Provost Academy Personalized Enrollment Campaign - PODi Case Study

Prior direct marketing efforts were unsuccessful and could not be tracked to new enrollments. More recent direct marketing efforts aimed at increasing response rates included an iPad sweepstakes using Facebook as a platform and a text-for-more-information feature. Both elements were technologically relevant to a student audience, but the mail piece that contained the elements was addressed only to the student’s parent. There was a clear disconnect between the creative, offer and audience. The challenge was to align the message for both audiences, and address students and parents individually.