Using direct mail to empower the decision makers.
Westfield knew that child care was a barrier to parents shopping in their centre’s on a regular basis. Young children and retail therapy are not a good mix. Via the Westfield Kids’ Club, their in-store crèche facilities and programme of on-site kids entertainment were promoted to encourage the whole family to go shopping together.
As well as helping them create a range of ‘Westfield Kids’ that were integral to the messaging, we designed and managed an ongoing programme of direct mail that ran all year round across their 6 regional shopping centres.
Our role was to liaise with the marketing contact within each centre, developing the content bespoke to their individual event plans. A briefing document was used to ensure final content relating to offers and events was supplied to fit either an A5 4pp or A5 6pp format. A matrix of print costs across a range of paginations and quantity requirements was supplied to help maintain a level of budget control. Print costs were therefore negotiated at very competitive rates based on the volume of print being purchased. The membership database supplied by the client was adapted by us to ensure the mailing was addressed to the child not the parent, thus giving the child something to look forward to receiving from Westfield.
In addition to this, each child was sent a personalised birthday card. The database was adapted to automatically compose each card with the recipients name, age and favourite Westfield Kids’ character within the design.
Finally, a defined data capture mechanism supported by the regular offers helped drive membership targets and raise awareness of the shopping centres.