client
University of Phoenix is the largest private university in North America. Founded in 1976 it has grown exponentially in the last 34 years. Prospective students who contact the university are their biggest student lead source, so following up on student inquiries has been key to maintaining and increasing organizational growth.
challenge/need
University of Phoenix wanted to take the contact information collected through mail-in, call-in and online sources, and follow-up with a direct mail response that would speak one-on-one with each prospective student and engage the potential student in learning more about their program of interest. Ultimately, University of Phoenix wanted to increase interest and enrollment opportunities by making each mailing more relevant to the individual.
solution
Prisma developed a program, using a variable data printing soultion, to take the initial contact information and create direct mail products that individually address each prospect and provide multiple communication methods to further the relationship. The personalized messages include the individual’s name, gender recognition, maps to nearest campuses, unique phone numbers and programs of interest.
benefit
This dynamic approach has provided the client with a substantial cost savings through automation and has allowed them to make their message relevant to each prospect. Moreover, it has expanded the client’s ability to provide and gather more information to help satisfy demand through traditional and/or online course offerings.
