, they were all amused and wanted to know who had sent the piece. As a result, everyone read the proposal made by the Panamericana Art School with a humorous and simple format.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since it had to be a low-cost action and we did not have email addresses, we created a very simple, cheap and humorous piece: we simulated a time card, like those used by factory workers who punch in and out to record their hours worked. Since these employees usually start working very early in the morning, we wrote 7 a.m. on all the days of this other card. On the back, we put: You deserve a better life than this. By taking the school’s courses, the student could broaden his horizons and open new work fronts in the job market.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The total campaign investment was UDS 6,000.00 for a total of 12,000 impacts, representing USD 0.50 per piece. There were 123 ensuing enrolments, for a return of 1.03%. At an average amount of USD 750.00 per course, the total gross sales generated came to USD 92,250.00, or a ROI of 93.49%. Therefore, there was a return of USD 93.49 for each dollar invested.