At Golley Slater our role is to generate leads among prospective buyers of Audley’s 19 luxury retirement villages. Communications deliver to both brand and response objectives, but everything is ultimately calculated on the basis of ROI.
A perennial problem is ‘reach’ among new audiences in the limited geographies around each location. A problem exacerbated by the advent of GDPR and the reduction of available data for direct mail and email.
Our primary target is the affluent over 65 who is responsive to personalised print media. When Partially Addressed Mail came along it became obvious that we should test it carefully into our direct mail and door-drop media mix.