Co-written with Michael Lofstead, Senior Consultant, Noel-Levitz
How can you maximize the responsiveness of your direct marketing campaigns? You can start by giving students more opportunities to respond.
That’s a simple answer for an admittedly complex subject, but it’s also a strong philosophy to follow when it comes to campus direct marketing. The more opportunities you give students to connect with you, the greater the chance they will reach out.
As I have written before, direct marketing should be a process and not an event. When we work with college campuses through Noel-Levitz Direct, we conduct coordinated, creative mail and email campaigns throughout the year. We also devise strategies for connecting with fresh prospects as much as possible. The key is to develop marketing campaigns that build awareness of your campus, engage prospective students, and maintain a steady flow of students who apply and enroll.
It’s also important to branch out and augment traditional direct marketing methods with new initiatives that support and work with a college marketing campaign. For example, Noel-Levitz Direct conducted a campaign for a four-year private university that added another option for increasing campus brand awareness and lead generation: retargeting through paid interactive ads.