Scholastic Steps-up its Direct Mail Efforts

Scholastic Inc increased marketing efforts for its Hispanic Continuity Clubs with a push in direct mail activity in late 2006.

In 2006, “Baby's First Disney Books” started to incorporate direct mail (both shared and solo mail) into its marketing mix that until then, was mostly supported by outbound telemarketing.

In late 2006, Scholastic did a solo mail drop promoting its Nick Jr. en español book continuity club, which includes famous characters like Dora the Explorer. “It was a drop in the hundred thousands,” Senior Manager of Niche Marketing at Scholastic Jorge Londoño tells Portada. In addition, Scholastic inserted single sheet FSIs in five Hispanic magazines including TV Novelas, Fama, TV Notas, Cosmopolitan en español and Vanidades.

Also during the fourth quarter of 2006, Scholastic did a smaller direct mail test for Clifford en español, another Hispanic continuity club.

“Our Hispanic Continuity clubs had a very comprehensive strategy for the year 2006, most of them had four mailings over a 12 month period, one round of magazine insertions and several telemarketing campaigns,” says Londoño.

In April, Scholastic is launching another Hispanic continuity club which will be heavily marketed via direct mail. Londoño does not want to disclose more but says that “we are looking for products that are highly branded and are part of the general media. Hispanic kids in the U.S. identify with what their general market peers have.” Scholastic also plans to boost its Internet marketing to increase Hispanic book clubs memberships.


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