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We recently completed a Leaflet Distribution of more than 100K over a number of different locations for JP Mackie Pharmacy, an independent pharmacy with various locations in Glasgow and Lanarkshire.
The reason that the distribution was so large was that they have pharmacies in six locations: Moodiesburn, Cardonald, Bearsden/Drumchapel, Shawlands and Giffnock.
The purpose of the leaflet was two-fold. Firstly they wanted to promote their free prescription delivery service, as well as a weekly pill box. Secondly they wanted to raise awareness of their pharmacies with residents in the local communities.
The Design & Print Challenge
Prior to distributing the leaflets, we also designed and printed them. The design was fairly unique and quite challenging since while the overall design was the same for all of their pharmacies, each one had to be ‘personalised’ for each area with a different address and, more importantly a list of the most code sectors into which they provided the home delivery service.
The leaflets were printed on heavy 350gsm stock which was quite unusual for the type of job but showed that our client was keen to represent the quality of service that they provide by using high quality print stock.
The Leaflet Distribution Challenge
In terms of leaflet distribution this was a fairly straightforward job as the leaflet was to be distributed to all residences in the selected areas. The most challenging aspect of the job was that our client wanted to cover all of the areas over the time frame from June to September in a random order. This meant that we have to manage the job very carefully to ensure that all of the areas were completed.
In addition, since the leaflets were area-specific we had to be very careful to ensure that the correct leaflet was delivered to the correct area.
Identifying Areas for the Leaflet Distribution
We worked with our client to identify the postal districts in the North and South sides of Glasgow, as well as well as in North Lanarkshire that were most appropriate for their shops. Once these areas were agreed we used our specialist software to determine how many houses were in each of the postal sectors.
These areas were selected based on the postcode sectors where they offer their free prescription delivery service.
Managing the Leaflet Distribution
Since this was a large number of leaflets spread over a reasonably long period of time, the management of the job was critical to the success of this leaflet distribution. Our GPS System was invaluable to this process as it enabled us to clearly monitor all of the areas distributed to on an on-going basis, thereby allowing us to identify the areas that had been completed and, therefore, the remaining areas.
These GPS maps were also used to check the accuracy of the distribution, ensuring that all of the streets within the distribution areas were completed.
Managing Reporting
Since the areas were being distributed to in a random order, we decided to use a new method to keep out client informed of progress. Our normal method of e-mailing distribution reports would not have worked as we would have to have sent too many, too often. To solve this problem, we created a secure area on our website into which updates of the the progress reports were saved on a regular basis. This enables our client to check on the progress of their job whenever they wanted to.
The Outcome
Our client was extremely please with the quality of our leaflet distribution and with the result as they saw a significant increase in the number of people using their pharmacies and their prescription delivery service.
