(August 20, 2008) Full-service national marketing, advertising and public relations firm Fabiano Communications (FabCom) is harnessing the power of personalized, multi-channel campaigns. The Scottsdale, Ariz.-based firm is using XMPie PersonalEffect cross-media software to help a higher education institution rise above the clutter with their print, Web and e-mail student enrollment marketing programs.
 
High online enrollment targets, combined with limited marketing budgets, led the University of Advancing Technology (UAT) in Tempe, Ariz. to search for a marketing program that delivers lower costs per lead, easy fulfillment and a positive first-touch prospect experience that projects the school's mission of advancing technology. UAT and FabCom worked together to develop a comprehensive one-to-one marketing campaign spanning Web, e-mail, print and call center telemarketing. 
 
FabCom worked with UAT staff, faculty and students to create an automated trigger marketing system providing personalized messages to each of UAT's diverse target audiences. The system includes two content management innovations for the school's recruitment Web site. The first, called SmartNav, is an information gathering and custom navigation system. The second is a predictive algorithm, nicknamed ESP, which anticipates the links a user will want next based on historical views and usage patterns.
 
Data gathered from the UAT recruitment Web site is then fed into XMPie PersonalEffect Cross Media edition to develop tailored direct mail, Response URLs (RURLs) and Web site landing pages containing targeted messages distributed in real time.
 
Brian Fabiano, chief executive officer, FabCom, said, "The University now has a holistic backbone to deliver a small private university experience throughout the recruiting process. The program is scalable without sacrificing the intimacy directed toward its unique niche audiences."
 
UAT's initial goal was to increase online student enrollment by 20 percent. The personalized cross-media campaign helped UAT exceed that figure, growing online enrollment by nearly 30 percent.  UAT's new one-to-one approach also streamlined the overall recruiting process, providing added efficiency and cost savings.
 
"Higher education institutions, just like their enterprise counterparts, are being challenged to do more with fewer resources while attempting to stand out from the competition," said Karin Stroh, vice president of marketing, XMPie, Inc. "FabCom and UAT took a unique approach combining best-of-class methodology, XMPie software and custom-designed technology to innovate the way the university engages students, speaking to them on a more personal level."