Using targeted direct mail for outreach
Many institutions have been able to use tools such as direct mail along with address validation software to reach out to potential clients and increase revenues in recent years. By taking a targeted approach to marketing and making the outreach effort personal, more are likely to respond.
In one recent example, Robert Morris University in Chicago was able to significantly increase enrollment levels by sending out postcards and letters to 385,000 prospective students, Direct Marketing News reports. Included in the mailers were personalized URLs, which gave people the chance to go online and find out more details relevant to them.
When the potential students followed the links, they were able to get more information based on the region of the country they lived in, their SAT scores, whether or not they played sports and other factors.
The campaign resulted in a doubling of the school's response rate, with lead purchases going up to 58 percent. In addition, the cost to the client dropped by 56 percent and the school was able to increase enrollment by 6.1 percent.