Dogs Trust

Targeting teachers with relevant and engaging messages
www.learnwithdogs.co.uk

Background

We have created a continuous and robust marketing campaign for Dogs Trust spanning the past 12 years. Our sustained investment in regular communication has created a positive and successful relationship with schools and has helped to build a thriving education programme.

Aim

To use digital and direct mail approaches to promote the education programme and Education Officer (EO) Workshop offering.

What did we do?

A well-constructed and focused e-DM (electronic direct mail) provides quick, measurable communication with teachers.  In May 2011, we promoted the National Poop Scoop Week campaign. All information and teacher facing materials were housed online, but in order to drive teachers to the website, we recommended transmitting an e-DM t to all UK primary schools.  We saw over 59,000 pupils pledge support to the campaign as a direct result of the e-DM.

We know from our on-going research with schools that teacher’s appreciate receiving something tangible, visual and informative. The Education Officer Workshops are a core offering from Dogs Trust and it is essential that there is a regular drive to maintain school bookings. Promotion has to work for each EOs locality and availability, and be personalised and well targeted.  Bookings for EO workshops continue to be driven through direct mail in the form of engaging and personalised flyers and postcards with great success.

Over the years, the sustained communication with schools has resulted in a penetration of the education programme (through curriculum resources and workshops) within over 50% of UK primary schools.