A local college wanted to target prospective students in the area to educate them about their school, curriculum and scholarship program. Given the fact that many high school seniors receive printed materials daily from colleges, they wanted a marketing campaign that would stand out from the crowd and provide a creative, yet simple way to gain feedback from interested students.
Our team worked with their marketing department to design a four-color variable data print piece that included a Personal URL (PURL), http://JohnSmith.localcollege.edu. This PURL drove this perspective student to their own personal landing page that mirrored the printed piece and the College’s website design. The prospective student was guided through four personalized web pages that educated them about the college and their scholarship program. They also asked them specific questions regarding their major of interest, extracurricular activities, plans on attending an open house and preferred method of contact.
All of this data was captured within our back end-reporting tool where detailed reports can be created in real-time. The data is presented on both campaign and individual levels, giving you, the marketer, the ability to follow-up with interested students in unique and meaningful ways. This college garnered a double-digit return on this multi-channel marketing campaign providing them a greater opportunity of converting these high school prospects into this year’s freshman class.
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