Here are a few more details you will need to know about our Sonlight’s “Buy Now” postcard campaign.
- )We have decided not to include both the Widow’s Mite and Rockwell Print in all promotional orders.
- Those who respond to the “Widow’s Mite” offer will receive only the Widow’s Mite.
- Those who respond to the “Rockwell” offer will receive both the Widow’s Mite and the Rockwell Print in their order.
- )Below is a draft of the “message” we want to communicate to those who email or call in asking to receive a Widow’s Mite Or Rockwell Print in addition to the free Widow’s Mite or Rockwell Print they received when responding to their unique offer. (We realize this will not be used verbatim and we may want to tweak a bit.)
- )The promotion should begin hitting customer’s hands the first week of August.List:
- Prospects since April 05 (Both in Assist and in Catalog Requests database)
- Leads since April 05
- Core Purchasers in 03-04 that have not purchased a Core since.
- ) *The postcards will be going to US/Canada (where ever we offer free shipping). Approx 70K
- We do not plan to send post cards to our INTL lists. Rather we plan to send an email so that we ensure the timeliness of their response. Approx 4-5K. ##Additional URLs and KeyCodes (not listed below) will be generated to gauge INTL response.
- ) We plan to split test the Widow’s Mite and Rockwell Print promotions amongst all groups (we also are offering to our Affiliates). Therefore you will see a number of landing page URLs. THESE ARE NOT UP YET, BUT WILL BE SOON….
- Rockwell Print
- http://www.sonlight.com/NR7A1: CATALOG PROSPECTS
- http://www.sonlight.com/NR7A2: ASSIST PROSPECTS
- http://www.sonlight.com/NR7A3: LEADS
- http://www.sonlight.com/NR7A4: OLD CORE PURCHASERS
- http://www.sonlight.com/NR7A5: AFFILIATES
- Widows Mite
- http://www.sonlight.com/WM7A1: CATALOG PROSPECTS
- http://www.sonlight.com/WM7A2: ASSIST PROSPECTS
- http://www.sonlight.com/WM7A3: LEADS
- http://www.sonlight.com/WM7A4: OLD CORE PURCHASERS
- http://www.sonlight.com/WM7A5: AFFILIATES
- Rockwell Print
- If a customer does not go through a landing page, they will need to enter the code listed on their postcard (NR7A1, NR7A2, etc. or WM7A1, WM7A2, etc.)
Response Message Below
Sonlight Marketing: Postcard Campaign (Customer Service response proposal) This postcard campaign tests effectiveness (response, sales) between two offers. Both offers are a “free gift when you buy any Core curriculum package.” One postcard promises the “Widow’s Mite,” and the other promises a copy of the Norman Rockwell art print “Land of Enchantment.”
As part of an effort to learn more about our audience, this test will monitor response to the two offers and use the information gained to create more effective (ie, more attractive to the customer) offers in the future.
For this test, half of all recipients in the campaign will get one postcard; the other half will get the alternate card.
It’s possible that some recipients may learn about the card they did not receive. Some small percentage of those who find out about a second offer may contact Sonlight to ask about it (even wanting to receive the other gift).
As promised in Sonlight’s 2007 catalog and other marketing materials, ALL who order a Core, CorePlus, or CoreUltra package between April 1st, 2007 and March 30th, 2008 will automatically receive the Widow’s Mite gift. This is a fixed promotion that will be honored in addition to any other offer Sonlight may promote throughout the year.
Anyone who receives the “Widow’s Mite” postcard and asks if they can also have the Rockwell print as offered in the other postcard should get a first response like this:
“First of all, thank you so much for trying Sonlight Curriculum! When your materials arrive, don’t forget you can take up to six months to use the first half of the program, and decide if you’re really happy with it. I do believe you will have a great school year with your new Sonlight Core. In fact, we guarantee that you do, or you get your money back.
“Your ‘Widow’s Mite’ coin pendant will arrive with your school materials. That really is one of the most unique and appropriate gifts Sonlight has ever offered. I know you will enjoy it.
“It’s true, the Norman Rockwell ‘Land of Enchantment’ print is unique, too. Sonlight is always testing new options, to find great gifts we can offer to new customers who decide to try this uniquely effective curriculum.
“Right now, our supply of both of these one-of-a-kind gift items is extremely limited. There are so few of each item, in fact, that there is simply no way we can offer both gifts to every new customer who responds. Indeed, to protect the incredible value of both the ‘Widow’s Mite’ and the Rockwell print, Sonlight must reserve the right to offer only one gift per customer.
“Again, every gift Sonlight has offered over the years has been intended to encourage you to try Sonlight homeschool curriculum. Thank you for letting us be part of your family’s educational experience this year.”
Anyone who receives the Rockwell postcard and asks if they can also have the Widow’s Mite as offered in the other postcard should get a response like this:
“Absolutely!
“First of all, thank you so much for trying Sonlight Curriculum! When your materials arrive, don’t forget you can take up to six months to use the first half of the program, and decide if you’re really happy with it. I do believe you will have a great school year with your new Sonlight Core. In fact, we guarantee that you do, or you get your money back.
“Your copy of the Norman Rockwell ‘Land of Enchantment print will arrive with your school materials. That really is one of the most unique and appropriate gifts Sonlight has ever offered. I know you will enjoy it.
“It’s true, the ‘Widow’s Mite’ coin pendant is unique, too. Sonlight is always testing new options, to find great gifts we can offer to new customers who decide to try this uniquely effective curriculum.
"Right now, our supply of both of these one-of-a-kind gift items is extremely limited. But in Sonlight’s 2007-2008 catalog, we’ve promised the ‘Widow’s Mite’ to everyone who orders a complete Core program this year. So even though you will receive a copy of the Rockwell print as thanks for responding to the postcard, I’m happy to say that a ‘Widow’s Mite’ will also be included in your package when it arrives.
“Again, every gift Sonlight has offered over the years has been intended to encourage you to try Sonlight homeschool curriculum. Thank you for letting us be part of your family’s educational experience this year.”