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.
To post a comment Log In or Become a Member, doing so is simple and free
What PDF 2.0 Will Mean for the Printing Industry
Published: January 17, 2017
Mark Lewiecki, Senior Product Manager at Adobe, talks about PDF 2.0, now being developed through the International Standards Organization which has responsibility for the PDF standard. A key new attribute is the ability to put page-level media-specific information directly into the PDF file. The ISO is also defining the metadata as it relates to media, especial for variable data printing, and is incorporating CxF spectral data into the PDF file.
Learn About Anti-Counterfeiting Measures in Packaging
Published: January 17, 2017
Christine Gallagher, Director of Commercialization at Sonoco Trident, a division of the $5.2 billion packaging organization Sonoco, comes from a brand owner background. She speaks about the latest trends in anti-counterfeiting in packaging and how Sonoco Trident controls anti-counterfeiting measures, including reporting, and next generation developments that empower consumers.
Leveraging Standards and Specifications to Get to Great Color
Published: January 16, 2017
Don Hutcheson of HutchColor, one of the industry's most knowledgeable color experts, shares his thoughts on the latest developments in color management and the tools print service providers should have to be able to print to the numbers and deliver against customer color expectations. He explains how industry standards are driving more process control into the art and science of printing.
Are You Ready for the MarTech Explosion?
Published: January 16, 2017
Marketing technology is exploding. Michael Chase of St. Joseph Communications says that there are now more than 3,500 providers of "MarTech" services. But, building efficient marketing platforms requires more than just cherry-picking technology solutions. Chase notes that all the MarTech in the world won't help if there is no content strategy in place to guide the effort. The first tasks are to define the kinds of content to be created and to identify the audiences to whom the content will be presented. Armed with this knowledge, says Chase, marketers can choose the right channels and work toward achievable outcomes.
Frank Looks Back at Early Variable Data Printing
Published: January 13, 2017
Frank talks about some of the earliest Variable Data Printing from when digital color first came into play in 1994. He shows the now classic Alphabits piece and many others.
Change Management in Print MIS
Published: January 12, 2017
When your Print business is faced with changing your Print MIS, the attitude towards the change can make all the difference. Are you looking to force the Print MIS software to work just like you work today or are you willing to adapt your workflows to optimize how the Print MIS software was built?