Direct Marketing to Educators, with Business Greeting Cards

Background:
Help keep the Crayola brand top-of-mind with elementary school teachers and administrators, whose influence on the purchase decisions of parents is important to Crayola's long-term success.

Solution:

• Cards were specially designed for three groups: classroom teachers, art teachers, administrators
• The designs featured artwork and quotes from children who participated in the Crayola Dream-makers program
• Nearly 9,000 cards were sent, each containing an insert offering free Crayola product samples via Crayola.com

Results:
The program netted the highest "reach" ever by a Crayola direct marketing piece: administrators 92%, art teachers 90%, classroom teachers 75%.  Redemption rates were also quite strong: administrators 10%, art teachers 26%, classroom teachers at 15%.

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