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Engaging With Students - ASBA

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The key is relevant communications.
The right message. The right media. The right time.

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Engaging With Students - ASBA

  1. 1. Engaging with Students Australian School Bursars Association (ASBA) © 2012 Fuji Xerox Co., Ltd. All rights reserved. Fuji Xerox Co., Ltd.
  2. 2. Key Objectives in Education 2 •  Attracting/Recruiting “Right Students” •  Retaining Existing Students •  Fund Raising (Alumni Contribution Participation) •  Reducing Costs (Doing More with Less)
  3. 3. Key Success Factors Ability to Raise Revenue from additional sources Having Marketing Expertise – to attract/retain students and develop good public relations Ability to take advantage of government subsidies and other grants Ability to build support from the local community Providing excellent facilities and educational programs Having a record of academic success by past students
  4. 4. 4 The key is relevant communications The right message. The right media. The right time.
  5. 5. The power of personalisation Vertical Static Response Rate Personalised Response Rate Personalised URL Visit Rate Education 2.9% 12.9% 21.0% Average response rates by vertical market for campaigns set to a house list Standard (Mono) Mail Pack – 1% Standard (Colour) Mail Pack – 2-3% Adding a Name (Mono) – 1-2% Adding a Name (Colour) – 3-4% Colour with full customisation – 10% and beyond with Cross-Media
  6. 6. What is One-to-One Marketing? •  Cross-media marketing, web-to-print and variable data print production solutions delivers highly effective, one-to-one marketing campaigns. •  Relevant, attention-grabbing messages are delivered to targeted recipients using mediums with the most impact—including print, e-mail, Web and mobile.
  7. 7. The One-to-One Advantage Ability to reach each prospect or alumni with the right message, the right offer, at the right time through the right channel. This is relevancy marketing. It lifts response rates, enhances customer loyalty and increases customer value and return on investment. 1-to-1 marketing can distinguish your school from others using state-of-the-art solutions for print and online media with consistent branding and personalised messaging to meet strategies and needs of effective communications to….
  8. 8. How can we help? © 2012 Fuji Xerox Co., Ltd. All rights reserved. 9 Fundraising Recruiting / Admissions Event Invitations Awareness Building Promotions & Kits Surveys
  9. 9. Example: Event Awareness © 2012 Fuji Xerox Co., Ltd. All rights reserved. 10
  10. 10. Example:Recruiting © 2012 Fuji Xerox Co., Ltd. All rights reserved. 11 Personalized print materials produced via online application with follow-up email and personalized webpages. A proven technique for driving results through cross-media marketing.
  11. 11. Personalised Email © 2012 Fuji Xerox Co., Ltd. All rights reserved. 12 Personalised email reinforces the message communicated via both web and print. Once again, multi-touch point marketing gets the message across.
  12. 12. Personalised Video © 2012 Fuji Xerox Co., Ltd. All rights reserved. 13
  13. 13. Case Studies Enrolments/Admissions Acquisition (Prospectus) Fund Raising Alumni Events
  14. 14. Partou Childcare Nurtures New Leads
  15. 15. Direct Marketing: Lead Generation Partou offers high-quality childcare in over 100 locations across the Netherlands Objective Enroll new children in Partou childcare Solution Personalized direct mail sent to families within three miles of selected Partou centers To encourage recipients to visit campaign site a chance to win an iPad3 and a 400€ travel coupon were offered Benefits 1.5% of recipients visited the campaign microsite ROI of over 2,200% based on new enrollments and an average childcare length of four years Source: PODi, www.podi.org
  16. 16. Personalized Direct Mail: Version for older children © 2012 Fuji Xerox Co., Ltd. All rights reserved. 17 Child’s name Source: PODi, www.podi.org Personalized map showing route from home to nearest Partou center Response mechanisms: General URL with personalized passcode or QR Code
  17. 17. Personalized Direct Mail: Version for young children © 2012 Fuji Xerox Co., Ltd. All rights reserved. 18 Family name Source: PODi, www.podi.org Personalized map showing route from home to nearest Partou center Response mechanisms: General URL with personalized passcode or QR Code
  18. 18. University of Texas at San Antonio
  19. 19. Case Study – Increase Student Enrolments © 2012 Fuji Xerox Co., Ltd. All rights reserved. 20 Objective Only 5% of alumni annually renew alumni association membership Benefits Two campaigns were run that delivered the following results: - 19% response rate for the personalized test campaign - 6% response rate for UTSA Alumni Association personalized postcard campaign More members increased their regular membership to life level Growing college located in San Antonio, TX Over 80,000 alumni Solution Increase Membership renewals – especially New Grads renewals Offer various renewal options
  20. 20. Strategy: Cross-channel campaign Envelope personalized with name and offer Personalized mailer Reply card varied based on alumni segment Name and address Image based on age and gender Offer General URL Variable messaging Follow-up email Source: PODi, www.podi.org
  21. 21. Case Study – Reduce Costs Relevant and personalised prospectus reduces costs yet grows student enrolments Prospective Students Self service: Personalised RURL with direct link to download Personalised Prospectus Confirmation and Followup eMail with Personalisation
  22. 22. Salem College (Art)
  23. 23. Case Study – Increase Student Enrolments Salem College uses Cross-Media to Encourage Prospects to Visit Objective Salem College wanted to increase interest and future enrollment by trying a different marketing approach that appealed to female high school students while reducing the budget 20% Solution The campaign began with an invitation mailer that led to a personalized URL and featured a link to a 50 second trailer. A password- protected link to the full 5 minute video was available via thank-you email upon completion of the survey. Personalized response pieces, non-response mailers, emails and event announcement mailers were sent out based on data from the PURL as well. Benefits Salem had approximately a 303% increase in responses over the previous year's campaign. The total responses to the campaign exceeded their expectations and they received more visits to Spring Visit (a 46% increase) than the previous year. All of this was achieved while staying within the reduced budget.
  24. 24. Miami University
  25. 25. Case Study – Increase Student Enrolments Cutting-edge communications to attract high-achieving students Objective Increase students attending on-campus visitor event Capture information from prospective students that could be used to make future communications more relevant Increase enrollment in the Honors Program Solution Miami University implemented a multi-channel direct marketing campaign. The campaign included variable data personalization, Personalized URLs, direct mail and email. The variable mailer was tested against a static control. Benefits 39% of Personalized URL visitors completed the survey form Strategic targeting reduced print & mailing cost by 29% Increased total prospective student visits by 32% Achieved 300% increase in Scholar Saturday Visits
  26. 26. LaSalle Academy
  27. 27. Case Study – Increase Student Enrolments Cutting-edge communications to attract high-achieving students Objective Increase the donation amount received by active donors Increase the number of donors by reaching out to alumni who are not active donors Solution Using variable data printing (VDP), a direct-mailer was personalized with the alumnus' name, class year, and a representative photograph from the alumnus' decade. Benefits The average gift amount rose from $150 per donor to $250 per donor, a 67% increase The total number of donors increased
  28. 28. ODA
  29. 29. Case Study – Fund Raising Record Fundraising Results for Educational Non-Profit Objective Raising enough funds to bridge the gap between tuition revenue and actual costs (approx. $992 per Student) Solution A direct-marketing campaign that incorporated personalised letters, postcards and phone-a-thons was developed and executed over three months. Each touch-point leveraged personal relevant copy and images based upon the individual student – name, grade, individual teachers message. Benefits The average gift amount rose from $150 per donor to $250 per donor, a 67% increase The total number of donors increased
  30. 30. Fund raising success story: Private School in Florida: Out-of-Door Academy Courtesy: One to One Gulfcoast, Out-of-Door Academy personalised personalised personalised
  31. 31. What Makes This So Unique?
  32. 32. The 1:1 Cross-Media Ecosystem XMPie: Integrating publishing and marketing
  33. 33. Turn Communications Into Conversations…Easy as XMPie •  One Platform Data, creative, production, deployment and analytics in one solution •  One Set of Business Rules Write logic once and apply rules to multiple touch points across multiple mediums •  Integrates With Adobe Limitless creativity and flexibility in template production using the industry standard design tool •  Automated Tracking and Reporting Increase results and ROI thru advanced campaign analytics across all mediums •  Bi-Directional Technology Enhance ongoing conversational communications by applying intelligence to data captured
  34. 34. Fuji Xerox Value Propostion © 2012 Fuji Xerox Co., Ltd. All rights reserved. 38 Customer Intimacy: A More Interactive and Personal Experience Increase Engagement with Key Stakeholders though existing or new digital communications vehicles Cost Reduction Decrease communication spend and redirect savings to increase personalisation and technology Revenue Generation Capture incremental revenue opportunities by leveraging mobile & digital platforms and improved personalisation and interaction
  35. 35. Talk to us

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