Case Study: Can a targeted postcard drive theme park visits?
Busch Gardens, part of SeaWorld Parks & Entertainment, wanted to find out if an inexpensive postcard mailing could drive more park visits and sales.
So they reached out to J.Schmid to craft a test series of geo-targeted postcards with an offer. We started by analyzing their buyer file, and determined that we could target specific areas in New York City that were not only within a one-day drive of the park, but also had high brand awareness. Busch Gardens’ in-house team designed the postcards, which were dropped on three different mail dates throughout the season. Keycodes and matchbacks measured postcard performance, while existing analytics measured web traffic, park visits and sales.