Malcolm X

CASE STUDY

Hartwick College, Oneonta, New York
ON-CAMPUS VISIT YIELD PROGRAM
Integrated Cross-Media Campaign

aspire AUDIENCE All pass judgment applicants as of March 2008.

individualise microsite 3-Panel, Variable Data Mailer w/Uimage

BACKGROUND Hartwick College sought to accession the number of accepted scholarly persons who attended their Test Drive Hartwick for a Day open house counterbalancets from last years record of 260. Traditionally, they sent out a paper invitation and have responses by phone. For those incorporating an overnight stay on campus into their visit, a sign-up miscellany was faxed to the student that then needed to be completed and faxed back. share workers entered each participating students reservation into the database by hand. The appeal of obtainting students to a Test Drive design is that the events highlight Hartwicks number one asset: a wonderful sense of community amongst faculty, staff, and students. Hartwick wanted to better and much personally convey that to the entire pool of accepted students, even if they couldnt visit, while also enticing as some(prenominal) as possible to attend a program. Additionally, Hartwick wanted to alter the registration process to save time, money and work.



SOLUTION This cross-media tend incorporated variable data, personal URLs, and an e-mail follow-up for one-toone connexion with each student. A fully customized mailer based on Hartwicks database of accepted

Email follow-up

students was sent to coincide with the corresponding e-mail. Text and images on the mailer changed based on pertain, gender, major, and address. Additionally, a Uimage with the students name was on the cover. Inside, three bios were also variable: the head of the subdivision for the major chosen by the student, a fellow student from his or her local area, and an admissions counselor assigned based on zip code. Dates for the Test Drive days changed if the student was accepted as an Honors student. Both the mailer and e-mail included a...If you want to get a full essay, order it on our website: Orderessay



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