Metropolitan Washington Council of Governments

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Metropolitan Washington Council of Governments

• PRIZM Target Analysis Review
• October 15, 2003

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DC Zips Red is HOT, Blue is NOT
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Map Review

• Red is HOT, Blue is NOT
• Quintile 1 389,031 HHs/100 ZIP codes/Mail Qty
  338,145
• Quintile 2 394,261 HHs/69 ZIP codes/Mail Qty
  330,914
• Quintile 3 395,015 HHs/65 ZIP codes/Mail Qty
  332,768
• Quintile 4 386,228 HHs/48 ZIP codes/Mail Qty
  314,620
• Quintile 5 394,8071 HHs/46 ZIP codes/Mail Qty
  295,159

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To Households With Children
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To Households Without Children
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Response Vehicles
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Results
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Add a Third Response Vehicle
Include an application in the mailing. Add more
punch with - Descriptive, benefit-oriented
personally addressed letter - Partially
filled out application - A postage-paid return
envelope
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Postcard vs. Self-Mailer
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Potential Test Cells

• Feet Mother w/ Child
• (without Family) (with Family)
• Postcard Self-Mailer
  Postcard Self-Mailer

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To Households Near HOV Lanes
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New Test Structure
Postcard
Postcard
Self
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Mailer
Self
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Mailer
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Test Structure and Cell Breakdown