AARP is going after the Hispanic senior market with a mid-seven-figure initiative.
This year, 4 million of AARP’s 130 million direct mail solicitations will be sent to Hispanic seniors, using a bilingual control package that beat the organization’s national control by 20%. Previously, the group mailed much lower numbers to this segment.
AARP has plenty of room to expand in this market. When the company did an initial database audit, it found that only 16% of U.S. Hispanics over age 50 were members.
Another program aimed at signing up older African Americans is being expanded from 1.8 million pieces last year to 2.5 million pieces in 2003. This effort will focus more on prospect targeting and less on a total overhaul of the creative.
The new Hispanic control package followed several failed creative tests, including a
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