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Direct Mail & Email for Student Recruitment (NAGAP 2008)


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A presentation on Multi-Channel Marketing for Adult-student Recruiting. Covers 4 topics: Knowing your Target Market, Understanding List Acquisition, Integrating Direct Mail and Email, and Tracking Results. (Co-Presented by Marymount University and Direct Development at the NAGAP 2008 Conference.)

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Direct Mail & Email for Student Recruitment (NAGAP 2008)

  1. 1. Direct Mail & Email for ProspectingMulti-channel Marketing for Adult-student Recruiting
  2. 2. Direct Mail & Email for Prospecting PRESENTERS: Direct Development, Inc.Charles FragaPresidentDan KabeleList Specialist / Project ManagerTony FragaDirector of Sales & Marketing Marymount UniversityChris DomesVice-President for Enrollment and Student ServicesFrancesca ReedDirector of Graduate Admissions
  3. 3. Presentation Overview• STEP 1: Know Your Target Market• STEP 2: Understand List Acquisition• STEP 3: Integrate DM & Email Campaigns• STEP 4: Track Results• Q&A
  4. 4. STEP 1:Know Your Target Market
  5. 5. STEP 1: Know Your Target Market• Targeted marketing can involve multiple media types • Radio • Print ads • Direct Mail • Email • etc…• Direct Mail (DM) & Email are major players• Priority #1: Build/Develop your Inquiry Pool of Prospective Students• Have a Multi-layered strategy EXAMPLE: Marymount University’s Marketing Strategy
  6. 6. STEP 1: Know Your Target Market• You may already know this, but… – What differentiates your institution/program? – What direction is your program going in? – Why would a prospect choose your program? – Do you have an understanding of where your inquiry pool stands currently?• Identify your appeal before identifying who your prospective students might be.
  7. 7. STEP 1: Know Your Target Market• Identify Prospective Students – Make a “Current Student” profile • Previous employment • Demographics • Education level • Associations/Publications/Websites – Use surveys to obtain unknown data (see Handout) – Make a “Desired Student” profile – Be PROGRAM-SPECIFIC with your targeting• Review Past Efforts – Previous rented lists? House lists? – Previous events?
  8. 8. STEP 1: Know Your Target MarketTarget Marketing Checklist: Do you have program-specific profiles of prospects? Are your targeted groups too narrow? Too Broad? What do you want the targeted prospects to do? (Attend an Event?... Go to Website?... Express interest?) Does your plan comply with your institution’s Brand? Do you know how many responses you need? Do you know how many campaigns you want to do?
  9. 9. STEP 1: Know Your Target Market EXAMPLE: Marymount University’s Prospective Student ProfilesBusiness Programs Education/Human Health ProfessionsMBA, Human Resources, Services Primarily NursingLegal & IT Teachers & Counselors • Profiles using publication• “White Collar” workers • “Change of Life” people – surveys – particularly Nursing ready for a 2nd career• Human Resource professionals • Licensed Nurses • Those who want their lives• Those who are willing to be more to make a difference to • Fitness occupations andeducated (have taken other someone interestclasses or seminars) • Variety of careers including • Physical Therapists &• Those who might want to be those who might have Occupational Therapistspromoted to management “made their money” already• IT workers • Willing to expand the traditional age range for a• Paralegals more diverse audience• Ages 28-late 40’s
  10. 10. STEP 1: Know Your Target Market• CONCLUSION: Be aware of how DM & Email fit into your overall Target Marketing strategy Focus on building your Inquiry Pool Create a profile of both current and desired students (use surveys!) Use program-specific targeted profiles to guide your list search…
  11. 11. STEP 2:Understand List Acquisition
  12. 12. STEP 2: Understand List AcquisitionOverview of the “List World”– Access is somewhat limited to brokers and managers– A whole set of lingo and methodology—counts, minimums, selects, etc.– Different sources of lists » Compiled Lists » Response Lists » Specialty Lists (subscribers, members, customers)– How trustworthy is the data?
  13. 13. STEP 2: Understand List AcquisitionWho’s who...and what is their primary interest? • List Owners » Rarely rent directly (some associations do) • List Managers » Have specific lists they market but do not have access to whole market of lists • List Managers/Brokers » Will market ANY list on the market » Biased towards proprietary lists they manage • Independent List Brokers » Should take on your interests and be unlimited in what they offer
  14. 14. STEP 2: Understand List Acquisition Direct Mail Lists (Postal)• Pros – Addresses are more stable, verifiable – Much more targeted selection available than email lists – Costs typically lower than email lists – Lower minimum order requirements (~5,000 records) – Prospect has something in-hand (more “traditional”)• Cons – Some people are less responsive to direct mail – Higher Production Costs (printing, mailing, postage)
  15. 15. STEP 2: Understand List Acquisition Email Lists• Pros – Quick turnaround ability (can do last-minute campaigns) – More response-driven data available – More prone to immediate direct response – Lower production costs (no printing, mailing, postage) – Extensive reporting (delivered, opened, click-thrus) available for tracking• Cons – Higher minimum order requirements (10,000+) – Poor overall selection of lists—lacks a lot of the targeting you might desire – Opt in/opt out protocols – Less reliable transmission (junk/spam filters, image limitations, etc.) – Not great for first-time introduction – Email addresses change frequently
  16. 16. STEP 2: Understand List Acquisition• RESEARCH lists before acquisition – Give your Target Market info to list advisor (from Step 1) – Research Phase (2 weeks+) » List verifications/approvals » Counts & Costs » Source information » Usage Reports – List Services professional should provide summary• Choose lists that best accommodate your target and the available counts• Test more lists at smaller quantities first
  17. 17. EXAMPLE: St. Matthew’s University List ResearchSTEP 2: Understand List Acquisition
  18. 18. EXAMPLE: St. Matthew’s University List Research
  19. 19. STEP 2: Understand List Acquisition• CONCLUSION: Institution size and reputation can determine DM vs. Email Multi-channel can offer the best of both worlds Start with a “healthy” List Research Phase Test multiple lists to determine effectiveness
  20. 20. STEP 3:Integrate Direct Mail & Email Campaigns
  21. 21. STEP 3: Integrate DM + Email Campaigns The Direct Mail Package • Select the Proper Direct Mail Package: • Letters • Postcards/Self-mailers • Invitations • Special Packages • Test multiple packages simultaneously • Make sure your Graphic Design can be easily integrated in HTML • Method of response must be clear and obvious!
  22. 22. STEP 3: Integrate DM + Email Campaigns The Email Campaign • Timing with DM is critical: – “Email…DM…Email” VS. “DM…Email…Email” • MUST match both DM and website graphics • Proper Email practices » From Line » Subject Line » Personalization » Text & Image Agreement » “Above the fold”, Links, Text vs. HTML versions, etc… • Method of response must be clear and obvious!
  23. 23. EXAMPLE: Marymount University’s Integrated DM & Email Campaign
  24. 24. EXAMPLE: Marymount University’s Integrated DM & Email Campaign
  25. 25. STEP 3: Integrate DM + Email Campaigns • CONCLUSION: Select a DM package that coincides with the purpose of your campaign Time your Email campaigns to work harmoniously with your DM efforts Integrate! Integrate! Integrate! Make sure the desired response is loud & clear
  26. 26. STEP 4:Track Results
  27. 27. STEP 4: Track Results• How to implement Tracking Codes – Segment Data • House Lists • Rented Lists • Different package types (split mailings) • Specific data selections (gender, geography, field of study) – Personalization Methods • Directly on reply device • Inkjet/Lasering or Variable Digital Printing • Can be a “reservation code” or a “priority code” • PURLs
  28. 28. STEP 4: Track Results
  29. 29. STEP 4: Track Results
  30. 30. STEP 4: Track ResultsChecklist for tracking responses: What happens to mailed-in responses? What happens to email responses? Have you set up an auto-response message for email responses? Do you have separate lists set up to track various interest levels? “request more info” vs. “event sign-ups” vs. “applicants” Do you have a database to compile response data? Who handles data entry & list hygiene? Does the IT dept know to track website activity? How is the data being charted for analysis? Do you know exactly what data points you want to analyze?
  31. 31. STEP 4: Track Results
  32. 32. STEP 4: Track Results
  33. 33. STEP 4: Track Results• CONCLUSION: Applying source codes is easy (and inexpensive!) Segment your data to track both LISTS and PACKAGES Track Email & Website metrics as well Analyze results to see a comprehensive snapshot
  34. 34. Questions? Direct Development, Inc.Charles FragaPresident ( KabeleList Specialist/Project Manager ( FragaDirector of Sales & Marketing ( Marymount UniversityChris DomesVice-President for Enrollment and Student Services ( ReedDirector of Graduate Admissions (