Use of Electronic Direct Mail Campaign in Community Child Center to Promote the Aspects of Childcare Services

Overview of Digital Media Strategy

Childcare products marketing are a challenging step that has been seen in the earlier business than any other business. Although, it is known as word of mouth is great, but it does not produce more benefits to grow centers. The most successful childcare provides high-quality care to children and families, but this also needs sufficient time and money to grow business. This is the reason why parents buy diapers for the care of children; this evolves the marketing concept, not word-of-mouth. There are tons of options like community events, social media, radio, pay-per-click, email campaigns, direct mailing, and billboards. Direct mailing is the most economical way to reach a large number of families. This is the guaranteed method of reaching more people than any other option (Keddell, 2015).

Benefits

Though, Electronic Direct Mailing campaign is the most economical method of reaching a large number of families economically, so organizations must go for this method to attract potential and existing customers by discussing the advantages of the product. The selected number of families can be reached through this service by looking at all types of costs and expenses. With every door-to-door mailing campaign, it includes designing and producing of postcards or newsletters. Vistaprint is the service that is frequently used to check with local marketing agencies and print shops (Keddell, 2015). This way the customers that want to read can be sent to have quality and quantity both to create content that customers will open. This is the better option to send emails with promos and offers to gather the audience will remember instead of sending too many emails. The potential clients are encouraged in this way to purchase products or services with valuable content to the reader (Van Lancker&Ghysels, 2016). Hence, the mails put business to put at the forefront of the audience's minds so that they think at first while making a purchase. This helps in fostering relationships with existing and potential customers.

Audience

Internal stakeholders: The internal stakeholders are the ones that are within the organization and have the responsibility to understand the unique opinions and perspectives of the organization. The internal stakeholders will include employees of the organization, management, and active participants.

External stakeholders: The external stakeholders are the ones who work with the collaboration to upscale the company’ as well as the community's benefit concerning child health and welfare. External stakeholders include governments, communities, NGOs, health workers, teachers, and parents.

The important information related to child development and welfare must be communicated to make products and services available with all the segments. The offers and promotions help the customer to encourage them to buy products and services (Tremblay et al., 2015). Also, it will build a good customer base.

Link to The Strategic Plan

As the purpose of the campaign is to identify, integrate, and market channels and activities by reaching out to influencing customers. The organization's wider strategic plan could be related to a direct mailing campaign by sharing, engaging, and campaigning concepts to utilize offline and online marketing communication tools and digital media channels. This will help in searching out the best strategy and working to achieve goals by following actions and tactics with method checks. Hence, the sales would be increased by offering a seasonal discount while building brand awareness, familiarity, and favorability.

Legal and Ethical Considerations

Legal and ethical concerns cover rights and responsibilities about professional ethics to know the right and wrong, rights and responsibilities, individual interests, and human welfare. These will include:

The children should not be harmed with any material.
The cybersecurity maintained.
The practices that emotionally damage, exploits, dangerous, harmful, disrespectful, intimidating, and dangerous to children should not be done.
Brainstorming possible solutions (Cations et al., 2017).

Barriers to Success

Electronic Direct Mailing is an effective form of advertising the offering to customers. However, this is a standardized method to reach customers. The barrier to success will include:

Spam: The commercial mails irritate consumers if they aren’t targeted to specific group. There is a need to make sure that email marketing complies with data protection and privacy rules.
Design: The design of mail should be appropriate as it should be accessed through multiple devices and mail providers.

Contingency Plan

This will include five steps such as:

Position: This is the first point where the company will decide to know the comparison to the competitors. Know where the company wants to be and the steps that the company should follow to become better at working. The goals are to be set accordingly.
Permission: Seek permission from appropriate authorities to deliver the content on direct mail for childcare development. This will also include what needs to be done, the deciding authority, and approval authority.
Creation: What would be the design methods, copying of another company, and offers. The work must be done by an effective mailer. Timeline for these options and keeping in mind the rules and regulations of direct mailing.
People: Reaching out to targeted customers with appropriate means by building personas and know details of the target market.
Execution: Ready to proceed to send an email, having tracking information, and process non-stop services (Taveras et al., 2015).

Evaluation Methods

The evaluation of electronic direct mailing in childcare development will include:

Re-engagement with customers
Execution time
Return on investment
Trustworthy advertisement delivery
Mistrust of digital advertisement success and Return on Investment measurements
Growth in total marketing spend
Senior management involvement to expand direct use of mailing
Enhancement in loyalty programs
Establishing target specific consumer groups
Launching of tools for education and fundraising efforts.
The shift in marketing spends on other channels (Wolfenden et al., 2020).

These surveys and key performance indicators will help in knowing the nature and importance of direct mailing to attract targeted audience. This will have a significant impact on the success of the business and the development of new strategies.

References for Digital Media Strategy

Cations, M., Withall, A., Horsfall, R., Denham, N., White, F., Trollor, J., &Demirkol, A. (2017). Why aren't people with young onset dementia and their supporters using formal services? Results from the INSPIRED study. PLoS One, 12(7), e0180935. https://doi.org/10.1371/journal.pone.0180935

Keddell, E. (2015). The ethics of predictive risk modeling in the Aotearoa/New Zealand child welfare context: Child abuse prevention or neo-liberal tool?.Critical Social Policy, 35(1), 69-88. https://doi.org/10.1177%2F0261018314543224

Taveras, E. M., Blaine, R. E., Davison, K. K., Gortmaker, S., Anand, S., Falbe, J., &Colchamiro, R. (2015).Design of the Massachusetts childhood obesity research demonstration (MA-CORD) study. Childhood Obesity, 11(1), 11-22. Retrieved from: https://www.hsph.harvard.edu/kirsten-davison/childhood-obesity-demonstration-project-cord/

Tremblay, M. S., Gray, C., Babcock, S., Barnes, J., Bradstreet, C. C., Carr, D., & Herrington, S. (2015). Position statement on active outdoor play. International journal of environmental research and public health, 12(6), 6475-6505. https://doi.org/10.3390/ijerph120606475

Van Lancker, W., &Ghysels, J. (2016).Explaining patterns of inequality in childcare service use across 31 developed economies: A welfare state perspective. International Journal of Comparative Sociology, 57(5), 310-337. https://doi.org/10.1177%2F0020715216674252

Wolfenden, L., Barnes, C., Jones, J., Finch, M., Wyse, R. J., Kingsland, M., & Young, S. L. (2020). Strategies to improve the implementation of healthy eating, physical activity, and obesity prevention policies, practices, or programs within childcare services.Cochrane Database of Systematic Reviews, (2). https://doi.org/10.1002/14651858.CD011779.pub3

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