Direct Mail Postcards
Direct mail is a proven way to reach local households with a focused message and clear call to action. Whether you’re announcing open enrollment or inviting families to an event, a well-designed postcard can stand out in a crowded mailbox.
Depending on your mailing list, postcards can be sent to specific addresses (based on demographics or zip codes) or blanketed across a neighborhood using USPS’s Every Door Direct Mail (EDDM) service.
✅ Pros of Direct Mail Postcards:
Targeted: Reach the exact zip codes or neighborhoods you serve.
Tangible: Physical postcards have a longer shelf life than digital ads.
Versatile: Great for both brand awareness and event or deadline promotion.
Customizable: Easily trackable with QR codes, custom URLs, or phone numbers.
🚫 Cons of Direct Mail Postcards:
Cost: Printing + postage can add up, especially for larger mailings.
No guaranteed engagement: Not all recipients will read or keep the postcard.
Lead time: Requires planning weeks (or even months) ahead for design, print, and mailing.
🏫 Should Our School Use Direct Mail?
Direct mail postcards may be a good fit if:
You have a large number of vacant seats to fill.
You’re a newer or growing school that needs to establish its presence in the community.
You’re hosting an open house or other upcoming event.
You want to reach families who don’t follow you on social media.
You can pair the postcard with digital ads and other outreach.
Direct mail postcards are likely not the best fit if:
You only have a few seats to fill.
You’re very close to your deadline and can’t account for print/mail timelines.
🛠️ Getting Started with Postcards:
Determine Your Mailing List:
Determine which zip codes or other household information you'd like to target for your mailer (your direct mail vendor can assist with building your list later in the process).
- The size of your list will affect the total cost, so be prepared to make adjustments to match your budget.
Design Your Postcard:
Use bold, high-contrast visuals and 7–15 words max.
Include a clear CTA ("Enroll Today," "Tour Our School").
Submit a request through the Concept Schools Marketing Request Form.
Find a Vendor and Set Up Payment
If your school already has a preferred vendor:
- Reach out directly to request a quote.
- Once you receive the quote, submit a ConceptSIS request in the exact amount.
If you do not have a vendor:
- Start by submitting a ConceptSIS request with your expected budget and project details.
- Our Purchasing Team will help identify a vendor and finalize the order.
Print and Mail:
Once your ConceptSIS order is approved, share your final design, mailing list or zip code area, and preferred send date with the vendor.
Confirm print turnaround time and mailing schedule.
Track and Follow Up:
Use a unique URL or QR code on your postcard to track traffic.
Ask families how they heard about your school at events or in tours.
💸 Budget Considerations:
Recommended Allocation: ~10–20% of your traditional media budget.
Typical Cost: $0.25–$1.00 per postcard (design, print, postage).
📈 How to Measure Success:
Website traffic to your postcard URL or QR code (Concept Schools can help with this).
Number of inquiries or tour sign-ups during your mail window.
Change in applications from zip codes that received your mailer.
⚠️ Common Mistakes to Avoid:
- Overloading with text or trying to say too much
Forgetting a strong visual or call to action
Sending postcards too close to your event or deadline
Not tracking results or asking how families heard about you
📝 Workspace & Notes:
Set a clear objective
What are you hoping to achieve with this campaign?
_______________________________________________________________________
Identify target zip codes or audience
List 2–3 target areas:
_______________________________________________________________________
Contact vendors and collect quotes
Who did you contact? What were the estimated costs?
_______________________________________________________________________
Select a vendor and confirm send date
Vendor info and send date:
_______________________________________________________________________
Submit a design request to Concept Schools
Date submitted:
_______________________________________________________________________
Approve final design and specs
Any notes:
_______________________________________________________________________
Obtain tracking URL or QR code from Concept Schools
Add links here:
_______________________________________________________________________
Launch campaign and monitor performance
Website traffic increase? Yes / No
Inquiries mentioning postcard? Yes / No