Anro’s Personalized Direct Mail Campaign Boosts Philadelphia Zoo Memberships

When the Philadelphia Zoo opened its gates in 1874 it made history as America’s first zoo. Today, it’s home to more than 1,300 animals, many of them rare and endangered.

The Philadelphia Zoo’s mission is to connect people with wildlife to create joyful discovery and inspire action for animals and habitats. The zoo attracts more than 1.35 million visitors per year.

 

The Philadelphia Zoo was looking for a print and direct mail partner that was able to support their renewal efforts for their current members.

They wanted a more economical way to target each of their members personally, grab their attention, and drive response.

 

Anro and the Philadelphia Zoo partnered together to develop a campaign that included full color personalized letters that were sent to each of the zoo’s members on a monthly basis, beginning 5 months before memberships were due to expire.

The campaign employs variable data printing on our 30” high-volume HP T300 Series digital inkjet web presses. The T-technology allows a high speed full color variable environment in which all copy, graphics and images are able to be personalized in one print run.

Anro’s internal programming team is able to customize the data such that no one member would ever receive the same letter and envelope set throughout the entire campaign. Each offer, price, animal and message within the direct mail letter and envelope was unique to the individual member

THE RESULTS

– Members received a personalized experience through each piece of the campaign
– A reduced time to market, shrinking from three weeks to one week
– Increased membership renewals both via mail and online
– Increased website visits

For a print and direct mail quote email, us at info@anro.com or give Anro a shout at: 610-687-1200