Engaging with Students Australian School Bursars Association (ASBA)
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Fuji Xerox Co., Ltd.
Key Objectives in Education
2
• Attracting/Recruiting “Right Students”
• Retaining Existing Students
• Fund Raising (Alumni Contribution Participation)
• Reducing Costs (Doing More with Less)
Key Success Factors
Ability to Raise Revenue from additional sources
Having Marketing Expertise – to attract/retain students and develop good public relations
Ability to take advantage of government subsidies and other grants
Ability to build support from the local community
Providing excellent facilities and educational programs
Having a record of academic success by past students
The power of personalisation
Vertical Static Response
Rate
Personalised Response
Rate
Personalised URL Visit
Rate
Education 2.9% 12.9% 21.0%
Average response rates by vertical market for campaigns set to a house list
Standard (Mono) Mail Pack – 1%
Standard (Colour) Mail Pack – 2-3%
Adding a Name (Mono) – 1-2%
Adding a Name (Colour) – 3-4%
Colour with full customisation – 10% and beyond with Cross-Media
What is One-to-One Marketing?
• Cross-media marketing, web-to-print and variable data print production solutions delivers highly effective, one-to-one marketing campaigns.
• Relevant, attention-grabbing messages are delivered to targeted recipients using mediums with the most impact—including print, e-mail, Web and mobile.
The One-to-One Advantage
Ability to reach each prospect or alumni with the right message, the right offer, at the right time through the right channel.
This is relevancy marketing. It lifts response rates, enhances customer loyalty and increases customer value and return on investment.
1-to-1 marketing can distinguish your school from others using state-of-the-art solutions for print and online media with consistent branding and personalised messaging to meet strategies and needs of effective communications to….
How can we help?
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Fundraising
Recruiting / Admissions
Event Invitations
Awareness Building
Promotions & Kits
Surveys
Example:Recruiting
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Personalized print materials produced via online application with follow-up email and personalized webpages. A proven technique for driving results through cross-media marketing.
Personalised Email
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Personalised email reinforces the message communicated via both web and print. Once again, multi-touch point marketing gets the message across.
Direct Marketing: Lead Generation
Partou offers high-quality childcare in over 100 locations across the Netherlands
Objective
Enroll new children in Partou childcare
Solution Personalized direct mail sent to families within three miles of selected Partou centers
To encourage recipients to visit campaign site a chance to win an iPad3 and a 400€ travel coupon were offered
Benefits 1.5% of recipients visited the campaign microsite
ROI of over 2,200% based on new enrollments and an average childcare length of four years
Source: PODi, www.podi.org
Personalized Direct Mail: Version for older children
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Child’s name
Source: PODi, www.podi.org
Personalized map showing route from home to nearest Partou center
Response mechanisms: General URL with personalized passcode or QR Code
Personalized Direct Mail: Version for young children
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Family name
Source: PODi, www.podi.org
Personalized map showing route from home to nearest Partou center
Response mechanisms: General URL with personalized passcode or QR Code
Case Study – Increase Student Enrolments
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Objective Only 5% of alumni annually renew alumni association membership
Benefits Two campaigns were run that delivered the following results:
- 19% response rate for the personalized test campaign
- 6% response rate for UTSA Alumni Association personalized postcard campaign More members increased their regular membership to life level
Growing college located in San Antonio, TX Over 80,000 alumni
Solution Increase Membership renewals – especially New Grads renewals Offer various renewal options
Strategy: Cross-channel campaign
Envelope personalized with name and offer
Personalized mailer
Reply card varied based on alumni segment
Name and address
Image based on age and gender
Offer
General URL
Variable messaging
Follow-up email
Source: PODi, www.podi.org
Case Study – Reduce Costs
Relevant and personalised prospectus reduces costs yet grows student enrolments
Prospective Students
Self service: Personalised RURL with direct link to download Personalised
Prospectus
Confirmation and Followup eMail with
Personalisation
Case Study – Increase Student Enrolments
Salem College uses Cross-Media to Encourage Prospects to Visit
Objective Salem College wanted to increase interest and future enrollment by trying a different marketing approach that appealed to female high school students while reducing the budget 20%
Solution The campaign began with an invitation mailer that led to a personalized URL and featured a link to a 50 second trailer. A password-protected link to the full 5 minute video was available via thank-you email upon completion of the survey.
Personalized response pieces, non-response mailers, emails and event announcement mailers were sent out based on data from the PURL as well.
Benefits
Salem had approximately a 303% increase in responses over the previous year's campaign. The total responses to the campaign exceeded their expectations and they received more visits to Spring Visit (a 46% increase) than the previous year. All of this was achieved while staying within the reduced budget.
Case Study – Increase Student Enrolments
Cutting-edge communications to attract high-achieving students
Objective Increase students attending on-campus visitor event
Capture information from prospective students that could be used to make future communications more relevant
Increase enrollment in the Honors Program
Solution
Miami University implemented a multi-channel direct marketing campaign. The campaign included variable data personalization, Personalized URLs, direct mail and email. The variable mailer was tested against a static control.
Benefits
39% of Personalized URL visitors completed the survey form
Strategic targeting reduced print & mailing cost by 29%
Increased total prospective student visits by 32%
Achieved 300% increase in Scholar Saturday Visits
Case Study – Increase Student Enrolments
Cutting-edge communications to attract high-achieving students
Objective
Increase the donation amount received by active donors
Increase the number of donors by reaching out to alumni who are not active donors
Solution Using variable data printing (VDP), a direct-mailer was personalized with the alumnus' name, class year, and a representative photograph from the alumnus' decade.
Benefits
The average gift amount rose from $150 per donor to $250 per donor, a 67% increase
The total number of donors increased
Case Study – Fund Raising
Record Fundraising Results for Educational Non-Profit
Objective Raising enough funds to bridge the gap between tuition revenue and actual costs (approx. $992 per Student)
Solution A direct-marketing campaign that incorporated personalised letters, postcards and phone-a-thons was developed and executed over three months.
Each touch-point leveraged personal relevant copy and images based upon the individual student – name, grade, individual teachers message.
Benefits
The average gift amount rose from $150 per donor to $250 per donor, a 67% increase
The total number of donors increased
Fund raising success story: Private School in Florida: Out-of-Door Academy
Courtesy: One to One Gulfcoast, Out-of-Door Academy
personalised personalised
personalised
Turn Communications Into Conversations…Easy as XMPie
• One Platform Data, creative, production, deployment and analytics in one solution
• One Set of Business Rules Write logic once and apply rules to multiple touch points across multiple mediums
• Integrates With Adobe Limitless creativity and flexibility in template production using the industry standard design tool
• Automated Tracking and Reporting Increase results and ROI thru advanced campaign analytics across all mediums
• Bi-Directional Technology Enhance ongoing conversational communications by applying intelligence to data captured
Fuji Xerox Value Propostion
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Customer Intimacy: A More Interactive and Personal Experience
Increase Engagement with Key Stakeholders though existing or new digital communications vehicles
Cost Reduction Decrease communication spend and redirect savings to increase personalisation and technology
Revenue Generation Capture incremental revenue opportunities by leveraging mobile & digital platforms and improved personalisation and interaction