PERSONAL bestsMay 2005
The data culled from the Web interface is stored in a Sequel Server database maintained by a Scope 1 technology partner. On a weekly basis, the data is sent to their Pageflex MPower Server where it is married with the brochure template. The server outputs a VPS, PPML, VDX or PostScript file, depending on the printer's RIP and output device. The Huntington College brochures run on an HP/Indigo digital press. Scope 1 also sends files to print partners who print on Xeikon, Xerox and NexPress machines.
In the initial phase, Huntington College sent out 377 brochures, which resulted in 34 applications. Of those, 32 students were accepted. Based on this outstanding enrollment rate, Huntington and Scope 1 have gone on to produce several thousand more personalized brochures.
The program was originally launched as a supplement to other student recruitment efforts; however, due to its success in generating a higher yield of applicants and enrollments, it has increasingly become the marketing centerpiece of Huntington's recruitment efforts—so much so that a major part of the PR director's job is to constantly search for new material telling the stories of recent graduates who are experiencing success in careers and life. Their stories are used as variable data and matched in the brochure to a prospect's academic major aspiration.
The ability to capture the data input on the Web also allows follow-up by counselors assigned to a prospect's geographical area. Additionally, Huntington obtained more data about prospective students much earlier in the process than they had in the past. Huntington College finds that the brochure-builder program more than justified its cost, and it also provides a more pleasant recruitment experience for the prospective student.
This case study comes from PODi's annual Best Practices in Digital Print research, the largest collection ever assembled of successful digital printing projects. PODi is an industry initiative with hundreds of member companies, including executive board members EFI, HP, IBM, NexPress, Pitney Bowes, Quark and Xerox. Membership in PODi is open to most types of companies and organizations involved in digital printing. Visit www.podi.org for more information.