Integrated Marketing Successes: Crossing the Channel

Families learn more about Kiddie Academy through integrated campaigns.

Phil Catalano, Prompt Direct's director of integrated marketing.

The University of Texas at San Antonio Alumni Association sought to bolster its retention program. Only 5 percent of its membership, non-lifetime, were renewing their association membership annually. So, the association reached out to local cross-media marketing campaign specialist the e.f. group.

The Louisiana State University School of Veterinary Medicine sought to bolster its fundraising campaign using several components. One postcard containing a personalized URL was mailed to each alumnus.

The landing page included the year of the recipient's graduation, as well as a class picture.

Lyon College worked with CustomXM to develop a cross-media campaign that incorporated direct mail, PURLs, e-mail and Augmented Reality. As an added enticement to those who filled out their profiles, the school offered recipients a chance to win a new Apple iPad.

A personalized direct mail postcard kicked off Lyon's campaign, encouraging recipients to log their field of study and extracurricular interests via a PURL.