Campaigns
Three drops. Three different streets.
Same print and delivery. A garage sale wants Thursday and four blocks. A salon wants a month of walk-ins. A listing wants houses inside a kilometre. The campaign is the shape, not a city-wide blast with a different headline.
Thursday
Garage sale
Neighbours who can walk over. The piece is a postcard: one offer, a date, an address they already know. Four blocks is enough. City-wide would be a waste of ink, and a flyer would be more paper than the sale needs.
01
Monday
Design the card. Date, address, one price. Nothing that needs a fold. If it takes more than a glance on the kitchen table, it is the wrong format.
02
Tuesday
We print 600. The carrier already walks those streets. No list to upload, no names to scrub. The quantity is the doors inside four blocks.
03
Thursday
Out before the weekend. Neighbours see it on the kitchen table, not in a feed they already skipped. Saturday is for the sale, not for discovering it exists.
On the card
Date, hours, street, one line about what is for sale. A map is optional. A paragraph is too much.
Skip
Apartments across town. A brochure. Anyone who would need to drive twenty minutes.
Most common
Cafés & salons
The catchment is the business. People who already live close enough to walk in for a cut or a coffee. A flyer holds a menu or a service list long enough to sit on the counter at home for a month, which is why this is the drop people book most often.
Cover the whole catchment, skip the rest of the city. Include houses, apartments, and the strip if that is who walks in. A postcard is too small for a menu. A brochure is more than a coffee shop needs.
- Keep
- Houses, apartments, the strip
- The doors that can become a walk-in this month. Count them apart so you can see the mix, then keep all three.
- Skip
- The rest of the city
- Anyone who would not walk. A city-wide flyer is a print run for people who will never sit in the chair.
Week 1
The flyer lands. Menu or services on the counter at home.
Week 2
Walk-ins from the closest streets: people who already pass the door.
Week 3
Still on the table. A postcard would already be gone. A flyer has room to stay.
Week 4
The month the catchment was paid for. Then you draw again, or you don't.
1 km ring
Just listed
Owner-occupied houses only. Rentals do not come to the open house. A brochure has room for photos, a floorplan, and the Saturday time, enough to leave on the kitchen table instead of a feed.
Draw the ring, then cut.
One kilometre around the listing is the catchment neighbours will actually visit. Inside that ring, keep houses, skip apartments. The print run is 1,200 doors, not every mailbox the carrier happens to walk.
Houses
Kept
Apartments
Skipped
On the folds.
Photos on one panel, the floorplan on another, Saturday hours and the agent on the last. A postcard cannot hold a listing. A flyer can, but it will not sit on a table the way a brochure does.
Brochure · 1,200 doors · 78¢
$936
Price this dropWhich streets?
If the offer is a date this week, it is a postcard. If people already live close enough to walk in, it is a flyer. If they need photos and a floorplan, it is a brochure, and houses only.
The three, at a glance.
Same print and delivery. Different doors, different paper, a different skip.
| Garage sale | Cafés & salons | Just listed | |
|---|---|---|---|
| Format | Postcard | Flyer | Brochure |
| Shape | Four blocks | Whole catchment | 1 km ring |
| Keep | Walking neighbours | Houses, apartments, shops | Owner-occupied houses |
| Typical | 600 · $252 | 4,000 · $2,200 | 1,200 · $936 |
Garage sale
Postcard · four blocks · 600 doors · $252
Cafés & salons
Flyer · catchment · 4,000 doors · $2,200
Just listed
Brochure · 1 km ring · 1,200 houses · $936
What not to book.
A city-wide blast with a local headline. A list you bought last year. A brochure for a garage sale, or a postcard for a listing. If the people behind the door cannot walk in, or will not come to the open house, they do not belong in the print run.
Timing examples (Thursday, Saturday, a month of walk-ins) are how these drops are usually scheduled, not a lock on a carrier calendar. Price the shape first, then we confirm the walks.
Price a delivery