Direct Marketing Customer Stories Case Studies Direct Marketing Customer Stories

Case Studies in Direct Marketing Education Case Studies in Direct Marketing

Education Today’s tech-savvy students, and increasing competition in recruitment is driving a change from traditional methods, in two key areas: Streamlined admissions procedures, such as pre-completed personalized registration forms, as well as a quick response promise A more “human” or personal experience, through targeted, personalized messages and multichannel campaigns: Images and content tailored by gender, geography, etc. Feature courses and other elements that are directly relevant to the student’s interests Reenrollment campaigns for continuing education include customized catalogs referencing previous coursework and highlighting relevant follow-on courses These new methods are allowing institutions to track specific student behavior to predict likelihood of enrollment

Remington College Personalized Course Catalog Program objectives Respond to online queries with targeted personalized catalogs Send potential student with only the information they need Provide updated printed course schedules Reduce print, inventory and storage costs Target audience Potential students requesting more information Key messages Remington College responds to your requirements Remington provides the timely information you need Remington College cares about the environment

Remington College Personalized Course Catalog Implementation The solution included print and online elements Web-to-print functionality used to request print jobs Personalized online information integrated into catalog Tri-fold mailer sent with personalized images and messaging. Personalization Print collateral personalized by: Student name Degree program Nearest campus location Degree requirements register for campus tour Address block

Remington College Personalized Course Catalog Results The campaign resulted in better results and lower costs 3,538 catalogs delivered 54 new student registration 9.6% increase in directly recruited students Impressive ROI based on: Avg acquisition cost of $86.35 per student Avg revenue of $11,608 per student

Robert Morris University Cross -media Recruitment Campaign Program objectives Increase student enrollment Enhance effectiveness freshman recruitment drive Increase the number of high-quality leads Increase the overall number of applications Reduce acquisition cost per student Target audience Over achieving high school graduates Key messages Scholarships available for qualified students We offer the majors and courses you want You are invited to our open house to see for yourself

Robert Morris University Cross -media Recruitment Campaign Implementation The solution included print and online elements Leverage multiple touch point campaign to ensure follow up Send personalized mailer to potential recruits Drive perspective students to RMU personalized landing pages and social media channels Provide sign-up for campus or personal visit days and promote online application Follow-up with personalized email Measure results with online analytics Personalization Print collateral personalized by: Name and address Exam taken (SAT or ACT) Degree program Scholarship amount offered Athletic interest Residency Gender

Robert Morris University Cross -media Recruitment Campaign Results The campaign resulted in significantly more recruits at a lower cost Response doubled In the first year of the campaign Conversion rate of prospects into inquiries increased by 79% Overall student acquisitions costs decreased by 56% Student enrollment up by 6.1% since start of the campaign

Oakland University Cross -media Recruitment Campaign Program objectives Integrate all marketing initiatives with a centralized management system Determine which channels deliver the best results Track all initiatives to establish the most effective way to recruit new students Target audience Existing students Past students Prospective students Total target of ~90,0000 recipients Key messages Fast track your career Register for the summer session Learn more from your personal web site

Oakland University Cross -media Recruitment Campaign Implementation The solution included print and online elements List purchased of prospective recruits in addition to existing database of past and present students Emails sent every 2 weeks Jan-Jun based on program interests Personalized postcards were sent to existing, past, and a purchased list of prospective students. Personalized URLs and MS tag 2D barcodes were included as response mechanisms. Cross media campaign included: Email, postcards, PURL, movie ads, SMS response and social media Personalization Images based on program interest and student gender Information regarding the major indicated by the student Student name and address Personalized URL

Campaign incorporates multiple channels: mail, pURL, Youtube video… Salem College Salem College is a private liberal arts college for women Campaign incorporates multiple channels: mail, pURL, Youtube video… Invitation Mailer Situation and program objectives: The admissions department at Salem College wanted to generate and qualify leads, and encourage prospects to take part in the college’s Spring Visit Program Target audience and list The target audience for this campaign was 80,000 sophomore and junior high school girls (purchased list from the College Board). Key message: Start the college search process early. The messages of the campaign, “How will you change tomorrow?” and “Shine” continued themes from previous admissions campaigns Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Personalized Landing Page Salem College Personalized invitation mailer driving recipient to a pURL pURL includes a survey on academic/ extracurricular interests, information about Spring Visit Day, and a link to a trailer video about the college Follow-up email with link and password to an extended video, and option to view 5- minute video on YouTube Customized brochure, mailed the following day Handwritten thank-you note from admissions counselor Postcard and email with information on Spring Visit Day Personalized Landing Page Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Salem College Response Brochure Customized by ethnicity Customized based on answers provided to survey Response Brochure Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Salem College Results Response rate of 4.4% (visited PURL) – a 303% increase compared to the previous year’s response rate 47% of pURL visitors completed the survey 20% of pURL visitors requested additional information about the Spring Visit program Spring Visit attendance increased by 46% from previous years Eliminated manual labor required from admissions staff Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Little Rock Catholic High School Little Rock’s Catholic High School (CHS) is a private all-boys school founded in Arkansas. Situation and program objectives: Create added awareness of the CHS Alumni Association Increase membership in the alumni association Update alumni contact information Solicit donations Target audience and list The target audience was the 4300 alumni of CHS Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Little Rock Catholic High School Year of graduation Personalized detention notice pURL Key messages A humorous/nostalgic campaign, asking for donations. Contributions received gifts: $100 — CD of a tribute show from the local radio station. $250 — Tribute CD and had their detention records destroyed. $500 — Alumni also received a signed autograph from the school’s rector. Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Little Rock Catholic High School Results Unique visits to pURLs: 584 (14%) Completed surveys: 241 (41% of pURL visitors) Number of donations : 122, over half of these were made online Total new alumni memberships acquired: 136 Total donation amount: $13,000+ Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

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