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1 Zoom in Precision newsquestdirect.com

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Zoom in Precision

newsquestdirect.com

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  provide niche products and services?

  have strictly defined customer characteristics?

 have multiple offerings to different target markets?

 want to find new ways of reducing your carbon footprint?

 find the cost of direct mail increasingly expensive?

newsquestdirect.com

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newsquestdirect.com

Introducing

a targeting tool that is up to 10 times more powerful than conventional postcode sector targeting which…

….identifies and profile clusters of approximately 200 households within a postcode sector using our ‘zoominology technology’ and is…

…available across the Newsquest distribution network and can therefore be applied to millions of households

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What is it? ZiP is a means of targeting campaigns at each individual distributors

round level of approximately 150to 200 households giving you over 10 times the targeting power than an average postal sector targeted campaign

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Round No: 23A22 Publication: CONGLETON GUARDIAN

Postcode Sector: ST 7 2

Postcode Street Range Del Points Do Not Deliver ST 7 2LN ASHMOORS LANE 1-49, 2-4 24 ST 7 2LT SANDBACH ROAD SOUTH 7-37, 4-46 18

ST 7 2NA FIELDS ROAD 1-69, 2-60, PLEASE PUT PAPER FOR NO.34 IN THE BOX UNER THE POSTBOX 62 No.42

ST 7 2NB GREENFIELDS DRIVE 1-7 4 ST 7 2ND FIELDS CLOSE 1-19, 2-24 22 No.2 ST 7 2NE FIELD WAY 1-13, 2-14 14 No.4 ST 7 2NF LEA WAY 1-7, 2-6 7

Total 151

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How does it work?

A Mosaic Group or Type is assigned to each postcode within a round allowing a profile of each round to be produced

A round ranking of the target within the chosen geography will be produced which will show each of the rounds along with the penetration and index of their chosen target

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Target Mosaic Types Zo

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NQD Cheshire Centre Rounds Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53

Round Number PC Sector

Del Points that are Chosen Mosaic

Round Total Penetration

UK Penetration Index

18908 L 35 0 124 124 100% 17.86% 560 17A13 WA14 2 269 269 100% 17.86% 560 17D34 M 33 3 145 145 100% 17.86% 560 17C34 WA15 9 137 137 100% 17.86% 560 17A24 WA14 3 134 134 100% 17.86% 560 17D30 M 33 3 134 134 100% 17.86% 560 17C32 WA15 9 132 132 100% 17.86% 560 17A38 WA14 4 130 130 100% 17.86% 560 23A09 ST 7 2 126 126 100% 17.86% 560 21B11 WA 4 5 149 149 100% 17.86% 560 18959 L 34 2 125 125 100% 17.86% 560 23A33 ST 7 2 152 152 100% 17.86% 560 17D04 M 33 2 122 122 100% 17.86% 560 21C33 WA 4 2 121 121 100% 17.86% 560 23C25 ST 8 7 118 118 100% 17.86% 560 17C01 WA15 0 115 115 100% 17.86% 560 17A39 WA14 4 111 111 100% 17.86% 560 17C33 WA15 9 111 111 100% 17.86% 560 17C28 WA15 9 108 108 100% 17.86% 560

Round Ranking Report

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What are the benefits? So we know what it is, but what are the real

benefits?

  Target real prospects  Minimise wastage   Reduce volumes and campaign costs  Delivery to households that may not have

otherwise been targeted   Increase the relevance of your message by

versioning your leaflet according to the characteristics of each round in a postal sector.

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And all this means… Zo

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Increased return on investment

Improved carbon footprint

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An example Targeting by postcode sector provides an overall index for each of the sectors.

The diagram below shows that sectors v and z have a high index (denoted by the colour red) where as sectors w, x and y have a lower index. Therefore, sectors v and z would be selected for distribution, a total of around 4,031 households, whilst sectors w, x and y would be omitted from the schedule.

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PC Sector Ranking Postcode Sectors Ranked by an Index of Mosaic Types A1 to A5, C15, E28-32, J52-53

newsquestdirect.com

Postcode Sector Target Base Penetration UK Penetration Index

V 612 2,709 22.59% 18.04% 125 Z 243 1,322 18.38% 18.04% 102 X 626 3,578 17.50% 18.04% 97 W 124 1,352 9.17% 18.04% 51 Y 171 3,414 5.01% 18.04% 28 Total 1,776 12,375 72.65% 18.04% 403

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Now, take the same target group but target by using ZiP. The diagram below illustrates the same sectors but this time they have various colours representing the index of each round within each of the sectors. So a total of 10 rounds will be selected in sectors v and z, a total of 2,098 households. This is approx 1,900 less than the volume required for postcode sector targeting. More interestingly, a total of 9 rounds, 1,991 households would be selected in sectors w, x and y which would not have been included at all by targeting at postcode sector level.

And now with

This example is based only on five postcode sectors. Imagine the benefits when utilising the entire Newsquest Direct universe of 5.5 million homes.

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Number PC Sector Del Points that

are Chosen Mosaic Round Total

Round Penetration

UK Penetration Index

CHEL23B40 X 145 216 67.13% 18.04% 372 CHEL23C15 Y 157 249 63.05% 18.04% 350 CHEL23B37 X 82 133 61.65% 18.04% 342 CHEL23A06 Z 94 154 61.04% 18.04% 338 CHEL23B33 X 95 186 51.08% 18.04% 283

↓ ↓ ↓ ↓ ↓ ↓ ↓ CHEL23A03 Z 34 159 21.38% 18.04% 119 CHEL23B01 W 61 309 19.74% 18.04% 109 CHEL23B19 V 37 200 18.50% 18.04% 103 CHEL23B18 V 47 267 17.60% 18.04% 98 CHEL23B12 V 26 174 14.94% 18.04% 83

↓ ↓ ↓ ↓ ↓ ↓ ↓ CHEL23B05 W 0 174 0.00% 18.04% - CHEL23B07 W 0 159 0.00% 18.04% - CHEL23B03 W 0 150 0.00% 18.04% - CHEL23B04 W 0 150 0.00% 18.04% -

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Summary

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If you worked to an Index above 100 for this example you would have the following results

No. sectors Target HH Total HH Target

Penetration Index

Sector Level 2 855 4,031 21.21% 118

ZiP 5 1,612 4,089 39.42% 219

Universe 5 1,776 12,375 14.35% 80

For a similar number of deliveries:

• ZiP visits more postcode sectors

• ZiP reaches 89% more target households

• ZiP returns a higher penetration & therefore a higher index in the profiled area (91% of target households vs 48% at sector level)

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Contact Details

 Newsquest Direct   St Johns House, St Johns Road,

Stourbridge, West Midlands DY8 1EH   01384 444944

[email protected] newsquestdirectmidlands.co.uk

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Why not put a little into your campaign