Toni Schottenhammer of Xerox shares a case study for their One to One Lab program
Published on April 15, 2011
Toni Schottenhammer, Market Development Manager, shares a case study of their proof of concept test called One to One Labs for BPT Communication Solutions and their client the Miami University.
Hi. This is Toni Shottenhammer with Xerox Corporation. I’m Market Development Manager for our Graphic Arts Industry Marketing Group. I’m here today to talk to you about a Xerox One-to-One Lab Program which is a proof of concept test for marketers. We partnered with Xerox customer and print provider, BPT Communications Solutions. They brought forth their end user which is Miami University, which is actually located in Oxford, Ohio, for their Honors Program. Their whole goal in life was to get the high-achieving, high-performing students to be enrolled in their Honors Program.
They were looking to increase their enrollment but not lose that standard of that high-achieving high school student. So one of the things they wanted to do was to improve the way they market to them. In the past their strategy was more is better, and they were convinced that there has to be a better way to market to these students. So entered the Xerox One-to-One Lab, the expertise from the Lab, as well as BPT. We helped them develop a one-to-one multi-channel campaign in order to entice students to enroll and to visit at Miami University.
The goal initially was to get them to sign up to visit at their Scholars Saturday Program, because Miami University Research told them if prospective students come into the Program and actually see Miami University there’s a higher chance they’ll actually enroll at Miami University. In the first three weeks after sending out a One-to-One personalized brochure with a personalized URL we were able to increase their Scholars Program by over 30 percent, which was huge for Miami University. At the end of the day their increase for applications increased by four percent from the previous year, and the number of those enrolled in the Honors Program for those high-achieving students was over 30 percent.
So Miami University today was not only thrilled with those results but they saw a 4huge increase in the amount of activity going to their websites. Those going to the personalized URL was much higher for those that received the One-to-One piece over a static control piece. So today Miami University is underway in looking at the new applications for the next incoming freshmen for the 2011-2012, and they’ve already seen the increase in the applications that they received.
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