University school of business
A SUCCESS STORY PRESENTED BY
Driving a 300% INCREASE in RESPONSE from New Students by Delivering Personalized Engagement with Innovative Enrollment Campaigns
The Challenge
A major public research university in the South, with a lengthy history of academic excellence, supports over 100 programs across eight different graduate schools. The University wanted to improve marketing programs to engaged adults who had demonstrated interest in attending.
With limited financial and people resources, the University needed a solution with measurable outcomes that leveraged technology so that staff would not have another program to manage.
The Solution
The University developed a multi-channel campaign to leads from purchased lists. The campaign included a lead magnet: a printed variable viewbook, customized for recipients. The campaign created mulitple opportunities to identify engaged leads.
The Sucessful Outcome
The integrated print and email campaign created successful measurable outcomes, tripling engagement and response rates. The viewbook response rate was higher because it gave the recipient more of a personal perspective on the school, helping individuals identify the specific things that appealed to them (classes, campus location, sports, activities, etc.). Due to this personal connection, the school saw an increased response for applications, as more students felt like the University was a good fit for them and they could clearly picture their futures there.