While Sem's pre-1994 marketing efforts were directed largely towards parents, we sensed that, more and more, girls were the driving force behind the choice of a high school. So we recommended a shift of message to make 7th and 8th grade girls the primary target and their parents the secondary one.

We also recommended a departure from the print advertising Sem has used in the past. We felt direct mail represented the best way to reach the audience for these four reasons:

1. Targetable. Direct Mail allows you to focus your marketing on the audience with the highest likelihood of interest. Less waste in your budget.

2. Personal. Because you know who you are talking to, your message can communicate more directly. A more compelling message.

3. Measurable. Responses (phone calls, open house reservations, e-mails) tell you almost immediately the effectiveness of your mailing.

4. Proven. Flynn & Friends has a demonstrated track record using this medium with our registered trademark ChunkMail® direct mail.

While our creative delivered the Sem story in a variety of interesting and appealing ways, no degree of creativity works unless it reaches the right audience. And so, we used our expertise in mailing list acquisition to source, buy, and manage a database of 1,500 qualified prospects (by income, age, and zip) in the two-county area from which the school draws most of its students.

Following is a look at one of our successful ChunkMail® campaigns for Sem.