Stamps & Philately An overview of 10 years Youth Philately experience in Belgium Post Context Decreasing interest in stamp collecting amongst youngsters Youngsters write less and less cards and letters Collecting in general is not decreasing, but stamp collecting in particular decreases young people come hardly into contact with stamps Vision on youth philately Mission Statement To promote the pleasure of stamp collecting with young kids, more particularly at the ages 7 thru 12, in order to preserve the future of the hobby of Philately. Reason why The belief that the group of 8 to 12 yr old presents an option for the future because a juvenile passion is often found again in later adult life. Main strategies 1.Development of youth club Stampilou with specific product offer 2.Create positive experiences amongst youth that make them want to start/continue writing or collecting stamps 1. Big collector actions based on popular stamp themes 2. Contest for designing official stamps 3.School program: didactic brochures 4.Define best practices within philatelic clubs Stampilou Product Offer Special youth subscription, started in 2000 Product offer: Before 2008From 2008 onwards - Starterskit (club guide, magnifier, pincet, ) - Selection of stamp issues, incl protection sheets - 9 club magazines - 3 Stam & Pilou comics: optional - Price: 14/22 (depending on comics) - Starterskit (club guide, magnifier, pincet, ) - All stamp issues, partly cancelled, no protection sheets - 3 club magazines - 3 Stam & Pilou comics: included - Information cards for every issue - Price: 24,99 Stampilou Product Offer 2008 All stamp issues Starterskit Information cards per issue 3 Club Magazines3 Comics On top of that every new member will get a starters' kit to begin his collecting activities right away: Magnifying glass, tweezers, stamp album, club brochure,collector cards,, FDS and FDC with explanation card, etc. Stampilou main recruitment actions Advertising via magazine Philanews Member gets member Direct mailings: Based on demand of information via questionnaires (Selectpost) Families with kids Addresses collected via big collector actions (see later) Saint Nicholas action Leaflet actions in Post Offices Website Recruitment via sales fairs Stampilou the figures Number of collectors is decreasing 2008: start big collection actions, with no direct effect on subscriptions results on subscriptions from collection action in Q Revenue increase thanks to new formula Challenge future: increase profitability Decrease costs Increase n of subscriptions Main strategies 1.Development of youth club Stampilou with specific product offer 2.Create positive experiences amongst youth that will make them want to start/continue writing or collecting stamps 1. Big collector actions based on popular stamp themes 2. Contest for designing official stamps 3.School program: didactic brochures 4.Define best practices within philatelic clubs Smurfs (Schtroumpf) action Goals: Create positive collecting experiences, esp with youth Get prospects for subscriptions Promote writing/promote stamp sales Smurfs action overview Smurfcard (saving card) on which one had to stick 1, 4, 7 or 10 used stamps of the Smurfs. Chance to win a prize to start from 1 stamp, in combination with garanteed prizes from 4, 7, 10 stamps. Garanteed prizes : 4 stamps : Smurfs writing set 7 stamps : Smurfs writing set, comic book of Stam & Pilou 10 stamps : Smurfs writing set, comic book of Stam & Pilou, comic book of Smurfs Timing: from 29/09/2008 till 15/12/2008. Objectif : Smurfcards 84 subscr. Stampilou + 53 full subscr. Smurfs action - visuals Collection part Promote writing part Combination of push and pull is key Push stamp sales in distribution : internal communication to push Smurf stamp * best week: 58% of all self-adhesive booklets = Smurfs * from 12 November focus on X-mas stamp strong support of POS material Spreading of Smurf cards / huge communication : about 5 mio smurfs cards via : National door-to-door (4,5 mio) Philanews ( ) Stampilou-members (4.000 x 30 = ) Post Offices / PostPoints ( ) Fair : Boekenbeurs and Luxphila ing e-shop customers Campaign in media : Postemagazine Averbode: Zonneland, Zonnekind,.. Karrewiet (Ketnet) TV Smurfs actions: results > cards returned 85% collected 4 stamps or more Unique addresses: (Sometimes >1 participant) Participants younger than 14 y: Adult participants: (Parents & Kids) Status subscriptions: 151 Stampilou Subscriptions 24 adult subscriptions Follow up still to be done + strong increase subscriptions via Internet to be checked Impact on stamp sales difficult to measure, but > Positive impact on image stamp collecting Critical success factors 1)Combination push & pull Saving cards via retail network were most important source Push via retail, PostPoints, stamp shops, Put KPI on % of theme stamp vs other stamps 2)hype around theme Smurfs = OK. Delhaize supermarkets did a big campaign before ours started. 3)Planning of the capacity is crucial Data entry Sending of prizes 4) Follow up on addresses very important Our next action: Suske & Wiske / Bob et Bobette First 3D-movie on 21 July 2009 Savings action from April 6 till August 31,2009 Suske and Wiske savings card New: back of the stamp booklet refers to website collection contest Main strategies 1.Development of youth club Stampilou with specific product offer 2.Create positive experiences amongst youth that make them want to start/continue writing or collecting stamps 1. Big collector actions based on popular stamp themes 2. Contest for designing official stamps 3.School program: didactic brochures 4.Define best practices within philatelic clubs School contest: Design an official stamp! Primary goals Increase awareness/interest for special stamps amongst kids Get stamps into school program (see later) Create buzz around stamps Secondary goals Increase awareness/penetration Stampilou & Mystamp Presence of kids at Antverpia 2010 School contest: Design an official stamp! Target group: primary schools Winning stamps are included in 2010 program, with issue on Antverpia 2010 5 visuals = 5 winners Theme = kids and nature In line with school program 2010 Timing: Teaser : June 2009 Launch : September 2009 Results : January 2010 Stamp issue : April 2010 Communication: Direct Mailings to: Schools Stampilou Members Respondents Smurf and Suske and Wiske action Inserts in professional teacher magazines School contest: Design an official stamp! Prizes: individual and collective Individual winners: Own stamp design Free subscription Stampilou Winning classes (= schoolclasses of individual winners): School trip to Mechelen printing + Zoo To be checked : voucher for free energy Important to have attractive prizes in order to get push effect via schools All participants Can make their stamp design via Mystamp Selection/jury: combination of professional jury and public Voting site create buzz Main strategies 1.Development of youth club Stampilou with specific product offer 2.Create positive experiences amongst youth that make them want to start/continue writing or collecting stamps 1. Big collector actions based on popular stamp themes 2. Contest for designing official stamps 3.School program: didactic brochures 4.Define best practices within philatelic clubs Didactic brochures Objectives: Stimulate and facilitate writing by offering didactic tools Promote usage of stamps as didactic tool How: 1 didactic brochure per age level Content adapted to school program Timing: september 2009 Communication: DM towards schools Via internet Main strategies 1.Development of youth club Stampilou with specific product offer 2.Create positive experiences amongst youth that make them want to start/continue writing or collecting stamps 1. Big collector actions based on popular stamp themes 2. Contest for designing official stamps 3.School program: didactic brochures 4.Define best practices within philatelic clubs Define best practices within philately clubs Context: Philately clubs have difficulties in attracting new members Local initiatives are taken, but there is no national view, no communication of learnings Objectives: Optimize efforts philately clubs to attract youth Increase their efficiency How: Collect information from local initiatives lead by Pro-Post (Belgian Association for Development of Philately) Organize work meetings with regional responsibles through Pro-Post GOOD LUCK TO ALL!!!