Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     WEBINAR: Keeping Print in the Mix in Customer Communications     European Coverage

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.

Email Icon Email         

 

Discussion

By Tina Stelzer on Apr 18, 2011

Toni, that was a great case study from the work of Xerox's 1:1 lab. Thanks for sharing...great example of how to explain the benefits of targeted marketing in a simple, short manner.

 

By Tina Stelzer on Apr 18, 2011

Toni, that was a great case study from the work of Xerox's 1:1 lab. Thanks for sharing...great example of how to explain the benefits of targeted marketing in a simple, short manner.

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: ThreadX Gearing Up to Be an Informative Conference for the Garment and Apparel Decorators Community

ThreadX Gearing Up to Be an Informative Conference for the Garment and Apparel Decorators Community

Published: January 22, 2018

SGIA's President & CEO Ford Bowers shares information about the upcoming ThreadX Conference, scheduled for 25-28 February in Palm Springs. Designed to support the garment and apparel decorators community, the second largest community within SGIA, ThreadX will feature well-known speakers and thought leaders from the industry.

 

Video preview: Frank on

Frank on "Paper Shamers"

Published: January 19, 2018

Frank goes on a mini rant against those folks who shame us for using paper. He calls them “paper shamers” as he takes them to task for creating guilt trips for those who use paper.

 

Video preview: SGIA and PIA: Why the partnership?

SGIA and PIA: Why the partnership?

Published: January 18, 2018

Ford Bowers, President & CEO of SGIA, talked with us about the partnership between SGIA and PIA, and the value to their respective memberships. A key element is introducing SGIA's membership to the many conferences that PIA hosts, as well as participation in legislative affairs activities.

 

Video preview: iLearning from Printing Industries of America: All new, available 24/7

iLearning from Printing Industries of America: All new, available 24/7

Published: January 17, 2018

Michael Makin, CEO of the Printing Industries of America, shares information on PIA's iLearning University for the printing industry, which has been completely retooled and includes the opportunity for certification across a variety of disciplines, including Customer Service. Core content included in PIA affiliate membership fees.

 

Video preview: Thayer Long on NPES Rebrand and New Mission

Thayer Long on NPES Rebrand and New Mission

Published: January 17, 2018

Richard Romano talks to Thayer Long about the name change from NPES to Association for Print Technology, as well as the association's new mission to drive the industry forward.

 

Video preview: Idealliance: Taming the Wild West of the Packaging Supply Chain

Idealliance: Taming the Wild West of the Packaging Supply Chain

Published: January 16, 2018

Tim Baechle, Vice President at Idealliance, talks about how Idealliance is repositioning itself around three primary goals: communication, education and validation. With offices around the world hte organization's evolution to a think tank has changed the model of how it works. Programs like G7 and BrandQ create a swim lane for the packaging supply chain to create seamless communication. Baechle shares thoughts about how the organization is serving some of the worlds largest brands and converters to tame what he calls the Wild West of Packaging.

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2018 WhatTheyThink. All Rights Reserved