SW4 covers the area of Clapham. It is one of the more youthful postcodes with approximately 75% of it's population being under 44 years of age. Around 50% of the households are occupied by one-person or couples without children.
Clapham has historically been a working class area. Thanks to the affordable cost of housing and relative proximity to central London it has now had a large number of professionals moving in. It is well connected with both trains and the tube with easy access to Westminster, Chelsea, Vauxhall and other centres of the professional life in London. It neighbours on Battersea from the North, Clapham Junction from the West, Balham from the South and Brixton from the East.
The Northern most corner of SW4 leading up to the Stockwell station is a relatively densely populated area with aparment buildings and some council properties. This is one of the parts of SW4 that is not very appropriate for leaflet distribution. However if we focus on the area North of Clapham High Street and Clapham Common we will find neighbourhoods very much representative of some of the nicest parts of South London. There are many roads lined with Victorian Terraced houses and old beautiful town houses so emblematic of South London.
Clapham High Street is a very busy High Street with shops, businesses and cinemas.
Clapham Park covers the Southern part of SW4 is probably the most leaflet-friendly are in this postcode. It comprises of rows of streets with easily accessible houses in a sought-after area west of Clapham Common. We can still find some council housing here especially around Oakland Estate. These are however easy to identify and are automatically excluded from our mapping system.
Due to it's history SW4 is a complicated postcode to navigate. Beautiful old houses are located right next to housing estates from the 1970s. It requires real research to understand the situation on the ground in SW4 and create a system that can navigate it. We work with a variety of experts in this area which includes people studying 'The Knowledge of London', local residents and ex postmen.
We've spent an extensive amount of time breaking down this area and creating the most effective mapping system in the industry.
We always send maps of each area to our clients in the process of booking a campaign. We supply our clients a document with all maps and numbers that we use for our campaigns together with some recommendations for each drop. Our experts help guide our clients and explain which areas are appropriate for leaflet distribution and which are not. Businesses, council properties and inaccessible areas are automatically excluded from our system and this is reflected in the numbers of leaflets we ask our clients to provide us with. These are not based on crude estimates or official government household numbers. These methods are not useful in areas with a large percentage of difficult or impossible to access homes. We keep track of the numbers of leaflets coming back to us from all areas and thanks to this we are able to regularly update our system to reflect the situation on the ground as accurately as possible.