engaging with students - asba

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Engaging with Students Australian School Bursars Association (ASBA) © 2012 Fuji Xerox Co., Ltd. All rights reserved. Fuji Xerox Co., Ltd.

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The key is relevant communications. The right message. The right media. The right time. Here at Fuji Xerox we are committed to providing innovative solutions that help businesses maximise efficiency and drive out cost, but never forgetting that it has an obligation to the wider community and to the environment. No matter what size your company is or what industry you are in, Fuji Xerox Australia can help you significantly reduce costs, speed-up and grow your business in a number of lasting ways. Whether documents flow through your business or are your business, Fuji Xerox Australia listen and partner with you to make it easier to produce high quality work. For more information visit our website www.fujixerox.com.au Need help? Just ask. Email [email protected]

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Engaging with Students Australian School Bursars Association (ASBA)

© 2012 Fuji Xerox Co., Ltd. All rights reserved.

Fuji Xerox Co., Ltd.

Key Objectives in Education

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•  Attracting/Recruiting “Right Students”

•  Retaining Existing Students

•  Fund Raising (Alumni Contribution Participation)

•  Reducing Costs (Doing More with Less)

Key Success Factors

Ability to Raise Revenue from additional sources

Having Marketing Expertise – to attract/retain students and develop good public relations

Ability to take advantage of government subsidies and other grants

Ability to build support from the local community

Providing excellent facilities and educational programs

Having a record of academic success by past students

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The key is relevant communications The right message. The right media. The right time.

The power of personalisation

Vertical Static Response

Rate

Personalised Response

Rate

Personalised URL Visit

Rate

Education 2.9% 12.9% 21.0%

Average response rates by vertical market for campaigns set to a house list

Standard (Mono) Mail Pack – 1%

Standard (Colour) Mail Pack – 2-3%

Adding a Name (Mono) – 1-2%

Adding a Name (Colour) – 3-4%

Colour with full customisation – 10% and beyond with Cross-Media

What is One-to-One Marketing?

•  Cross-media marketing, web-to-print and variable data print production solutions delivers highly effective, one-to-one marketing campaigns.

•  Relevant, attention-grabbing messages are delivered to targeted recipients using mediums with the most impact—including print, e-mail, Web and mobile.

The One-to-One Advantage

Ability to reach each prospect or alumni with the right message, the right offer, at the right time through the right channel.

This is relevancy marketing. It lifts response rates, enhances customer loyalty and increases customer value and return on investment.

1-to-1 marketing can distinguish your school from others using state-of-the-art solutions for print and online media with consistent branding and personalised messaging to meet strategies and needs of effective communications to….

How can we help?

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 9

Fundraising

Recruiting / Admissions

Event Invitations

Awareness Building

Promotions & Kits

Surveys

Example: Event Awareness

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 10

Example:Recruiting

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 11

Personalized print materials produced via online application with follow-up email and personalized webpages. A proven technique for driving results through cross-media marketing.

Personalised Email

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 12

Personalised email reinforces the message communicated via both web and print. Once again, multi-touch point marketing gets the message across.

Personalised Video

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 13

Case Studies Enrolments/Admissions Acquisition (Prospectus) Fund Raising Alumni Events

Partou Childcare Nurtures New Leads

Direct Marketing: Lead Generation

Partou offers high-quality childcare in over 100 locations across the Netherlands

Objective

Enroll new children in Partou childcare

Solution Personalized direct mail sent to families within three miles of selected Partou centers

To encourage recipients to visit campaign site a chance to win an iPad3 and a 400€ travel coupon were offered

Benefits 1.5% of recipients visited the campaign microsite

ROI of over 2,200% based on new enrollments and an average childcare length of four years

Source: PODi, www.podi.org

Personalized Direct Mail: Version for older children

© 2012 Fuji Xerox Co., Ltd. All rights reserved. 17

Child’s name

Source: PODi, www.podi.org

Personalized map showing route from home to nearest Partou center

Response mechanisms: General URL with personalized passcode or QR Code

Personalized Direct Mail: Version for young children

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Family name

Source: PODi, www.podi.org

Personalized map showing route from home to nearest Partou center

Response mechanisms: General URL with personalized passcode or QR Code

University of Texas at San Antonio

Case Study – Increase Student Enrolments

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Objective Only 5% of alumni annually renew alumni association membership

Benefits Two campaigns were run that delivered the following results:

- 19% response rate for the personalized test campaign

- 6% response rate for UTSA Alumni Association personalized postcard campaign More members increased their regular membership to life level

Growing college located in San Antonio, TX Over 80,000 alumni

Solution Increase Membership renewals – especially New Grads renewals Offer various renewal options

Strategy: Cross-channel campaign

Envelope personalized with name and offer

Personalized mailer

Reply card varied based on alumni segment

Name and address

Image based on age and gender

Offer

General URL

Variable messaging

Follow-up email

Source: PODi, www.podi.org

Case Study – Reduce Costs

Relevant and personalised prospectus reduces costs yet grows student enrolments

Prospective Students

Self service: Personalised RURL with direct link to download Personalised

Prospectus

Confirmation and Followup eMail with

Personalisation

Salem College (Art)

Case Study – Increase Student Enrolments

Salem College uses Cross-Media to Encourage Prospects to Visit

Objective Salem College wanted to increase interest and future enrollment by trying a different marketing approach that appealed to female high school students while reducing the budget 20%

Solution The campaign began with an invitation mailer that led to a personalized URL and featured a link to a 50 second trailer. A password-protected link to the full 5 minute video was available via thank-you email upon completion of the survey.

Personalized response pieces, non-response mailers, emails and event announcement mailers were sent out based on data from the PURL as well.

Benefits

Salem had approximately a 303% increase in responses over the previous year's campaign. The total responses to the campaign exceeded their expectations and they received more visits to Spring Visit (a 46% increase) than the previous year. All of this was achieved while staying within the reduced budget.

Miami University

Case Study – Increase Student Enrolments

Cutting-edge communications to attract high-achieving students

Objective Increase students attending on-campus visitor event

Capture information from prospective students that could be used to make future communications more relevant

Increase enrollment in the Honors Program

Solution

Miami University implemented a multi-channel direct marketing campaign. The campaign included variable data personalization, Personalized URLs, direct mail and email. The variable mailer was tested against a static control.

Benefits

39% of Personalized URL visitors completed the survey form

Strategic targeting reduced print & mailing cost by 29%

Increased total prospective student visits by 32%

Achieved 300% increase in Scholar Saturday Visits

LaSalle Academy

Case Study – Increase Student Enrolments

Cutting-edge communications to attract high-achieving students

Objective

Increase the donation amount received by active donors

Increase the number of donors by reaching out to alumni who are not active donors

Solution Using variable data printing (VDP), a direct-mailer was personalized with the alumnus' name, class year, and a representative photograph from the alumnus' decade.

Benefits

The average gift amount rose from $150 per donor to $250 per donor, a 67% increase

The total number of donors increased

ODA

Case Study – Fund Raising

Record Fundraising Results for Educational Non-Profit

Objective Raising enough funds to bridge the gap between tuition revenue and actual costs (approx. $992 per Student)

Solution A direct-marketing campaign that incorporated personalised letters, postcards and phone-a-thons was developed and executed over three months.

Each touch-point leveraged personal relevant copy and images based upon the individual student – name, grade, individual teachers message.

Benefits

The average gift amount rose from $150 per donor to $250 per donor, a 67% increase

The total number of donors increased

Fund raising success story: Private School in Florida: Out-of-Door Academy

Courtesy: One to One Gulfcoast, Out-of-Door Academy

personalised personalised

personalised

What Makes This So Unique?

The 1:1 Cross-Media Ecosystem XMPie: Integrating publishing and marketing

Turn Communications Into Conversations…Easy as XMPie

•  One Platform Data, creative, production, deployment and analytics in one solution

•  One Set of Business Rules Write logic once and apply rules to multiple touch points across multiple mediums

•  Integrates With Adobe Limitless creativity and flexibility in template production using the industry standard design tool

•  Automated Tracking and Reporting Increase results and ROI thru advanced campaign analytics across all mediums

•  Bi-Directional Technology Enhance ongoing conversational communications by applying intelligence to data captured

Fuji Xerox Value Propostion

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Customer Intimacy: A More Interactive and Personal Experience

Increase Engagement with Key Stakeholders though existing or new digital communications vehicles

Cost Reduction Decrease communication spend and redirect savings to increase personalisation and technology

Revenue Generation Capture incremental revenue opportunities by leveraging mobile & digital platforms and improved personalisation and interaction

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