The Challenge
APC Pediatrics wanted to remind parents and caregivers to schedule an annual physical check-up for school-aged children. They wanted to stay within the same budgets from the previous year.
The Plan
Similar to the Direct Mail campaign of last year, APC Pediatrics would send a postcard to the same neighboring zip codes. This time they wanted to measure the effectiveness of the postcard and quantify how many new appointments generated this marketing effort.
The Solution
After evaluating different ways to measuring the success of the postcard, APC Pediatrics came up with a raffle of a Back-to-School backpack. The message of the postcard was targeted to parents but it played with an emotional note from a kid. The design this year was more playful but it consistently used the same brand elements.
A curb sign was placed near the offices, in order to capture local customers that visited neighboring medical offices.
