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Brochures on Demand Personalized Marketing New Technologies in Electronic Brochures

Brochures on Demand Personalized Marketing New Technologies in Electronic Brochures. Presented by: Joe F. Head, Dean of Enrollment Services Susan Blake, Associate Dir of Admissions Dr. Angela Evans, Asst Dir of Admissions Kennesaw State University SACRAO 2006 – Lexington, KY.

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Brochures on Demand Personalized Marketing New Technologies in Electronic Brochures

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  1. Brochures on Demand Personalized MarketingNew Technologies in Electronic Brochures Presented by: Joe F. Head, Dean of Enrollment Services Susan Blake, Associate Dir of Admissions Dr. Angela Evans, Asst Dir of Admissions Kennesaw State University SACRAO 2006 – Lexington, KY

  2. Personalized Marketing New Technologies in Electronic Brochures KSU Profile • Public • 18,000 enrollment • Third largest institution in Georgia • 60% women • 90% claim to work • Average age 25 • Average SAT 1060 • Opened in 1967 as a two year school • On campus apartment housing • Located 20 miles north of Atlanta • Became a University in 1995 • Semester Calendar • Inexpensive tuition/fees, $3,000.00 annually • Banner Installation, 1997 (Current version 6.x) • KSU Reorganized to create Enrollment Services, 1995 (Admission, Registrar, Financial Aid, CAPS)

  3. What Is e-Brochure? A fully customized brochure that is delivered electronically via e-mail (in minutes) and in full color print via US Mail (in days)

  4. Kennesaw State University E-brochure is live on KSU main web page, admissions page, and HSGCSS www.kennesaw.edu/admissions/ugadm.shtml

  5. Admissions Home Page

  6. Request Form for eBrochure

  7. Electronic Brochure Delivered By E-mail in Minutes

  8. Personalized Information – Includes Stock and Variable Info

  9. What Makes An e-Brochure? • 81 Initial Variables • 388,000 Initial Combinations • Provides a Dynamic Mail out that catches attention • Changes the Culture of Admissions marketing (no more printed or generic mail outs, using sole source vendor)

  10. General Information & Deadlines

  11. Campus Features

  12. Specific Interests

  13. Specific Majors

  14. Prospective student fills out a request form for further information through a web interface Information requested includes specific interests and academic directions Once the student completes the form and submits the request, DSI’s cutting edge software (PageFlex), compiles stored graphics, text, and photographs pertaining to the interest into a defined template that conforms to the look and feel of your institution. The Database is outsourced to and managed by Academic Engine for KSU (DSI can provide DB for a fee) How Does It Work?

  15. Immediate Confirmation on Web

  16. E-mail & Link to Web Based PDF Brochure in Minutes

  17. Customized electronic and printed brochure in minutes and daysVia Computer and US Mail

  18. Broad Outline For Development • Consider transition of literature distribution • Cost analysis • Procurement (bidding or sole source) • Name project driver • Introduction/buy-in of key campus stakeholders • Rough design of template considering stock and variable copy

  19. Cont. • Determine topics • Writing assignments – internal office and other campus offices (fresh vs cut and paste) • Collect and manage text and graphics on shared drive • Graphics and photography • Selected photo release rights for highlighted students • Pilot, test, and PROOF

  20. Cont. • Pilot, test, and PROOF • Test group with stakeholders • Selected photo release rights for highlighted students • Develop web tool for tracking volume-reports

  21. Inquiry ManagementDefine Distribution Options • Develop policy to determine hard copy limits • Develop policy to determine electronic copy limits • Determine timeframe to request additional hardcopies • Single purpose continuing brochures • Single point in time special brochures

  22. Personalized MarketingNew Technologies in Electronic Brochures KSU Production Costs Costs are determined according to the scope of project relating to number of variables, data base management, graphic design, bulk or 1st class postage, volume and programming demand • Initial Programming $9,160.00 • Graphic Development $2,800.00 • Annual Maintenance $2,400.00 • Data Base Management (N/A) (Academic Engine/Hobsons)

  23. Average Mailing Costs Prior to E-Brochure Per Packet Profile Tyvek envelope 0.37 Viewbook 0.54 Catalog 1.67 Housing information 0.05 Insight cards 0.05 Tuition information 0.05 Financial aid information 0.05 Preview flier 0.05 Postage for all of the above 1.83 TOTAL for U.S. Bound Packet $4.66 Average postage for packets mailed to International Addresses is $6.00 TOTAL for International Bound Packet $8.17 *The above costs are estimated. They do not reflect staff hours used to make copies and stuff envelopes.

  24. Average Mail Outs Prior to E-Brochure Within the U. S. International November 03 1286 37 December 03 1334 26 January 04 1378 37 February 04 1339 27 March 04 1138 37 April 04 963 31 May 04 794 20 June 04 1147 45 July 04 930 31 August 04 1390 44 September 04 1315 85 Approximate costs for October 03 – September 04 in U.S. mail outs (prior to E-Brochure) were $65,269.00. International mail out costs were $3,815.00.

  25. Average Mail Outs Before and After E-Brochure Prior to E-Brochure E-Brochure Mail Outs October 03 2875 October 04 2872 November 03 1286 November 04 2141 December 03 1334 December 04 1246 January 04 1378 January 05 1995 February 04 1339 February 05 1942 March 04 1138 March 05 1874 April 04 963 April 05 1478 May 04 794 May 05 1496 June 04 1147 June 05 1294 July 04 930 July 05 1415 August 04 1390 August 05 1768

  26. Expenses with E-Brochure United States International • October 04 2627 41 • November 04 1964 71 • December 04 338 19 • January 05 1864 131 • February 05 1771 171 • March 05 (through March 24) 1311 195 Total domestic costs for hardcopy E-Brochure are $1.23 each x 9875 = $12,146.25 (Printing, Postage, Mail shop handling, Electronic brochure transmission) • Everyone that requests an e-brochure will receive a letter from our office with a tear-off on the bottom if they wish to request a catalog. The letter costs approximately .47 including postage and materials. • Since October 04, we have mailed approximately 10,503 brochures and letters. Of these, approximately 785 have requested catalogs at an additional cost of $1,601.00.

  27. E-Brochure: Satisfaction • Freshman Fall 2005Orientation Survey • Please rate your satisfaction with the personal admissions brochure • Very Satisfied – 23.8% • Satisfied – 55.6% • Neutral – 17.4% • Dissatisfied – 1.6% • Very Dissatisfied – 1.6% • ------------------------------------------------------------------ • 79.4% Indicate Satisfied or Very Satisfied!

  28. Reported Levels of Use • Freshman Fall 2005Orientation Survey • 32% Reported Requesting a Ebrochure • 59% Reported Using Freshman Admissions Predictor • 36% Reported Using Virtual Advisor • 92% Reported Using Application Status Check

  29. Administrative Web Tool

  30. Return to Sender • Return rate on mailed brochures equal to mailings of materials prior to eBrochure • Failure rate on emails for bad/full email accounts has ranged from 2 – 5% • Benefit – double chance to reach the prospect

  31. Recognition for the eBrochure

  32. Now Moved to Next Level:Ebrochure for Orientation • Email/mailout upon request of Orientation Personnel • List of accepted generated and provided for email/mailout, based on specified criteria (example, first year students)

  33. Ebrochure personalized, showing college of interest

  34. Contact Information Joe F. Head (JHead@kennesaw.edu) Dean of Enrollment Services Susan Blake (SBlake@kennesaw.edu) Associate Director of Admissions Dr. Angela Evans (AEvans@kennesaw.edu) Assistant Director of Admissions www.kennesaw.edu http://www.kennesaw.edu/admissions/professional.html (770) 423-6500

  35. Closing Remarks – Q & A

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