Higher Education Lead-to-Deposit Enrollment Campaign
Challenge
As a result of the pandemic, a mid-sized university was facing lower than normal student enrollments, diminished prospect and applicant pools, as well as decreased on-campus visits. In prior years, the university’s campus visit program had been a valuable component in a prospective student’s decision to attend the college. Because of the restrictions, an “online campus visit” was established for prospective students and parents. The challenge was to increase online campus visit engagement through the direct mail channel and therefore grow enrollment numbers at all stages of the recruitment funnel.
Solution
Quantum recognized the opportunity to enhance our client’s marketing effectiveness by creating an omnichannel solution that acted as a companion to direct mail. Working with the university, Quantum developed and executed a 30-day integrated marketing campaign which incorporated technologies such as: direct mail, social media advertising, and website traffic and lead generation.
In addition, this omnichannel solution was designed to provide granular campaign statistics. Mail tracking, USPS Informed Delivery®, and household mailing address data were included in the solution. This allowed the university to track mail delivery, leverage the USPS Informed Delivery service, and incorporate the return of mailing address information for use in follow-up marketing campaigns.
