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Direct Mail & Email for Student Recruitment (NAGAP 2008)

Direct Development
Direct Development

A presentation on Multi-Channel Marketing for Adult-student Recruiting. Covers 4 topics: Knowing your Target Market, Understanding List Acquisition, Integrating Direct Mail and Email, and Tracking Results. (Co-Presented by Marymount University and Direct Development at the NAGAP 2008 Conference.)

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Direct Mail & Email for Prospecting Multi-channel Marketing for Adult-student Recruiting
Direct Mail & Email for Prospecting PRESENTERS: Direct Development, Inc. Charles Fraga President Dan Kabele List Specialist / Project Manager Tony Fraga Director of Sales & Marketing Marymount University Chris Domes Vice-President for Enrollment and Student Services Francesca Reed Director of Graduate Admissions
Presentation Overview STEP 1: Know Your Target Market STEP 2: Understand List Acquisition STEP 3: Integrate DM & Email Campaigns STEP 4: Track Results Q&A
STEP 1: Know Your Target Market
STEP 1: Know Your Target Market Targeted marketing can involve multiple media types Radio Print ads Direct Mail Email etc Direct Mail (DM) & Email are major players Priority #1: Build/Develop your Inquiry Pool of Prospective Students Have a Multi-layered strategy EXAMPLE: Marymount Universitys Marketing Strategy
STEP 1: Know Your Target Market You may already know this, but What differentiates your institution/program? What direction is your program going in? Why would a prospect choose your program? Do you have an understanding of where your inquiry pool stands currently? Identify your appeal before identifying who your prospective students might be.
STEP 1: Know Your Target Market Identify Prospective Students Make a Current Student profile Previous employment Demographics Education level Associations/Publications/Websites Use surveys to obtain unknown data (see Handout) Make a Desired Student profile Be PROGRAM-SPECIFIC with your targeting Review Past Efforts Previous rented lists? House lists? Previous events?
STEP 1: Know Your Target Market Target Marketing Checklist: Do you have program-specific profiles of prospects? Are your targeted groups too narrow? Too Broad? What do you want the targeted prospects to do? (Attend an Event?... Go to Website?... Express interest?) Does your plan comply with your institutions Brand? Do you know how many responses you need? Do you know how many campaigns you want to do?
STEP 1: Know Your Target Market EXAMPLE: Marymount Universitys Prospective Student Profiles Business Programs Education/Human Health Professions MBA, Human Resources, Services Primarily Nursing Legal & IT Teachers & Counselors Profiles using publication White Collar workers Change of Life people surveys particularly Nursing ready for a 2nd career Human Resource professionals Licensed Nurses Those who want their lives Those who are willing to be more to make a difference to Fitness occupations and educated (have taken other someone interest classes or seminars) Variety of careers including Physical Therapists & Those who might want to be those who might have Occupational Therapists promoted to management made their money already IT workers Willing to expand the traditional age range for a Paralegals more diverse audience Ages 28-late 40s
STEP 1: Know Your Target Market CONCLUSION: Be aware of how DM & Email fit into your overall Target Marketing strategy Focus on building your Inquiry Pool Create a profile of both current and desired students (use surveys!) Use program-specific targeted profiles to guide your list search
STEP 2: Understand List Acquisition
STEP 2: Understand List Acquisition Overview of the List World Access is somewhat limited to brokers and managers A whole set of lingo and methodologycounts, minimums, selects, etc. Different sources of lists 損 Compiled Lists 損 Response Lists 損 Specialty Lists (subscribers, members, customers) How trustworthy is the data?
STEP 2: Understand List Acquisition Whos who...and what is their primary interest? List Owners 損 Rarely rent directly (some associations do) List Managers 損 Have specific lists they market but do not have access to whole market of lists List Managers/Brokers 損 Will market ANY list on the market 損 Biased towards proprietary lists they manage Independent List Brokers 損 Should take on your interests and be unlimited in what they offer
STEP 2: Understand List Acquisition Direct Mail Lists (Postal) Pros Addresses are more stable, verifiable Much more targeted selection available than email lists Costs typically lower than email lists Lower minimum order requirements (~5,000 records) Prospect has something in-hand (more traditional) Cons Some people are less responsive to direct mail Higher Production Costs (printing, mailing, postage)
STEP 2: Understand List Acquisition Email Lists Pros Quick turnaround ability (can do last-minute campaigns) More response-driven data available More prone to immediate direct response Lower production costs (no printing, mailing, postage) Extensive reporting (delivered, opened, click-thrus) available for tracking Cons Higher minimum order requirements (10,000+) Poor overall selection of listslacks a lot of the targeting you might desire Opt in/opt out protocols Less reliable transmission (junk/spam filters, image limitations, etc.) Not great for first-time introduction Email addresses change frequently
STEP 2: Understand List Acquisition RESEARCH lists before acquisition Give your Target Market info to list advisor (from Step 1) Research Phase (2 weeks+) 損 List verifications/approvals 損 Counts & Costs 損 Source information 損 Usage Reports List Services professional should provide summary Choose lists that best accommodate your target and the available counts Test more lists at smaller quantities first
EXAMPLE: St. Matthews University List Research STEP 2: Understand List Acquisition
EXAMPLE: St. Matthews University List Research
STEP 2: Understand List Acquisition CONCLUSION: Institution size and reputation can determine DM vs. Email Multi-channel can offer the best of both worlds Start with a healthy List Research Phase Test multiple lists to determine effectiveness
STEP 3: Integrate Direct Mail & Email Campaigns
STEP 3: Integrate DM + Email Campaigns The Direct Mail Package Select the Proper Direct Mail Package: Letters Postcards/Self-mailers Invitations Special Packages Test multiple packages simultaneously Make sure your Graphic Design can be easily integrated in HTML Method of response must be clear and obvious!
STEP 3: Integrate DM + Email Campaigns The Email Campaign Timing with DM is critical: EmailDMEmail VS. DMEmailEmail MUST match both DM and website graphics Proper Email practices 損 From Line 損 Subject Line 損 Personalization 損 Text & Image Agreement 損 Above the fold, Links, Text vs. HTML versions, etc Method of response must be clear and obvious!
EXAMPLE: Marymount Universitys Integrated DM & Email Campaign
EXAMPLE: Marymount Universitys Integrated DM & Email Campaign
STEP 3: Integrate DM + Email Campaigns CONCLUSION: Select a DM package that coincides with the purpose of your campaign Time your Email campaigns to work harmoniously with your DM efforts Integrate! Integrate! Integrate! Make sure the desired response is loud & clear
STEP 4: Track Results
STEP 4: Track Results How to implement Tracking Codes Segment Data House Lists Rented Lists Different package types (split mailings) Specific data selections (gender, geography, field of study) Personalization Methods Directly on reply device Inkjet/Lasering or Variable Digital Printing Can be a reservation code or a priority code PURLs
STEP 4: Track Results
STEP 4: Track Results
STEP 4: Track Results Checklist for tracking responses: What happens to mailed-in responses? What happens to email responses? Have you set up an auto-response message for email responses? Do you have separate lists set up to track various interest levels? request more info vs. event sign-ups vs. applicants Do you have a database to compile response data? Who handles data entry & list hygiene? Does the IT dept know to track website activity? How is the data being charted for analysis? Do you know exactly what data points you want to analyze?
STEP 4: Track Results
STEP 4: Track Results
STEP 4: Track Results CONCLUSION: Applying source codes is easy (and inexpensive!) Segment your data to track both LISTS and PACKAGES Track Email & Website metrics as well Analyze results to see a comprehensive snapshot
Questions? Direct Development, Inc. Charles Fraga President (cfraga@directdevelopment.com) Dan Kabele List Specialist/Project Manager (dkabele@directdevelopment.com) Tony Fraga Director of Sales & Marketing (tony@directdevelopment.com) Marymount University Chris Domes Vice-President for Enrollment and Student Services (chris.domes@marymount.edu) Francesca Reed Director of Graduate Admissions (francesca.reed@marymount.edu)

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Direct Mail & Email for Student Recruitment (NAGAP 2008)

  • 1. Direct Mail & Email for Prospecting Multi-channel Marketing for Adult-student Recruiting
  • 2. Direct Mail & Email for Prospecting PRESENTERS: Direct Development, Inc. Charles Fraga President Dan Kabele List Specialist / Project Manager Tony Fraga Director of Sales & Marketing Marymount University Chris Domes Vice-President for Enrollment and Student Services Francesca Reed Director of Graduate Admissions
  • 3. Presentation Overview STEP 1: Know Your Target Market STEP 2: Understand List Acquisition STEP 3: Integrate DM & Email Campaigns STEP 4: Track Results Q&A
  • 4. STEP 1: Know Your Target Market
  • 5. STEP 1: Know Your Target Market Targeted marketing can involve multiple media types Radio Print ads Direct Mail Email etc Direct Mail (DM) & Email are major players Priority #1: Build/Develop your Inquiry Pool of Prospective Students Have a Multi-layered strategy EXAMPLE: Marymount Universitys Marketing Strategy
  • 6. STEP 1: Know Your Target Market You may already know this, but What differentiates your institution/program? What direction is your program going in? Why would a prospect choose your program? Do you have an understanding of where your inquiry pool stands currently? Identify your appeal before identifying who your prospective students might be.
  • 7. STEP 1: Know Your Target Market Identify Prospective Students Make a Current Student profile Previous employment Demographics Education level Associations/Publications/Websites Use surveys to obtain unknown data (see Handout) Make a Desired Student profile Be PROGRAM-SPECIFIC with your targeting Review Past Efforts Previous rented lists? House lists? Previous events?
  • 8. STEP 1: Know Your Target Market Target Marketing Checklist: Do you have program-specific profiles of prospects? Are your targeted groups too narrow? Too Broad? What do you want the targeted prospects to do? (Attend an Event?... Go to Website?... Express interest?) Does your plan comply with your institutions Brand? Do you know how many responses you need? Do you know how many campaigns you want to do?
  • 9. STEP 1: Know Your Target Market EXAMPLE: Marymount Universitys Prospective Student Profiles Business Programs Education/Human Health Professions MBA, Human Resources, Services Primarily Nursing Legal & IT Teachers & Counselors Profiles using publication White Collar workers Change of Life people surveys particularly Nursing ready for a 2nd career Human Resource professionals Licensed Nurses Those who want their lives Those who are willing to be more to make a difference to Fitness occupations and educated (have taken other someone interest classes or seminars) Variety of careers including Physical Therapists & Those who might want to be those who might have Occupational Therapists promoted to management made their money already IT workers Willing to expand the traditional age range for a Paralegals more diverse audience Ages 28-late 40s
  • 10. STEP 1: Know Your Target Market CONCLUSION: Be aware of how DM & Email fit into your overall Target Marketing strategy Focus on building your Inquiry Pool Create a profile of both current and desired students (use surveys!) Use program-specific targeted profiles to guide your list search
  • 11. STEP 2: Understand List Acquisition
  • 12. STEP 2: Understand List Acquisition Overview of the List World Access is somewhat limited to brokers and managers A whole set of lingo and methodologycounts, minimums, selects, etc. Different sources of lists 損 Compiled Lists 損 Response Lists 損 Specialty Lists (subscribers, members, customers) How trustworthy is the data?
  • 13. STEP 2: Understand List Acquisition Whos who...and what is their primary interest? List Owners 損 Rarely rent directly (some associations do) List Managers 損 Have specific lists they market but do not have access to whole market of lists List Managers/Brokers 損 Will market ANY list on the market 損 Biased towards proprietary lists they manage Independent List Brokers 損 Should take on your interests and be unlimited in what they offer
  • 14. STEP 2: Understand List Acquisition Direct Mail Lists (Postal) Pros Addresses are more stable, verifiable Much more targeted selection available than email lists Costs typically lower than email lists Lower minimum order requirements (~5,000 records) Prospect has something in-hand (more traditional) Cons Some people are less responsive to direct mail Higher Production Costs (printing, mailing, postage)
  • 15. STEP 2: Understand List Acquisition Email Lists Pros Quick turnaround ability (can do last-minute campaigns) More response-driven data available More prone to immediate direct response Lower production costs (no printing, mailing, postage) Extensive reporting (delivered, opened, click-thrus) available for tracking Cons Higher minimum order requirements (10,000+) Poor overall selection of listslacks a lot of the targeting you might desire Opt in/opt out protocols Less reliable transmission (junk/spam filters, image limitations, etc.) Not great for first-time introduction Email addresses change frequently
  • 16. STEP 2: Understand List Acquisition RESEARCH lists before acquisition Give your Target Market info to list advisor (from Step 1) Research Phase (2 weeks+) 損 List verifications/approvals 損 Counts & Costs 損 Source information 損 Usage Reports List Services professional should provide summary Choose lists that best accommodate your target and the available counts Test more lists at smaller quantities first
  • 17. EXAMPLE: St. Matthews University List Research STEP 2: Understand List Acquisition
  • 18. EXAMPLE: St. Matthews University List Research
  • 19. STEP 2: Understand List Acquisition CONCLUSION: Institution size and reputation can determine DM vs. Email Multi-channel can offer the best of both worlds Start with a healthy List Research Phase Test multiple lists to determine effectiveness
  • 20. STEP 3: Integrate Direct Mail & Email Campaigns
  • 21. STEP 3: Integrate DM + Email Campaigns The Direct Mail Package Select the Proper Direct Mail Package: Letters Postcards/Self-mailers Invitations Special Packages Test multiple packages simultaneously Make sure your Graphic Design can be easily integrated in HTML Method of response must be clear and obvious!
  • 22. STEP 3: Integrate DM + Email Campaigns The Email Campaign Timing with DM is critical: EmailDMEmail VS. DMEmailEmail MUST match both DM and website graphics Proper Email practices 損 From Line 損 Subject Line 損 Personalization 損 Text & Image Agreement 損 Above the fold, Links, Text vs. HTML versions, etc Method of response must be clear and obvious!
  • 23. EXAMPLE: Marymount Universitys Integrated DM & Email Campaign
  • 24. EXAMPLE: Marymount Universitys Integrated DM & Email Campaign
  • 25. STEP 3: Integrate DM + Email Campaigns CONCLUSION: Select a DM package that coincides with the purpose of your campaign Time your Email campaigns to work harmoniously with your DM efforts Integrate! Integrate! Integrate! Make sure the desired response is loud & clear
  • 27. STEP 4: Track Results How to implement Tracking Codes Segment Data House Lists Rented Lists Different package types (split mailings) Specific data selections (gender, geography, field of study) Personalization Methods Directly on reply device Inkjet/Lasering or Variable Digital Printing Can be a reservation code or a priority code PURLs
  • 28. STEP 4: Track Results
  • 29. STEP 4: Track Results
  • 30. STEP 4: Track Results Checklist for tracking responses: What happens to mailed-in responses? What happens to email responses? Have you set up an auto-response message for email responses? Do you have separate lists set up to track various interest levels? request more info vs. event sign-ups vs. applicants Do you have a database to compile response data? Who handles data entry & list hygiene? Does the IT dept know to track website activity? How is the data being charted for analysis? Do you know exactly what data points you want to analyze?
  • 31. STEP 4: Track Results
  • 32. STEP 4: Track Results
  • 33. STEP 4: Track Results CONCLUSION: Applying source codes is easy (and inexpensive!) Segment your data to track both LISTS and PACKAGES Track Email & Website metrics as well Analyze results to see a comprehensive snapshot
  • 34. Questions? Direct Development, Inc. Charles Fraga President (cfraga@directdevelopment.com) Dan Kabele List Specialist/Project Manager (dkabele@directdevelopment.com) Tony Fraga Director of Sales & Marketing (tony@directdevelopment.com) Marymount University Chris Domes Vice-President for Enrollment and Student Services (chris.domes@marymount.edu) Francesca Reed Director of Graduate Admissions (francesca.reed@marymount.edu)