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Looking ahead, Alloy Marketing's [Joe Moore] underscored the importance of smart tactics that employ a combination of print and digital. "The real paradigm shift is more online," he says. "The best of both worlds is print or interactive - or 'printeractive,' as we call it."
16 | DMNEWS | August 9, 2010 | www.dmnews.com EDUCATIon Recruitment CASE STUDIES for the best Acquisition And retention: nortHeAst MississiPPi coMMunitY coLLeGe Northeast Mississippi Community College Colleges turn to myriad marketing wanted to boost enrollment and retain current students. In spring 2009, it hired tactics at a time of soaring enrollment the Mabus Agency, a Tupelo, MS-based marketing agency, marking the first time the college had enlisted agency support. It By Shahnaz Mahmud Top trends launched a direct mail campaign for what : The marketing departments at the nation’s uni- was then the upcoming fall semester, versities are in the business of attracting diverse, Competition is fierce mainly targeting 16- to 18-year-olds. top talent to their schools. In the last year, they as enrollments rose In its research, the Mabus Agency found were presented with a unique challenge. College amid the country’s high that while many schools #1 enrollment rates jumped during the recession unemployment rate had abandoned direct to a record high in the 2009 season as unem- mail, opting instead to ployed workers turned to education. At the same College marketing use Twitter, Facebook time, both private and public universities felt the has followed the and other social media squeeze of a weakened economy among their trend toward online, in an effort to target teens, this medium actually donors and students alike. All of these factors but know your audi- stood out from the others. “We found that this is the actual mailboxes at the same time. It also sent put greater pressure on the schools’ marketing ence. Some students first piece of mail a lot of these students received,” out reminder cards in the middle of the campaign, teams to perform. will enjoy a brochure says Josh Mabus, agency founder. “It marked a particularly to non-responders. Joe Moore, CEO and president of Alloy Edu- or other mailer right of passage of going into adulthood. Twitter is Another component of the campaign used digital cation, a division of Alloy Media and Marketing something they use every day, and they use Face- printing to create a mailing that contained data said, “Some of the smaller colleges that are more Personalize the book every day, [but] they don’t get mail every day.” prospective students supplied, such as major of tuition driven used some of their endowment to marketing with The Mabus Agency compiled student names from interest or activities. fund operations, leaving them with less capital.” PURLs, imagery and ACT/SAT testing data and high school senior lists. It The campaign paid off, helping to produce a 12% on-campus events mailed these prospects brochures and school infor- enrollment increase in fall 2009, and a 17% bump mation tailored to the individuals. The personaliza- again in the mid-year 2010 semester. tion carried over to an e-mail marketing campaign “We are very excited about the direct marketing The best of both worlds where students were asked to go to a personalized approach Josh and his team created for us. This is print or interactive — Web address, or PURL. In addition, it used Intel- ligent Mail Barcodes to coordinate the delivery of caused a significant increase in campus visits threefold,” adds Lynn Gibson, associate dean of stu- or ‘printeractive,’ as we an e-mail with the delivery of brochures to students’ dents and director of admissions and registration. l call i
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