Integrated Marketing Successes: Crossing the Channel

Structure and Components: The college worked with CustomXM to develop a cross-media campaign that incorporated direct mail, PURLs, e-mail and Augmented Reality. A personalized direct mail postcard kicked off the campaign, encouraging recipients to log their field of study and extracurricular interests via a PURL. As an added enticement to those who filled out their profiles, the school offered recipients a chance to win a new Apple iPad. Reminder e-mails were sent to non-respondents.