1Find over 300 other case studies on digital print applicationsat www.podi.org/casestudy.© 2008, Caslon, a PODi Affiliate....
University of La Verne Gives Prospective Students 100 Ways to Get Involved2Project:                          University of...
3DescriptionULV (the University of La Verne) had an identity problem. It was constantlybeing confused with UNLV (the Unive...
University of La Verne Gives Prospective Students 100 Ways to Get Involved4EMG had recently completed a similar project wi...
5At the core of the campaign was the desireto market to individuals, not to the masses.They wanted to create user-determin...
University of La Verne Gives Prospective Students 100 Ways to Get Involved6Every brochure has a corresponding, full-color,...
7Client                    University of La Verne                          www.ulv.edu                          Founded in...
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Case Study #2: University of LaVerne - Writing Sample

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Case Study #2: University of LaVerne - Writing Sample

  1. 1. 1Find over 300 other case studies on digital print applicationsat www.podi.org/casestudy.© 2008, Caslon, a PODi Affiliate. Terms of Use: PODi members candistribute the case study in hard copy form or may post up to two casestudies on their Web site as long as PODi is attributed as the source and alink to www.podi.org/casestudy is provided. Mass distribution or otherusage is restricted as defined in the Terms of Use on www.podi.org. © 2008 PODi, the Digital Printing Initiative www.podi.org Best Practices in Digital Print Case Study
  2. 2. University of La Verne Gives Prospective Students 100 Ways to Get Involved2Project: University of La Verne Gives Prospective Students 100 Ways to Get InvolvedVertical Market: EducationBusiness Application: Direct Marketing/Lead GenerationLocated in a bustling, small city on the outskirts of Los Angeles, theUniversity of La Verne needed a way to publicize its unique location andexcellent educational value. Additionally, it sought to distinguish itself fromthe University of Nevada, Las Vegas (UNLV), an institution often confusedwith ULV because of their similar initials. Lacking marketing materials thatspoke to prospective undergraduate students, ULV called for a tightlybranded, cost-effective campaign that would help its audience gainawareness of the University and ultimately increase enrollment.Program Objectives• Understand and condense what distinguishes ULV and its offerings from competing universities• Determine who prospective students really are and what they want from their university, then craft a message that they will respond to• Deliver the message in a manner students will find value in• Establish a continuing process to generate leads and collect data on prospective students; give them relevant information in a timely mannerSignificant Results Reported by User• Established strong messaging that enhances all university communications and distinguishes ULV from the competition• Improved students’ experiences by giving them what they want, when they need it—with highly personalized, user- determined communications• Program is still new, but appears to be generating about a 5% response rate to the initial contact—an e-mail blast that directs students to a microsite where data are collectedBest Practices in Digital Print Case Study www.podi.org © 2008 PODi, the Digital Printing Initiative
  3. 3. 3DescriptionULV (the University of La Verne) had an identity problem. It was constantlybeing confused with UNLV (the University of Nevada, Las Vegas) and peoplewere missing the unique characteristics of a great, small university: awonderful location, excellent educational value, dedicated educators, and acommitted student body. ULV’s marketing materials lacked cohesivemessaging and didn’t work together effectively. ULV needed new,memorable branding and a comprehensive marketing plan to raiseawareness and increase enrollment. And, of course, it had a limited budgetto work with.The University’s key decision makers understood that the most importantelement in a successful solution would be a firm conceptual foundation.Their plan needed to be grounded not only in knowing what makes ULVunique and distinguishes it from other small private institutions, but also inunderstanding what prospective students wanted from their education.They knew where they had to start but needed to find the right partners totake the journey with.They found a great partner in Earthbound Media Group (EMG). ULV’sAssociate Dean of Admission, Ana Liza Zell, met the EMG team at aconference and quickly realized that she had found an unusual group. EMGnot only had world-class creative talent, it also understood marketing for thehigher education market and had technical programming expertise in-house: the perfect combination for creating a successful integratedrecruitment campaign.© 2008 PODi, the Digital Printing Initiative www.podi.org Best Practices in Digital Print Case Study
  4. 4. University of La Verne Gives Prospective Students 100 Ways to Get Involved4EMG had recently completed a similar project with Columbia University’sTeachers College. EMG knew that the success of this new campaign wouldturn on having a great printer on board—and it found one in Entremedia.(Also vital to the team for the branding portion of the project was RichardHarrison Bailey/The Agency.)With its team assembled, EMG next developed a plan that would takeadvantage of the newest 1-to-1 marketing tactics, beginning with aDiscovery Phase. As Ana Liza explains it, “We needed to take a critical look atwhat we thought of ourselves, and then compare it to what others thought ofus. And it didn’t always match up.”The Discovery Phase included focus groups and interviews with ULVstudents to find out what had led them to the school and what wasimportant to them about the ULV experience. The results? Students liked theatmosphere of a smaller school where they were recognized as individuals.The school’s location was very desirable. And it was important to be in aplace where they could be involved 24/7, during all facets of their lives—academic and extracurricular.After digesting the information from these focus groups and interviews, theteam proceeded to work on developing the theme— “InvoLVed” —and a newlogo, which is currently used in ULV’s branding. The invitation to “getinvolved” was chosen as the overarching direction for all parts of therecruitment marketing.Best Practices in Digital Print Case Study www.podi.org © 2008 PODi, the Digital Printing Initiative
  5. 5. 5At the core of the campaign was the desireto market to individuals, not to the masses.They wanted to create user-determinedcommunications and give students only theinformation they really wanted, not confusethem with hundreds of pages ofdescriptions of courses and majors theywere not interested in.They knew that they had a uniqueadvantage in collecting data that wouldmake relevance possible—their targetaudience wanted the information. All theyhad to do was drive people to the collectionsite and then ask the right questions.Earthbound Media Group built a recruitingmicrosite for ULV: www.ulv.edu/involved.The site promotes the theme “100 Ways to Get InvoLVed,” which includes avirtual tour of the ULV campus featuring a “day-in-the-life” type ofstreaming video based on student diaries, as well as quick facts, links, and aninteractive form for requesting more information. Requestors fill in the form,and are promised a customized, full-color brochure that will be mailed tothem within 7 to 10 days. (The audience is initially driven to the micrositewith “InvoLVed” e-mail blasts sent to purchased lists.)The collection form information is automatically saved in a .csv format andforwarded to EMG, where it is downloaded every two weeks and sent toEntremedia. There, a custom back-end software program maps out all thevariable elements in XMPie, populates the template with correspondingcontent, automatically creates and RIPs high-resolution PDF files, and thenqueues these PDFs for printing on the iGen. The job isn’t touched until anoperator gives the go-ahead to print.The customized brochure? EMG designed an eight-page brochure and viewbook, personalized and customized for every student. It features photos ofreal students involved in classes and activities in and around ULV. The coverphoto is even variable based on the recipient’s gender.Besides being personalized, each brochure features variable content andimages specific to the requested major (there are eighteen possible majors),the chosen extracurricular activity interests, relevant examples of how to getinvolved, plus current deadlines and a map of the southern California area.© 2008 PODi, the Digital Printing Initiative www.podi.org Best Practices in Digital Print Case Study
  6. 6. University of La Verne Gives Prospective Students 100 Ways to Get Involved6Every brochure has a corresponding, full-color, personalized envelope that isprinted digitally and then converted. Brochures and envelopes are matchedby unique sequence codes printed in discreet areas on each piece. Anymismatch shuts down the inserter automatically until a correction can bemade. (Tip: Run the inserter slightly slower than its rated speed to helpminimize problems.)The recruitment campaign is still too new to have firm results or to show averifiable effect on enrollment. However, we do know that the initial e-mailblasts were sent to about 75,000 potential students and approximately 4,000requests have been submitted for personalized brochures. This is roughly a5% response rate.Anecdotal evidence suggests that students are responding very positively tothe approach. “They’re telling us that they love the fact that the brochuresare made just for them and address their own needs, not some genericstudent’s,” says Ana Liza. “This campaign is relevant to our current studentclientele and uses innovative technology to showcase ULV in an accurateand effective way.”AwardsThis application won a 2007 MarCom Award—Platinum from the Associationof Marketing & Communication Professionals.Best Practices in Digital Print Case Study www.podi.org © 2008 PODi, the Digital Printing Initiative
  7. 7. 7Client University of La Verne www.ulv.edu Founded in 1891, the University of La Verne (ULV) is a private university located in La Verne, California, about 35 miles east of Los Angeles. A selective liberal arts college, ULV takes pride in offering personalized education to students in small classes. The University’s core curriculum places an emphasis on a multicultural world view, easily witnessed in the diversity of the campus community.Print Provider & Earthbound Media GroupAgency www.earthboundmediagroup.com Earthbound Media Group (EMG), a cross-media and creative communications agency, offers award-winning marketing solutions, eBusiness consulting, enterprise-level Web strategies, dynamic 1-to-1 personalized publications, stunning film production, and interactive services. It has an impact on a diversity of industries, including higher education as well as commercial, healthcare, retail, and non-profit organizations. Entremedia www.entremedia.com Entremedia delivers integrated solutions, primarily for direct marketing, aimed at cost-effectively generating new customers and sales. It employs “information leverage” to systematically target and motivate the ultimate purchasing decision- maker and the individual consumer. Richard Harrison Bailey/The Agency www.rhb.comHardware Xerox iGenSoftware XMPieTarget Audience Undergraduate studentsDistribution 200–500 pieces, printed and mailed every 2 weeksDate Launched in summer of 2007; will run for 3 years© 2008 PODi, the Digital Printing Initiative www.podi.org Best Practices in Digital Print Case Study

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