By Shelley Sweeney, VP/GM, Xerox Corp. Graphic Communications Business Group Service Bureau and Direct Marketing Segment Reaching college-bound students with marketing messages has transformed into a booming business – whether marketers are pushing energy drinks, cell phones or even college admission. For graphic communications providers who are well versed in multi-media personalized communications, institutions of higher education can be a source of new and ongoing revenue streams. Facing increased competition for students, deep tuition discounting and a traditional pool of big donors that is nervous about finances, colleges and universities have increased their marketing spend over the past decade, according to a recent report from Lipman Hearne. In 2001, the median marketing spend for a midsized college or university was $259,400. In 2009, that figure reached $800,000—an increase of more than 100 percent. A similar gain is seen in smaller colleges and large research universities. The report also indicates that colleges and universities allocate 12 percent of their marketing budget to direct mail activities. Cathedral Corporation, a service bureau in Rome, N.Y., created a direct mail piece for St. Mary’s University that communicated different messages to prospective students based on gender, residency and desired course of study, with additional variable content addressing their interest in athletics, community service or leadership. The piece, printed on Xerox digital technology, increased the university’s inquiry pool by 40 percent, and the school enrolled its largest freshman class ever. Keiger Printing in Winston Salem, NC, used cross-media to increase awareness in Salem College. The campaign combined print with e-mail, personalized URLs and a YouTube video. The customized brochure was printed on a Xerox iGen4 and included more than 500 possible combinations based on intended major, additional interests and ethnicity. With the cross media campaign Salem College was able to decrease mailings by 20 percent while increasing response rates by an astounding 303 percent. The campaign also led to subsequent print jobs for Keiger. Both Cathedral Corporation and Keiger Printing utilized information readily available on prospective students or created a means to obtain additional information through websites or PURLs. With the power of digital printing, the companies harnessed that information to create communications tailored to each individual. Higher education marketing offers a wealth of opportunity for marketing communications providers. The printed page – especially when paired with electronic vehicles – still grabs attention, strikes up emotion and forces a prospective student to react. This translates to new business and increased revenue for print providers who use the power of personalized communications to grab the attention of today’s college-bound students.
By Brian Fabiano on Aug 31, 2010
Excellent post on multimedia personalized communications, Shelley! If I may, I’d like to add my perspective as a former printing company owner and the principal of a leading integrated marketing firm in the Southwest that is deeply committed to the future of one-to-one, cross-channel, personally-relevant marketing. In addition, our firm has a decade-long track record of success in targeting, reaching and communicating effectively with college-bound students. I think it’s important for the new technology early-adopters in the printing community to understand how partnering with the right strategic marketing firm can deliver tremendous benefits: • Improved results for printers and their clients • Increased, Faster ROI from technology investments • Increased efficiency through automation • Progress from just “personalized” to hyper-relevant, real-time interactive, ROI-driven marketing communications In my new book, Neuromarketology: Harness Converging Technologies and Diverging Audiences to Create Dynamic One-to-One Marketing and Astonishing ROI, we introduce a new methodology of dynamic marketing called, Neuromarketology™. It is the study of reactions driven from the core brain based on the exposure to specific marketing messages, imagery, and timing. It’s the science of knowing the emotional connection points for each of your target audience’s individual members and applying the methodology of configuring your marketing messages to connect your brand attributes with each target audience member in the most relevant manner for that specific target. It’s highly precise, dynamically-driven target segmentation that allows your clients to address every customer and prospect individually and relevantly -- not just as a part of a large-slice demographic segment – in a fully-automated, end-to-end production and distribution system. When deploying this new methodology, we use “brand mapping” to pinpoint those brand attributes that viscerally move the mind of your individual consumers across a range of segments, on a legitimate, one-to-one basis. Once you make this paradigm shift, the methodology that cascades from Neuromarketology enables ongoing communication through a dynamic one-to-one dialogue with target customers in the place and manner of their choosing. Whether it’s a print piece for a senior at home, a text message to a teenager, or a robust online offer for a Baby Boomer, the point is, they pick the brand attributes, time, and channel through which they most want to interact. Now, integrate the multiple marketing channels available today from TV’s new interactive capability, social networking, interactive online portals, the proliferation of interactive, real-time, connected personal communication devices, and beyond. These are amazing two-way dialogue platforms through which a client’s brand can directly interact with individual consumers. You can leverage all these media including Facebook, blogs, offline event communities, and whatever media channel is coming next, to carry dynamic, database-driven communications directly to each recipient in a client’s dynamically segmented audiences the way they want to receive them. Neuromarketology will show printers how to align classical branding strategies with current conditions in order to maximize every facet of your client’s brand. You also learn how to leverage emerging technologies, including database, dialogue, and personalized variable capabilities, to achieve true one to one communications. And learn to deploy in all existing and emerging communication channels to create ultra-personalized relevancy. Based on first-hand experience at the leading edge of the industry, this book provides a clear perspective on the new marketing landscape and step-by-step guidance on leveraging its unique opportunities. To review a comprehensive case study of a college recruiting campaign employing this new technology, please visit www.FabComLive.com. Once you enter the site, click on “Brain Food” at the top right of the page and then select “Building the Alpha Geek Nation.” For more information on the book, Neuromarketology, visit www.Neuromarketology.com. As a former leading printing company owner, and now piloting a leading integrated marketing agency specializing in variable content development and dynamic sales funnel creation, I would be happy to answer any questions about Neuromarketology and how it can dramatically improve your results and Return-on-Investment for cross-channel, cross-media, variable marketing. Just email me at [email protected]. Brian Fabiano CEO, FabCom 7819 E. Greenway Rd. - Suite 5 Scottsdale, AZ 85260
Join the discussion Sign In or Become a Member, doing so is simple and free