Integrated Cross-Media Campaign

TARGET AUDIENCE

Prospects who met the ideal Institute student profile.

BACKGROUND

This world-renowned Institute was looking to simplify the in-house application process by driving students to apply early and online as well as by speeding up the admissions response once a prospect showed interest. Also important was the goal to decrease the cost per acquisition.

SOLUTION

Instead of sending a large packet of materials which included a static viewbook and printed application (total approximate cost to produce and mail $7.00 per piece), an integrated cross-media campaign was developed which included a customized variable mailer. Text, counselor information, and imagery all changed based upon previously collected data. The mailer directed each prospect to a personal URL where they could respond and apply online. This piece also coincided with an e-mail blast containing similar graphics and the same PURL. Individual counselors could track all activity and follow up with prospects who had not yet responded. All non-responders received a follow-up e-mail a few weeks after the initial mailing and e-mail. Then, two weeks before the end of the campaign, a customized postcard was sent to all remaining non-responders.

RESULTS

• 19.1% response rate
• Applications increased by 69% from the previous fall. This pool of applicants never received a viewbook.