Community College Targets Adults Using
Variable Data Copy and Images in
Mail Campaign
Goal
Increase enrollment of adult students at the college.
List
The college provided a list of people that had applied to the school but never enrolled. Records included people who had applied for the Fall 2009 Semester, Spring 2010 semester and Fall 2010 semester. There were a total of 670 records. Well over half of the applicants were female. The data included the applicant's program of study and age. Average age was 36.
Campaign Architecture
A 6x9 postcard was chosen to deliver the message. The mail panel side had a personalized message from an adult student with her picture stating that going back to college was not hard and offering to "walk you through the process" of applying if they called in.
The front side of the postcard had a message letting the recipient know that there was still room for them in the program they were interested in for the Spring 2011 semester. Variable Data also included an image depicting a graduate from the recipient's program of study. For example, someone enrolling in the Nursing Program would receive a postcard with an image of a nurse and the subhead "By the way Mary, there's still time to apply to the College's Nursing Program."
The top 8 programs covered 67% of all applicants and variable images were used for each.
● Nursing
● Teaching
● Personal Enrichment
● Associate of Science
● Radiology
● EMT/Paramedic Certificate
● Business Management Technology
● Allied Health Sciences
The front side of the postcard also included the headline "What's Stopping You?" followed by a list of statements intended to overcome objections to enrolling at the college like "juggling work, family and school".
Each person received the mailer twice. The mailings were about 7 weeks apart.
Results
Forty people (5.9%) from the list of 670 adults enrolled in the Spring 2011 semester. 77.5% were female and the average age was 37. Potential first year tuition from the 40 students is $120,000 which gives an ROI of 57.
Conclusion
Educational institutions as well as many companies and organizations are sitting on gold mines in their databases. All businesses need to stay in touch with people who have made inquiries about their products and services. These are "Hot" leads that can turn cold for lack of attention.
Using variable data technology made it possible to use the recipient's name and bringing a picture of someone in their field of study made it relevant to them so the mailer got read.
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