Click here to view printable PDF and product samples.
“Mail Print’s ONLINE MARKETING PORTAL has made it easy for us to send recruiting pieces to our top prospective students. Besides SAVING TIME, the system and our new postcard series helped us INCREASE ENROLLMENT in Avila’s Department of Performing Arts by 40%.”
Robert Foulk - Director of Performance Studies
_____________________________________________________________
:: CLIENT :: Avila University, a Catholic University sponsored by the Sisters of St. Joseph of Carondelet, is a values-based community of learning providing liberal arts, professional, undergraduate and graduate education. The mission of the Performing Arts Department is to educate theatre students to work in the professional world.
:: CHALLENGE :: The Department of Performing Arts was challenged by a new administration to increase enrollment as part of an overall vision of the university. As a faith-based, liberal arts school, funding is always a top concern. Additionally, the department dedicates a significant percentage of their budget to student productions, further limiting the resources available for recruiting.
Time is another scarce commodity in the department, and coordinating the marketing involved with their recruiting efforts was proving a daunting task.
:: SOLUTION :: Mail Print created a series of eye-catching mail pieces that not only demonstrated the benefits of an education from Avila’s Department of Performing Arts, but visually conveyed the excitement of Avila’s theatre productions.
The eight-piece series walked prospects through the stages of inquiry, evaluation, and eventually application to the school. Through Mail Print’s marketing communications portal, the department’s recruiters were able to more quickly add prospects and initiate mailings. Budget constraints were answered by the ability to target specific students with the mail pieces instead of large lists.
Mail Print also worked with the Department of Performing Arts to create “Save a Seat” cards for each of the season’s productions, which were handed out during recruitment trips to high schools as “free passes” to the next Avila show.
:: RESULTS ::The highly visual "Save a Seat" cards got the greatest immediate response with more than 85% of cards distributed being returned for tickets to a show. The program helped build the audience and increase the overall exposure of the University to high school students (and their parents) by getting them on campus and helping them experience the Avila environment.
While enrollment in the Department of Performing Arts had grown steadily for several years, the department’s recruiters used their new recruiting series as part of an organized push that achieved a 40% increase in enrollment.
|
