Personalized Marketing Across Multiple Channels (NAGAP 2011)

PersonalizedMarketing Across Multiple Channels
Recruiting Students in the 21st Century
Tony Fraga
Director of Client Services
Charles Fraga
President

Session Overview
PART 1: Multi-channel Marketing Trends
PART 2: Innovative Direct Marketing Technologies
PART 3: Strategies for Planning an Integrated MC Campaign for Student Recruitment
PART 4: Case Studies – Marymount University
Personalized Marketing Across Multiple Channels: Recruiting Students in the 21st Century
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PART 1
Multi-channel Marketing Trends
3

Today’s Multi-channel Campaigns
Personalized Marketing Across Multiple Channels: PART 1 – Multi-channel Marketing Trends
4
Use multiple touch points
Are integrated across multiple media (both message and graphics)
Leverage unique data about the person
Capture a broader range of responses/interests
Track dozens of metrics

2,904 Media Messages Daily!
“Multi-channel integration, analytics, and data gathering capabilities ultimately drive more targeted, cost-efficient marketing programs.”
~Jupiter Research
5

Multi-Media Trends
Direct Mail gets more Personal & drives Online channels
78% of all people read their mail over a trash can
USPS/DMA survey
66% of consumers responding to an offline advertisement visited the website (only 14% called a phone number on the ad)
Jupiter Research, Feb 2009
The demise of mass mailing has opened the door for new approaches leveraging data for better targeting and additional dimensions of personalization.
Winterberry Group, Vertical Market Trends in Direct Mail, Feb 2009
87% of marketers intend to use digital solutions such as PURLs to link direct mail to other marketing channels
Jupiter Research, Feb 2009
6

Multi-Media Trends
Social Media is becoming more Direct
Forrester Research has predicted the highest rate of marketing growth for Social Media over the next 5 years.
Forrester Research’s Interactive Advertising Model, July 2009
Facebook is now making it possible for people to visit, shop, and purchase without ever leaving the Facebook application
DMAW, Educational Foundation, Nov 2010
7

Multi-Media Trends
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Mobile: SMS is king, but Smart phones are the future
96% of mobile phones are capable of receiving SMS text
CTIA 2009
The average age of a person who sends text messages is 35
“Five Mobile Marketing Myths” MindfireInc., Feb 2011
SMS-based campaigns achieve over a 90% opt-in rate (compared to 22.1% for email)
MindFireInc., 2009
Approx 25% of the population owns a smart phone
DMA Non-Profit Mobile Day, Feb 2011
1 in 2 people will have a smart phone by the end of 2011
Nielson 2010
Hey! Check out my QR code…
What ‘s that for?

Multi-channel = Personal & Relevant
9
1-to-1 vs. 1-to-all
Direct marketing communications have evolved from “static” to “dynamic”
Must be highly PERSONAL and RELEVANT
Requires a different strategy for recruitment
New Technologies allow you to be more personal and relevant across multiple channels

PART 2
Innovative Direct Marketing Technologies
10

Review of 5 Innovative DM Tools
Personalized Marketing Across Multiple Channels: PART 2 – Innovative Direct Marketing Technologies
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Unique Direct Mail Formats
Variable-Data Printing
Intelligent Mail Barcodes w/ Track & Confirm
Mobile Technologies: SMS Text & QR Codes
Personalized URLs (PURLs)

RealPen Technology
A machine that uses a REAL pen to address envelopes
½ the cost of human handwriting production
More real than “script-like” fonts
Can be used on inside components
12

UPS Mail Innovations Package
Officially from UPS
The ONLY UPS package that delivers to a USPS mailbox
6x9.5 or 9x12
Exceedingly high open rate!
Only branding opportunity is on return address
More expensive than a “normal” package, but typically higher ROI
13

Variable-Data Printing (VDP)
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“A form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database”
Ability to have variable text AND full-color graphics
Major technological advances in the past 2-3 years
Can be cost-effective up to 50,000 pieces
Greater opportunities to be Personalized & Relevant
Helpful to know how to setup Graphic Artwork

Example of VDP Postcards
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Cardinal Stritch University used Variable-Data Printing technology to produce unique postcards that used personalization, program-specific content, geo-specific content, gender-specific content, and other unique data.

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Direct Development used Variable-Data Printing technology to produce unique postcards that used personalization and segment-specific content.

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Marymount University used Variable-Data Printing to produce 10 different postcard versions with program-specific information based on known undergrad degrees and grad program interests they had captured from previous marketing campaigns that had tracked the prospective student’s preferences.

COLUMN L (“PROGRAM”) – this field contains the program interests of each prospective student. The program codes “trigger” unique content to print for each prospect’s postcard. For instance, any person who has “PSYF” (Forensic Psychology) as a program of interest receives the postcard that contains variable LAYER #10.
How VDP Programming Works…
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Intelligent Mail Barcodes (IMB)
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Can add various services, including “Track & Confirm”
Barcodes can be linked to recipient’s email address
Automatic Email Triggers sent out when mail piece is scanned at closest SCF or DDU
Typically scan efficiency is 50-75%
Most commonly used for “announcement” emails

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A Tri-fold selfmailer with Intelligent Mail Barcode using “Track & Confirm”

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This email was “triggered” automatically when the recipient’s mail piece was scanned at the final USPS destination unit.

Mobile Technology: SMS Text
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REMEMBER:
Must provide opt-in
Should send confirmation
Do not abuse
Keep it relevant
REMINDER: MU Grad Business Programs Luncheon this Fri 12:00pm @ Reston Center
(1861 Wiehle Ave., Reston, VA 20190)
GREAT FOR:
Event Reminders
Link to Landing Page
Important Updates
Free Offers
Sally,
Nursing Info Session @ MU Ballston campus next Wed 7:30pm. Sign up www.SallySample.NursingMU.com

Mobile Technology: QR Codes
“Quick Response” Code
2-dimensional matrix barcode
Can store more info than traditional barcode
Used to store:
Contact Info (e-business cards)
Calendar Events
Any text up to 7,089 characters
URLs (websites, PURLs, online videos, etc.)
NOTE: Can be generic or personalized
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Mobile Technology: QR Codes
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Tips for Using QR Codes:
Size Matters
Provide Instructions
Optimize landing site for Mobile Devices (if possible)
Provide an SMS Text option for feature phones
Still a very NEW technology in USA – test first!

25
A web-based response channel
Personalized to each recipient (usually by name)
Typically a 1-4 page campaign-specific Landing Site
Landing Site is tied to database (variable content)
Tracking & Reporting of activity at individual level
Can be communicated via Direct Mail, Email, SMS Text and QR Codes

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EXAMPLE: 4-Page PURL Landing Site
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Welcome
Page
Relevant
Personalized
Integrated
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Survey
Page
Short
Simple
Relevant
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Profile
Page
Personalized
Simple
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Thank You
Page
Personalized
Confirming
Links to Website
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Data Capture  Robust Tracking
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DATABASE

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Tips for using PURLs to recruit students:
Must have a clear call-to-action
Don’t compete with multiple website links
Don’t make a full website
Keep all external links to the last webpage
Use Multi-channel (Mail + Email)
Time Email follow-up close to when DM “hits homes”
Provide SMS Text opt-in opportunity
Create a Sense of Urgency (where practical)

PART 3
Strategies for Planning an Integrated MC Campaign for Student Recruitment
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STEP 1: Get Personal to Get Broad
“Batch and Blast” or “Spray and Pray”
Single Channel (or multi-channel NOT integrated)
Same message to ALL prospects
Little to no tracking
Captured a narrow rangeof respondents
35
Personalized Marketing Across Multiple Channels: PART 3 – Planning an Integrated MC Campaign
Last Decade’s Approach to Student Recruitment:

Multi-channel AND properly Integrated
1 – to – 1 (Personal & Relevant)
Robust Tracking – down to individual level
Captures a broad rangeof respondents
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The NEW Approach to Student Recruitment:

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STEP 2: Campaign Action Plan
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Make a specific Campaign Action Plan that covers the following 7 topics (see handout):
Overall Campaign Objective
Target Audience(s)
Media Channels
Key Messaging
Copy & Creative Content
Landing Site
Key Dates

STEP 3: Customized Follow-Up
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Tips for following up with prospective students:
Determine Automatic vs. Scheduled triggers
Send them relevant information
Don’t abuse Email and SMS text
Don’t forget the people who were “just browsing”
Demonstrate that you responding to their specific interests

STEP 3: Customized Follow-Up
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Auto Email Confirmation
Immediate Phone Call
Immediate Follow-up Package w/ Program-Specific Information
General Promotion
1 Month
Reminder SMS Text in 2 Weeks
Invite to next Info Session

PART 4
Case Studies – Marymount University
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Marymount University
1,300 Graduate Students
40+ Programs
30-40 program-specific events
15-20 marketing campaigns
42
Personalized Marketing Across Multiple Channels: PART 4 – Case Studies from Marymount University
Media Channels used to market to prospective students:
Direct Mail
Email
Social
Mobile
Website Banner Ads
Grad Fairs

Marymount Case Study #1
25,928 Total Mailers
24,802 Total Emails
14,145 from In-House lists (55%)
11,783 from Outside lists (45%)
5 Main Data Segments
1 Direct Mailing
2 Follow-up Emails
1 Follow-up Email to Maybe’s
1 SMS Text Reminder
Website Banner Ads
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All Programs Open House Event Fall 2010
1 Event for all Graduate Programs
Primary Objective:
Generate Sign-ups for Open House
Secondary Objectives:
Promote Grad Programs
Generate Leads for Graduate Program Coordinators to follow up with
Capture Program Interests
Update/Capture more contact info

Open House – Direct Mail Trifold
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Campaign Results – Case Study #1
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All Programs Open House Event Fall 2010
615 Total Responders (2.4% Overall Response Rate)
361 Completed RSVP’s (1.4% of total qty; 59% of Respondents)
RSVP’s: 46% Yes 24% Maybe 30% Not Attending
211 requests for Email from program coordinator
32 requests for Phone Call from program coordinator
91% Responded via Landing Site vs. 9% via BRC
In-House Lists = 2.2% response rate
Outside List = 0.9% response rate
Multi-channel prospects were 3x MORE responsive than single-channel

Marymount Case Study #2
36,004 Total MC Records
14,072 Undergrad Prospects
21,932 Grad Prospects
13,353 from In-House lists (37%)
22,651 from Outside lists (63%)
50/50 split from 2 sources
8 Main Data Segments
1 Direct Mailing (10 VDP Versions)
2 Follow-up Emails (2 Versions)
Website Banner Ads
Launched March 17th (still active!)
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Summer Programs Promotion Spring 2011
Combined Promo for Undergrad and Graduate Summer Programs
Primary Objective:
Generate Interest for Summer Classes
Secondary Objectives:
Promote NEW Summer Programs to specific target groups
Generate Leads for Graduate Program Coordinators to follow up with
Capture Program Interests
Update/Capture more contact info

Summer Promo – Direct Mail Postcards
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Campaign Results – Case Study #2
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Summer Programs Promotion Results as of April 4th
945 Total Responders (2.6% Overall Response Rate)
367 Completed Surveys (1% of total qty; 40% of Respondents)
Undergrad Segment (14,072)
Graduate Segment Results (21,932)
320 Total Responders (2.3% resp rate)
142 completed Surveys (1.0%)
90 requests to be contacted
86 requests for more program info
In-House lists = 3.1% response rate
Outside lists = 1.9% response rate
108 interested in summer class to transfer back to home institution (80%)
26 interested in summer class to earn a degree at Marymount (20%)
619 Total Responders (2.9% resp. rate)
225 completed Surveys (1.0%)
98 requests to be contacted
112 requests for more program info
In-House lists = 4.0% response rate
Outside lists = 1.7% response rate
128 interested in testing a potential grad program (57%)
76 interested in getting started in a degree program (34%)

Q &A
TONY FRAGA
Director of Client Services
(888) 669-6722 x18
tony@directdevelopment.com
CHARLES FRAGA
President
(877) 297-1441 x13
cfraga@directdevelopment.com

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Personalized Marketing Across Multiple Channels (NAGAP 2011)

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