family planning change my address campaign
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CASE STUDY OCTOBER 2010 FAMILY PLANNING CHANGE MY ADDRESS CAMPAIGN KEY FACTS OBJECTIVES PROJECT TEAM: • Maintain regular contact with current clients and supporters • Family Planning and New Zealand Post TIMING / LOCATION: • February 2010 KEY AUDIENCE: • Existing Family Planning clients and supporters • Encourage repeat visits to improve health outcomes • Increase awareness of the range of Family Planning services • Improve efficiency in communications to reduce costs RESPONSE: • Initially, Family Planning received notice from up to 12-13 movers each week, which was “far more than anticipated” Family Planning is a Registered Charity providing sexual health clinical services, information, resources and training. Each year they record approximately 180,000 client visits through their national network of over 30 clinics. A large proportion of Family Planning’s clients are young people who tend to move around a lot, making it difficult to maintain contact with them and encourage regular visits. Beyond its clinics, Family Planning provides a range of services in the wider community, including education programmes and social marketing campaigns. Public awareness of some of these activities was not as high as they would have liked. FAMILY PLANNING USED CHANGE MY ADDRESS TO KEEP IN TOUCH WITH CLIENTS. In order to keep in touch with its current clients and to increase awareness of its wider range of services and activities, Family Planning looked to New Zealand Post’s Change My Address service as a way to improve its communication with clients. “ We’ve found the Change My Address service to be very worthwhile. As we all know, it’s much more costeffective to keep existing clients than to have to find new ones. FAMILY PLANNING INCREASED THEIR CLIENT RETENTION. OCTOBER 2010 FAMILY PLANNING CHANGE MY ADDRESS CAMPAIGN CAMPAIGN OVERVIEW “We’re also able to be proactive in letting clients know where their nearest clinic is located. If they have moved to a new area, we can now send them a text telling them where their nearest clinic is located, should they wish to visit.” Family Planning records 180,000 client visits per year through its network of clinics throughout New Zealand. A large majority of current clients are young adults, with a tendency to change address frequently, which meant the organisation sometimes struggled to maintain regular contact with them. Traditionally, if a client moved, the organisation relied on them to notify Family Planning themselves. As a result, clients were being lost on a regular basis, all of whom had to be replaced with new clients. Family Planning decided to try New Zealand Post’s Change My Address, an online service that enables customers to notify organisations (free of charge) when they have moved house or changed their postal address, in order to improve client retention. Benefits of using the Change My Address service include: • reduced costs in finding and correcting address data errors • reduced call handling time in clinics • reduced overhead costs of processing returned mail • improved client retention Family Planning’s Nicki Sayers says, “While Change My Address still relies on clients telling us that they have moved, the website makes it really easy for them to do this and our inclusion acts as a prompt, reminding them to tell us.” “We’ve found the Change My Address service to be very worthwhile. As we all know, it’s much more cost-effective to keep existing clients than to have to find new ones.” By using the Change My Address service, Family Planning now also has the opportunity to invite clients to sign up to an e-newsletter to receive further information about its services when they go online to change their postal details. “In addition to our clinics, Family Planning provides a range of services to the wider community including delivering educational programmes for young adults, their parents and teachers; producing and distributing tens of thousands of (mostly free) resources; running social marketing campaigns and advocating for better sexual and reproductive health.” “Some of these activities are not well known about, so by increasing awareness of these other services through the easy to sign-up e-newsletter, we’re able to extend their reach and deliver greater benefits to more New Zealanders.” RESULTS After registering for Change My Address, Family Planning began receiving regular updates from movers. “Initially, we were getting notifications from up to 12-13 movers each week, which was far more than anticipated,” says Nicki. “What’s more, an average of 2-3 people are signing up to receive our e-newsletter – which is great!” Although the notifications have tapered off slightly as the year has progressed, Family Planning anticipates numbers to pick up again during summer, when people are more likely to be moving around. “However, people are still regularly signing up for our e-newsletter, which is fantastic as it means even more people will know about all of the other great services we provide – beyond what is available at our clinics.” ABOUT NEW ZEALAND POST TARGETED COMMUNICATIONS The New Zealand Post Targeted Communications team brings together direct and digital strategic marketing, data analytics, project and campaign management expertise under one roof to create a centre of excellence for 1-2-1 communications. Its goal is to make data-driven direct marketing easier for Kiwi businesses and ensure mail remains an effective media channel. Targeted Communications has begun introducing some exciting new solutions to market including new media and multi-channel marketing tools to leverage our extensive customer data and insight services. KEY CONTACTS 0800 DO DIRECT dodirect@nzpost.co.nz www.nzpost.co.nz/targetedcommunications • Fiona Woolley, Manager – Market Engagement, 09 367 9744, fiona.woolley@nzpost.co.nz
