success stories

Client: Gonzaga University

The successful six-month market study of the Canadian provinces where Gonzaga University offers degrees resulted in a clear strategy for growth in the School of Education. With full faculty support, GU now has a roadmap to achieve its mission and goals for years to come. Research in the coming months will focus on opportunities for expansion in the western states area. Dr. Shirley Williams, Dean of the School of Education, remarked,
“The quality and comprehensiveness of this study was beyond expectations. Jean and her team not only examined environmental factors but spoke to hundreds of our students and alumni. They involved faculty and administrators in the process which led to a cohesiveness that is absolutely essential for effective planning for our School and faculty.”

DOES SENDING MAIL WORK?

The results of a blind mail stream communications test:

On March 3, 2008 we initiated a blind mail test.  Here’s what we did:

With the help of a client institution, we selected two campus locations to test.  The schools were in different states and served slightly different populations.  Both offered associate degrees and both utilized a mix of organic internet, paid web leads (Vantage, CuNet, Quinstreet, All Star Directories, etc) television, and to a lesser extent print, and direct mail. One location serves approximately 600 students, while the other location serves approximately 400 students.

Methodology: 
Twice a week we harvested internet leads using our client’s dashboard.  Half of the leads were randomly selected and placed in a “not mailed” file – while the other half were place in a “mailed file.” 

Once a week the client emailed us a list of all other leads.  This included walk ins, referrals, television leads, and anything else that was NOT generated over the internet.  Each time we received leads from the client half of the leads were randomly selected and placed in a “not mailed” file – while the other half were place in a “mailed file.” 

From here, we immediately mailed our Custom Prospect Respondersm (CPR) piece to the “mailed” file.  This group then received five additional pieces over the next 90 days.  Each piece is customized by location and features variable text and images related to the campus and program of study.

The individual campus locations and the corporate office had no way of knowing who received mail, and who was in the control group.

On July 10, 2008 we evaluated the progress to date.  Here is a snapshot of our findings:

Limitations:
Ironically, Campus A sent us several leads each week without an address.  Even though many of these leads that were sent by the campus were from television, referrals and even walk-ins, we were forced to add these names to the “not mailed” file.  We believe this contaminated the test, and that the results for Campus A could have been even better.

The communication plan lasts for 90 days.  Because the test began on March 1st, only those inquiries from March and April would have received all six pieces by the end of June.  We fully expect the results to increase even more – and the gap to widen, when we compare results after the next enrollment date – as all of the “mailed” population will have received all six pieces in the communication plan.

*Given the slightly larger “not mailed” file – we project the corrected number to be even greater.  Given that, the numbers and percentages reported above are conservative.

Conclusions:
Sending mail works – but not just any mail.  The old notion that prospects must come in to obtain more information is no longer true.  Targeted information that speaks to the prospect’s area of interest helps them make a buying decision.  Students are eager to learn more about your school.

Other Case Studies

Client: Robert Morris College—Peoria Campus

Situation: Declining enrollment caused primarily by decreased inquiry flow

Strengths: Excellent campus location and facilities with several unique selling propositions

Definition: Mixed media advertising campaign

Objective: Establish “local presence” while increasing inbound telephone inquiries

Key Messages: All around Peoria people are talking about Robert Morris

Deliverables: Television advertising, radio advertising, transit advertising, outdoor advertising, newspaper advertising, internet “pay for lead” campaign, admissions coaching

Results: Increased fall new student enrollment 50% over previous year, while operating within budget constraints

Client: Virginia College at Austin

Situation: Experiencing a declining inquiry pool in a crowded and competitive market

Strengths: Several unique program offerings; good diversity of program areas; both certificate and associate degree programs available; small class sizes; academic advisers select classes for students; all classes available on one campus location

Definition: Mixed media advertising campaign

Objective: Generate inquiries while establishing and reinforcing unique selling proposition

Key Messages: Choice and direction; “I chose Virginia College at Austin because…”

Deliverables: Integrated advertising campaign including TV, newspaper ads and inserts, sell sheets, lobby video, internet landing page, and telephone directories

Results: Increased inbound inquiries by 30 percent without increasing advertising budget