College Presentation With 5 Case Studies

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College Presentation With 5 Case Studies

  1. 1. SmartMarketing™ Concepts Proven to Increase Enrollment. The information contained in this presentation is considered strictly confidential. No part can be copied or reproduced without the consent of Early Express Services, Inc.
  2. 2. What is SmartMarketing? 3. Then Getting Analytical We Test, Measure, Change: Digital variable printing allows multiple image elements to be “tweaked” to increase response. 1. Its About First Getting Noticed We break through the daily mail clutter with dynamic eye-catching approaches . 2. Then Getting More Personal We take into consideration age, lifestyle, courses completed, etc, by leveraging 1- to-1 personalization technology to make each piece customized to the recipient.
  3. 3. But First, What Are Your Areas of Opportunities? <ul><li>Where and how do you want to grow enrollment? </li></ul><ul><ul><li>A specific program or course? </li></ul></ul><ul><ul><li>More or different student types? </li></ul></ul><ul><ul><li>Online or branch campuses? </li></ul></ul><ul><li>What have you tried in the past? </li></ul><ul><ul><li>What has worked the best? </li></ul></ul><ul><ul><li>What has worked the least? </li></ul></ul>
  4. 4. Case Study #1 – Sinclair Community College <ul><li>Campaign Objective: </li></ul><ul><li>To increase enrollment of lower income adults between 25-45 years old. </li></ul><ul><li>Concept : </li></ul><ul><li>Create a empowering and encouraging message in a way that allows the recipient see themselves succeeding. </li></ul><ul><li>Large format high-quality glossy postcard. Recipients' name was used three times on the piece. </li></ul><ul><li>A special website URL was created for tracking. </li></ul><ul><li>Results: </li></ul><ul><li>Gained 233 new prospective students </li></ul>
  5. 5. Case Study #2 – Antioch McGregor <ul><li>Campaign Objective: </li></ul><ul><li>To increase enrollment by 50 </li></ul><ul><li>Concept : </li></ul><ul><li>Create a empowering and encouraging message in a way that allows the recipient see themselves succeeding. </li></ul><ul><li>Large format high-quality glossy postcard. Recipients' name was on the piece. </li></ul><ul><li>A special website URL was created for tracking. </li></ul><ul><li>McGregorSuccess.com/test.person </li></ul><ul><li>Results: </li></ul><ul><li>Six Weeks into the multi-touch Campaign they had 93 enrollments. </li></ul>
  6. 6. Case Study #3 – Boise State University Tech College <ul><li>Campaign Objective: </li></ul><ul><li>Reverse declining enrollment </li></ul><ul><li>Address increasing competition from major universities. </li></ul><ul><li>Appeal to those that might think they cannot afford or would not be accepted in College. </li></ul><ul><li>Concept : </li></ul><ul><li>Created a cohesive concept that speaks to and encourages the target audience. </li></ul><ul><li>Sent out multiple mailings each with different themes: Finanical aid, graduate success stories, you can get a degree no matter what your eductionional background, etc. </li></ul><ul><li>Results: </li></ul><ul><li>Enrollment increased by 14.7% versus 3.2% for its key competitor </li></ul>
  7. 7. Case Study #4 – Miami Jacobs College <ul><li>Campaign Objective: </li></ul><ul><li>Generate new registrants </li></ul><ul><li>Peak interest in further education at Miami Jacobs. </li></ul><ul><li>Concept : </li></ul><ul><li>Take advantage of variable data by changing the graphics and text depending on the audience. </li></ul><ul><li>Test two different concepts by splitting the list and mailing two different post cards. </li></ul><ul><li>Utilize PURL technology to track and measure response rates and gather additional information on prospective students. </li></ul><ul><li>www.mjsuccess.com/test.person </li></ul><ul><li>Results: </li></ul><ul><li>Gained 70 new prospective students </li></ul>
  8. 8. Case Study #5 – Bohecker College <ul><li>Campaign Objective: </li></ul><ul><li>Generate qualified leads for their new EMT/Paramedic program. </li></ul><ul><li>Concept : </li></ul><ul><li>Create an encouraging message in a way that allows the recipient see themselves succeeding. </li></ul><ul><li>Develop concepts to excite the target demographic enough to fill out the business reply card </li></ul><ul><li>Results: </li></ul><ul><li>One month into the campaign and Bohecker reported 30 leads with 6 starts. </li></ul>
  9. 9. Creative Strategy Development Session <ul><li>Early Express’ Creative Team Will: </li></ul><ul><li>Develop Project Response Rate Goals </li></ul><ul><li>Understand your schools strengths, including what meaningfully sets you apart from your competition.’ </li></ul><ul><li>Research your school, your competition, and your target market (which may include determining who you should be targeting). </li></ul><ul><li>Research Best –Practice direct marketing approaches in the Education Industry </li></ul><ul><li>Then we Create </li></ul><ul><li>A compelling messaging framework that communicates what makes you better or different than your competition. </li></ul><ul><li>Attention getting-high level creative concepts (online and/or offline) that supports the messaging framework. </li></ul><ul><li>Up to three potential offers linked to the creative concepts and messaging framework. </li></ul><ul><li>Options for measurement and tracking. </li></ul><ul><li>The final strategy will then be presented to you in a Creative Briefing for your feedback and refinement. </li></ul>
  10. 10. Smart Marketing Investment <ul><li>Creative Strategy – includes 3-5 concepts </li></ul><ul><li>$1,450 </li></ul>
  11. 11. About Early Express A 30-year old company offering direct-mail response-improvement services: Data Analytics, Design, Printing, Mailing, Measuring Processing/Analyzing Data Variable Printing Data, Student Responses, Measurement. Creative & Design Campaign concepts, layout and printing preparation. Digital Printing Via Hewlett Packard Digital Press. Assemble & Mail Full-service on-site mail operation—one of the largest in the Dayton area.

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