To attract students and parents to scheduled Open Houses that expose them to school life which would lead to the student applying for admission.
Campaign Architecture
Two postcards were mailed to households in a specific geographic area meeting the student's demographic profile based on current enrollment. The first postcard emphasized the school's excellent academic record. The second emphasized the impressive sports facilities.
Two email deployments, using the same demographics as the mail list, deployed about the same time as the postcards and emphasized the senior classes' scholarship awards and National Merit recognition. It was strategic that the postcard and emails emphasized different strengths at the school. While the mail list and email list were from different sources, they were in the same geographic area and many families would have received both.
Results
55 families signed up for 12 different open houses spread over a 3 month period on 2 different campuses.
Of the 55 families that attended, 19 (or 35%) were on the mail list. The remaining 36 families would have received their information from the following:
· Email Deployment
· Pass along from the Postcard
· Pass along from the Email
· Web site
· Other media such as billboards
The school did not keep exact records on how the families heard about the open houses so it is not possible to determine the exact number of people that acted on the email deployment.
The final results will not be calculated until enrollment for the 2012 school year is complete. At that time, a final analysis and ROI
can be determined.
Conclusion
Both mail and email did their job in this case study.
