Oakland University Increases Registrations with Cross-Media Marketing - PODi Case Study
February 12, 2011
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Business Application: Direct Marketing/Lead Generation
Business Objectives
Oakland University (OU) offers two eight-week summer sessions for which it annually seeks to drive enrollment. In a previous cross-media campaign the University used a large variety of channels to reach prospective students. Based on its experiences and results with that campaign, its service provider, SugarBush Inc., developed and implemented a marketing campaign with enhanced relevancy for prospective students.
The goals of the campaign were to:
- Gather information about what affects students’ decisions to take a summer class. This information would be used to craft highly effective marketing messages.
- Coordinate promotions across multiple channels for a consistent message.
- Increase summer enrollment.
Results
• Increased enrollment in summer classes 4% compared to prior year
• Survey emails:
- 32% open rate
- 13% response rate – visited site and completed survey
• Email marketing:
- 25% open rate
- 15% visit rate – clicked link to visit microsite
- 11% response rate – requested more information
• Direct mail:
- 8% visit rate – went to personalized landing page
- 2% response rate – requested more information
• Personalized brochures:
- 48% visit rate – went to special “Enroll Now” landing page
• Mobile/SMS:
- 1,272 mobile site visits
- 376 text inquires
Campaign Architecture
To drive interest in OU’s summer program a cross-media program was developed that incorporated email, campaign microsites, Personalized URLs, personalized brochures, direct mail, social media and mobile/SMS.
Data Gathering
The first step in the program was to gather information from students about what influenced their decision to participate in summer sessions. This Students Needs Analysis Process (SNAP) engaged students already registered for a summer course via email and asked them to complete a short online survey. To encourage participation all respondents were entered into a drawing to win a reserved parking spot near the building of their choice.
The breakdown of respondents was:
- 71% undergraduate
- 12% graduate
- 2% post baccalaureate
- 15% other
The overwhelming reason (90%) given for taking a summer class was to earn a degree faster. This was reflected in all future promotions for the summer session particularly with the tagline, “Accelerate your degree.”
Source: PODi
This case study is available to our readers courtesy of PODi. PODi is a worldwide initiative helping member companies generate exciting ideas and applications to build profitable digital printing & marketing solutions businesses. While overall print volumes are in decline, PODi members are learning winning strategies for print-on-demand, marketing operations and full-service direct marketing.
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©2012, Caslon, a PODi Affiliate. All Rights Reserved.
This case study is available to our readers courtesy of PODi. PODi is a worldwide initiative helping member companies generate exciting ideas and applications to build profitable digital printing & marketing solutions businesses. While overall print volumes are in decline, PODi members are learning winning strategies for print-on-demand, marketing operations and full-service direct marketing.
Find out more about PODi Membership at www.podi.org.
Get more free PODi Case Studies.
©2012, Caslon, a PODi Affiliate. All Rights Reserved.
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