How does your university's message not get lost in the sea of direct mail and email campaigns that go out on a daily basis? Developing an educational marketing plan is critical for the smooth sailing of your campaigns.
Three key points as noted at the Aslanian Conference- Marketing to The Adult Learner, June 4, 2010.
1. Target Marketing - Target your marketing through segmentation analyses. Understand who your best prospects are through modeling which predicts those likely to enroll, behaviors/attitudes, channel engagement, and attrition.
2. Best Direct Mail Practices - Picking a list is not always easy. With over 67,000 list options EMS can help your institution select the right list for the right campaign.
- Incorporate A/B test splits with rich segmentation selects.
- Test QR Codes in your creative and outside envelope.
- PURL's: Drive your leads to the landing page in which the offer was intended through personalized URL's. Incorporate reply choices: personalized URL, 800 number and/or pre-populated business reply card (BRC).
- Email Marketing Understand best practices for from line, subject line; incorporate A/B subject line splits, share links and embed rich URL's for segmentation targeting.
3. Marketing Metrics - How do you leverage web behavior and response to understand the right time, right message, and right channel? Create a lead marketing program for your university through a digital marketing platform that gives your school a complete digital toolset you need to drive revenue and cultivate relationships. Solutions include: scoring, ranking, routing, CRM syncing, alerting, monitoring and nurturing. Metrics allow your university the ability to:
- Measure Online Lift From Offline Activity
- Understand Students Preferences and Experiences
- Understand Marketing ROI Initiative Per Channel
Develop an educational plan using three key indicators: target marketing, best practices, and marketing metrics. The key to enrollments is: over time- not overnight, and multi-touch. Reach out to your prospect multiple times through multi-channel avenues which include a postal/email campaign, multiple email blasts or multiple postal touches.