Direct Mail Nursing Product

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Direct Mail Nursing Product

• Janet DeGeorge, President
• www.ClassifiedExecutiveTraining.com
• Managing Partner, VideoJobShop.com

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Whats this all about

• Many of the US industries are facing layoffs.
• Many of these layoffs are in the area of
  newspapers bread and butter employment ads.
• But not all industries are facing a downturn.
• Its up to each newspaper to aggressively pursue
  advertising where employment is still, well,
  booming. And it doesnt have to be confined to
  your circ area!
• If you are depending on your online employment
  partner to save you, then you will wait forever.
  They cannot help you in your local market, only
  you can.
• You have to boldly embrace new ideas and bring in
  the revenue.

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So Why Nursing?

• Look at the USAs unemployment rates on the next
  chart. Hospitals need your help to hire nurses!

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Within Hospitals, unemployment is down to 1.4
(www.bls.gov)
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January 2006 through May 2008
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Why Nursing continued

• Newspapers who do not take advantage of the
  basics of Supply and Demand are not doing
  everything to drive revenue to their newspaper.
• For Hospital workers, especially nurses, the
  demand is high, the supply is low. They need you
  to get their positions out to passive job
  seekers. And they are generally not newspaper
  readers.
• Lets look at the positions we are talking about
  and how they stand on a national basis.

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How do we reach this passive job market with high
demand

• Non traditional ways
• Direct mail product
• Direct online product
• Aggressive video campaign for younger nurses
• A broader net, reaching out beyond your
  circulation area.
• Lets look at one great success stories

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www.NursingMattersOnline.com

• A product of the Capital Journal, Madison,
  Wisconsin

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Whats the deal

• Direct mailed to 59,000 nurses in Wisconsin. They
  certainly didnt stop at Madison!
• Board of medical editorial contributors
• Key sales rep for many years who is on top of
  every sale and is knowledgeable about the medical
  industry.
• Beautiful online product.
• I urge you to study this online product, its
  fabulous.
• www.NursingMattersonline.com

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Editorial board of industry experts
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Direct Mail, calculating costs, setting Rates and
Revenue Goals

• Its all easier than you think

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Where to get Direct Mail Lists

• First try your state nursing association. This is
  also a great place to line up editorial
  contributors
• For a nice list of state associations go to
• http//www.allnursingschools.com/faqs/boards.php

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Other Direct Mail lists Most reliable

• www.Infousa.com
• Email John Baker for information at
• John.Baker_at_infoUSA.com
• Info USA is the most trusted of sources, used by
  the US Government for much of their employment
  data

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The Details

• Once a month publication
• Target Every hospital clinic in the state
• At least 10,000 on the mailing list, even it
  takes surrounding states or outside of your circ
  area.
• Get buy in from your local hospitals.
• Make certain you have a star sales reps who will
  maintain the accounts.
• Sell 12 month contracts.
• At what rate?

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Consider your costs first

• Direct mail list, usually at 10-15 cents a name,
  the list is good for at least a year.
• Once a year List Cost for 10,000 names
• 1000-1500.
• Consider printing cost of 16 page tab on your
  presses, 10,000 copies.
• If you dont have an in-house mailing company,
  price local ones, they are cheaper than you think
  and do all the dirty work. They will walk you
  through the process.
• Mailing rate depends on the weight. But this is
  the bulk of your cost to be charged against
  revenue.

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US Postal Service has loads of info at

• http//www.usps.com/directmail/welcome.htm

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For Your Exact Rates, Bring a Prototype to the
Post Office
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Once you know your cost

• Add your sales rep commission.
• Double all of the cost. That is your revenue
  target.
• Sell Ads by Module size (8ths, quarters, half,
  fulls).
• Your total available pages dedicated to ads
  should add up to your revenue goal, priced at
  your full page rate.
• Remember, your full page is your cheapest rate,
  so if you end up selling more quarters than
  fulls, its only more revenue.
• Just an example
• Full Tab Page 5000, page worth 5000
• Half Page 3500, page worth 7000
• Quarter Page 2500, page worth 10,000

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The Package they Cant refuse

• Your Beautiful Direct Mail Product
• Your Online Product
• Your Sunday Employment Section
• Your Online Video Product

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A great looking direct mail product
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A unique section in your Sunday Employment
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At least a basic online product

• It will take time to get to this level

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Need a website right away, for the icing on the
cake, reach those new nurses withVideo

• www.VideoJobShop.com
• Click on Healthcare

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Hospitals are making GREAT VIDEOS to help them
reach passive job seekers!
Sign up for Video Job Shop.com Call me
602-717-7473 or email janetdegeorge_at_classifiedexe
cutivetraining.com
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