Academic Mail Marketing

Meeting Notes from "In Search of Great Ideas"
Roundtable

Speakers: Caroline Dana, Academic Mail Marketing; Jim Slattery, The College Board; Linda Lapp, Direct Marketing Specialist

Points made by Jim Slattery, The College Board:

Ordering "All Students":

By ordering "all students" you can get names as early as October if they have taken the test and are in the system already (1/3 are available).
When ordering "all students" be aware that radio buttons that request data are pertinent only to one type of test. If you ask for "plans and preferences" such as "college type" or "control", you will omit the entire PSAT population since that data is only for SAT takers. The "more information" drop-down is helpful.
When creating an order, the "current" volume means the number immediately available. "Projected" is the volume you will get over the course of the year in numerous feeds.
Helpful link - www.collegeboard.com, click on create an order, then search cycle data.
Know that many multi-racial students choose "other" or "no response."
56% of students have email addresses.

Points made by Caroline Dana, Academic Mail Marketing:

Impact factors - List 40%; Offer 30%; Copy & Layout 15% each.
Search Package checklist: Does it begged to be opened? Is it easy to read? Does it state your "unique selling position?" Does it have a P.S.? Are you testing (offer, copy and timing) and tracking?
Are you making the most of your search names? You paid for them, can use them for non-responders, parents campaigns, open house, receptions, applications.
Web response: Do you have a separate folder for search replies to track response/hits to site?
Communication Plan: Follow-ups to whom and how many? Offer opt out.
Nrccua: November 29th files available.
Email Broadcast: Avoid looking like spam; only 30-40 characters in subject line; use college name in "From" line.
Send your search packages to Caroline at AMM for a free audit of your package.

Points made by Linda Lapp, Direct Marketing Specialist:

Borrow ideas from non-profit and commercial mail for your search mailings: Colored outer envelopes; sizes other than a #10; personalized teaser copy; teaser regarding the "offer." Personalized check or card showing through the window.
You're competing with each other as well as all the magazines and commercial mail students get. You need your package to stand out and get opened. Lumpy mail intrigues.
Front end offers - include IN the search package: personalized identification labels; decal; bookmark; "email me" cards; magnet; lenticular; door hanger.
Back end offers - student sends for: logo hat; t-shirt; boxers; book sox; coolie cup; water bottle; sports towel; carabiner key ring; jump drive; luggage tag.
E-search: offer opportunity to download wallpaper; locker poster. Send e-postcards to friends.
The viewbook is not an offer. It is a "given." Test offering one of the above and "a viewbook" or "more information."

These are just some rough notes: if you'd like to have any of these points further explained, just call me at 866.834.8291 and I'll be glad to help. - Caroline

Hopefully, we'll see you next time!