Case Study (December 2008)
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- Dwayne Cole
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1 Case Study (December 2008)
2 Project: UW College Online Promotion Vertical Market: Multiple Business Applications: Direct Marketing Program Objective: Get students to register for spring classes Make potential students that expresses an interest in the past aware of what UW College Online has to offer them. Description UW Colleges Online offers an Associate of Arts and Science (AAS) degree, as well as requirements for other degree programs and/or classes for other individual reasons all online from anywhere including home, school, work, or traveling afar. The UW Colleges AAS degree fulfills the university-wide, college, school and general education breadth requirements for most bachelor s degree programs and is widely accepted by other institutions, including those within and beyond the University of Wisconsin System. The UW College Online PURL was a multi-channel campaign that was designed to inform potential students that expressed an interest in the past to check out what UW College online has to offer them and have them register for spring classes. This campaign consisted of 2 direct mail pieces, fulfillment and a personalized landing page The target market was males and females ranging in the ages of?? to??. 75% of the list where mailed to potential students in Wisconsin and the remaining 25% were mailed all over the United States. The UW College Online campaign was a complete success, bring in more the 6.00% response rate. The 2 postcards were mailed to 2,299 potential students; with two complimenting E-blasts sent to 1,712 (%) of the same contacts with valid . UW College Online had a total of 190 (8.26%) visits to their PURL landing page and 138 (6.00%) responses to the survey. For the respondents that participated in the survey the following information was polled: Question 1: Associate Degree - 2 year degree (24.64%) Bachelor Degree - 4 year degree (47.10%) Taking college course to supplement my course load from another college or university (13.77%) Note Sure (5.07%) Question 2: Extremely Likely (50.72%) Very Likely (20.29%) Moderately Likely (12.32%) Somewhat Likely (14.49%) Not at all Likely (2.17%) Question 3: Extremely Likely (49.28%) Very Likely (19.57%) Moderately Likely (17.39%) Somewhat Likely (12.32%) Not at all Likely (1.45%)
3 Time/Lift 1.1 UW College Online Direct Mail Piece (2 mailers) UW College Online Direct Mail Piece was launch to potential students who have expressed an interest in the past. This mailed all around Wisconsin as well as all over the United states. The 8.5 x 5.5 noted a personalized URL with the recipients name on the front side of the postcard as well as the back side. Once the student accessed the personalized URL there was 3 questions to be answered. Are you most interest in. (Drop Down Menu) How likely is it that you will take a college level course in the next year? (Drop Down Menu) How likely is it that you will take a college level course over the internet in the next year? (Drop Down Menu). this spring, find peace of mind... Earn your UW degree online. Visit your personalized URL for more information UWCollegePC.indd 1 {URL HERE} {Name}, Registration now open... earn your associate degree fulfill general ed college credits supplement your on-campus course load The best start for the life you want. 11/13/08 10:31:44 AM Client Print Provider/Agency UW College Online Proven Direct UW College Online Postcard Paper Size 8.5 x 5.5 Hardware Software 110 lb. GPA Matte Cover Indigo - Full Color Adobe InDesign, Photoshop, Illustrator CS3/ QuarkXpress 7.
4 PURL Landing Page Survey Page Contact Information Thank You Page
5 Lead Thank You Trigger 1.2 UW College Online E-Blast UW College Online executed 2 e-blast. The 1st e-blast sentout 11/24/08 to 1,712 potential students and the 2nd e-blast sent out 12/09/08 to 1,712 potential students.
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