Generating vastly superior lead generation for a prestigious university
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Generating vastly superior lead generation for a prestigious university


  • 417 views | | Dynamic Marketing & Neuromarketing Case Studies | Whether the campaign uses traditional offline media, mass media, online and interactive ... | | Dynamic Marketing & Neuromarketing Case Studies | Whether the campaign uses traditional offline media, mass media, online and interactive media, direct marketing, emerging media, mobile media, social media, online or on-site marketing, Web development and e-commerce, or an optimized combination of all these elements, FabCom crafts powerfully emotional, relevant one to one messaging that reaches to the core of each individual. This one to one messaging is delivered on the media platforms they use; at the precise moment they use them. | The result is high-impact messaging that engages individuals in an ongoing conversation with your brand, just as they are choosing between your brand and your competitor’s brand. | FabCom is a full service dynamic marketing agency that is leading the charge, nationally, in deploying these one to one neuromarketing campaigns.



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Generating vastly superior lead generation for a prestigious university Generating vastly superior lead generation for a prestigious university Document Transcript

  • BRAINFOODINNOVATIONS FROM THE CONVERGENCE OFBUSINESS, MARKETING AND CREATIVE STRATEGIESWITH LEADING TECHNOLOGYCase StudyWhite PaperA Case Study in High-Impact Dialogue Marketing Generating vastly superior leadgeneration for a prestigious university.
  • VASTLY SUPERIOR LEAD GENERATIONSITUATION enrollment during a time when tuition increased 50% to reflect the dramatically improved quality of its newA prestigious private university teaching advancing accreditation, enhanced coursework and the caliber oftechnology positioned to be on par with Ivy League its faculty and staff.universities needed a high-quality lead generationcampaign. This university wanted to boost the number The university has been extremely successful inof high school students requesting information about attracting high school students for many years,the university. with online and offline marketing and advertising campaigns. FabCom tailors each campaign to resonateThe university has had a long-standing partnership with with individual students with dynamically targeted,FabCom. With its highly refined dialogue marketing emotionally relevant messaging. FabCom matchesstrategies, FabCom, in less than a decade, helped the the university’s distinct attributes (e.g., its networkuniversity alter its reputation from a well-respected local security major) to these individual students, based ontech school into the prestigious university that it is, the attributes that are most appealing to them. Then,while boosting its student population. This was done by FabCom pinpoints the messaging based on where thecrafting a unique position for the university among its potential student is in the behavior cycle.competitors, and by precisely identifying the university’spotential student enrollment and retention. Today, it has This is called Brand Mapping.amended its campus to accommodate more than 1,200students from all 50 states and six continents. The university offers undergraduate and graduate degrees, notably in programs that attract worldwideMoreover, FabCom helped the university increase its attention from recruiters at top-tier governmental1 FabCom Case Study
  • Strategy and Tacticsagencies and corporations. These majors include students, professors and industry professionals.advancing computer science, serious gaming, human- • Underscore the university’s accreditation as a highercomputer interaction, network security, robotics, learning institution, and its standing as a prestigioustechnology forensics and many more. university that attracts the attention of recruiters fromThe challenge for FabCom and the university was the federal government (such as the Department ofsubstantial—to build upon an already successful, well- Homeland Security) and Fortune 100 companies (suchestablished foundation. as Boeing).The university wanted to increase the number of high • Craft highly targeted, emotionally relevant, ongoingschool students who request information about the conversations between high-prospect high schooluniversity’s degree programs. students and the university. Use dialogue marketing strategies, such as personalized websites (PURLs) and individualized marketing messaging as well as real-time call center integration and collateral fulfillment.GOALS/OBJECTIVESGOALS• Increase highly qualified inquiries for information STRATEGY AND TACTICSabout this university from high school students. HIGH SCHOOL SOPHOMORES• The target response rate for the campaign geared Most college marketers are happy to see a 1% responseto high school sophomores: 1.5% (compared to an rate to marketing campaigns, or perhaps 2% if they’reindustry average of 0.72%). doing exceptionally well.• Target cost: $40 per student acquisition. The most successful dialogue marketing campaigns must contain: the right message in the right place atOBJECTIVES precisely the right time on the right media/marketing• Increase inquiries from high school sophomores, plus platforms.high school seniors—a particularly challenging tasksince most seniors have already settled on a short list of FabCom uses a highly sophisticated process foruniversities they hope to attend. campaigns. This begins with deep-dive brand mapping research. This is a critical step in the development of• Underscore the university’s synchronic learning emotionally resonating messages, which are stored in aapproach to education, where students simultaneously dynamic database technology infrastructure. Dialogueswork on short-term and long-term projects; on their with prospective students are dynamic in that eachown, and in collaboration with on-campus and online conversation is directed by the individual student, who2 FabCom Case Study
  • Strategy and Tacticsselects a specific brand attribute (e.g., a specific major) 2.3%. The digital media major had a 2.9% responsethat is of most interest to them. This then triggers the rate; network security was at 3.6%; computer sciencedeployment of another targeted marketing asset, such had an outstanding 7.6% response an HTML or a personalized direct mail, and usually The university’s new dialogue marketing campaign,a personalized website (PURL). These initiatives help crafted by FabCom, consisted of:us gather behavior information for bull’s-eye targeting inthe next engagement. • Refined dialogue marketing messaging for five campaigns: General, computer science, digital media,This particular campaign began with an individualized gaming and network securityHTML that was emailed to students culled froma College Board’s database list. These HTMLs • Separate creative messaging for male and femalecontained pre-populated data fields (such as name, sophomoresaddress and test scores). Based on each student’sspecific selections for information, students were • HTMLs, Direct Marketing and Personalized Websitessent personalized direct mail that provided additional (PURLs)information and the Web address for their PURL. This • Automatically triggered Recruitment Funnel CollateralPURL led them through the live online automated and Automated Call Center Integration to the University’sinquiry funnel. counselorsIn the older campaign, the university’s marketing for • A negligible increase in marketing investmenthigh school sophomores consisted of HTMLs and directmail. The overall response rate was an impressive3 FabCom Case Study
  • Strategy and TacticsHIGH SCHOOL SENIORS • HTMLs, Direct Marketing and PURLs targeted to high prospect high school seniorsMost high school seniors have already narrowed downthe universities they would like to attend, and many have • Simultaneous Direct Marketing and PURLs geared toalready been accepted by a college. As a result, it can be the parents of high school seniorsextremely difficult to generate interest from this group. • A significant reduction in marketing investmentThat said, the university’s prior campaign, whichconsisted of emotionally charged messaging such as,“take the final step,” generated a respectable 0.5%response rate.FabCom, which has spearheaded dynamic one to one,dialogue marketing for many years, actually scaled backthe campaign’s reach by 29%. But, with the new brandmapping applied and the highly refined messagingtailored to individuals, the response rate soared.Moreover, through extensive brand mapping research(where individuals are matched to the brand’s attributesthat appeal to them, in lieu of a general message oradvertising claim), FabCom identified a secondary targetaudience influential in selecting universities: parents.The university’s refined dialogue marketing campaignconsisted of:• Refined dialogue marketing messaging for fourproduct categories: General, computer science, digitalmedia and network security• Separate creative messaging for male and femaleseniors4 FabCom Case Study
  • ResultsFabCom’s dialogue marketing campaigns generated The campaign consisted of dual targets—students andastronomical increases in response rates from both high sophomores and high school seniors. Among high school seniors, the granularly and behaviorally targeted, less costly dialogue marketing campaign surged 20%, for a total response of 0.7%.HIGH SCHOOL SOPHOMORES This campaign is the result of combining socio-Among sophomores, the total marketing investment graphic and behavioral data with demographics, plusincreased a modest 13%. Yet, the response rate surged a strong agency-client partnership, to create effective,39%, to 3.2% (3,741 prospects) with the new, refined ongoing dialogue marketing conversations that resultdialogue marketing campaign. That was up from 2.3% in superior ROI.(1,993 prospects) with the original campaign.More impressive, among male high school sophomores,the response rate was nothing short of extraordinary: a118% increase, to a 3.7% response rate with FabCom’srefined dialogue marketing campaign.Among the specific degree programs, for all prospectivestudents, the response rate for the digital media majorincreased 21%; gaming was up 4900%; computerscience slipped 5%; network security was up 22%.HIGH SCHOOL SENIORSAlthough the dialogue marketing campaign geared toprospective high school seniors was scaled back by29%, FabCom’s refined campaign generated a huge40% increase, to a 0.7%. That was up from 0.5% withthe original campaign.5 FabCom Case Study
  • FABCOM IS A FULL-SERVICE STRATEGIC MARKETING, PR, AND ADVERTISING FIRMPrincipal: Brian Fabiano Location ContactNumber of Employees: 29 7819 East Greenway Road phone (480) 478-8500Local Area Billings: $30.7 Million* Suite 5 fax (480) 478-8510 Scottsdale, AZ 85260*Amortized for media billings as calculated in the Phoenix Business Journal Book of Lists.6 FabCom Case Study