Pre-broadcast brochures alert viewers to your broadcast date, drive users to your Web site, and (if you choose) generate orders for your print materials, videos, or other resources. They can include information about the program or series, your Web site, your community-based activities or national partners, your educational materials, and video ordering. They can also include an order form for a teacher's guide or community action guide.
Using a pre-broadcast brochure to generate orders for, say, a free teacher's guide has pros and cons. The pro is that you don't have to print as many guides, thereby saving money. The con is that you don't know how many orders you will get, making it more challenging to budget accurately. Direct mail of this sort traditionally gets a 1 to 2 percent response rate. Free offers of PBS-related materials, however, often generate about a 10 percent response rate, even higher for hot properties like Arthur, so plan accordingly. If your brochure includes an order form, include money in your budget to cover data entry. Alternatively, you can send people to an online order form on your Web site to avoid these costs.