Music school marketing for trial lessons and enrollment

The three campaigns. The three researched music-school campaigns are a discounted-trial-lesson music-school postcard campaign, a Facebook/Instagram video or trial-offer enrollment campaign, and a consented trial-lead follow-up SMS campaign.

One team. MBI is one company that plans, produces, and delivers the work that brings in the next customer, from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.

direct mail marketing services →digital advertising services →

What the sources name. Music-school direct-mail guidance documents targeted postcards featuring discounted trial lessons or enrollment benefits, with QR codes and parallel online ads.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

targeted direct mail →direct mail mailing lists →direct mail and digital marketing →

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations; that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information; and that the ad review process starts automatically before ads begin running and is typically completed within 24 hours, although it may take longer in some cases.

Meta, Advertising Standards

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The print formats. Standard, jumbo, and panoramic postcards.

In house. Printing at MBI is commercial and variable-data printing, in-house.

USPS Domestic Mail Manual 201.1.2.1 provides that each stamped card or postcard or each half of a double stamped card or postcard claimed at a commercial card price must be not less than 3-1/2 inches high, 5 inches long, and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, a minimum of 0.009 inch thick; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →postcard mailing services →direct mail cost →

What the sources name. Music-school sources describe Facebook/Instagram enrollment campaigns built around trial offers and video commercials designed to drive registrations.

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive when it is likely to mislead consumers acting reasonably under the circumstances and is material — that is, important to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

local business marketing →

What the sources name. The music-school source anticipates texting trial leads and stresses collecting separate SMS consent before the first message; it does not establish a broader bulk-text acquisition campaign.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, sending a message containing an advertising keyword, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting-in over the phone using IVR among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving Messages at any time, should support multiple mechanisms of opt-out including phone call, email, or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

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