The Situation
An online college wanted to boost enrollments by promoting their services to the spouses of military personnel, and they came to us to craft the campaign.
The Solution
After working with their marketing consultant, the client decided to go with a targeted postcard campaign. They had already purchased a mailing list that targeted the spouses at their addresses on the base, so we just had to decide on an ideal number of cards to mail.
For the first month, June, they decided to mail 10,000 cards per week. Then, as the enrollment date got closer, they bumped it up to 20,000 cards per week for the next two months.
As you can see, the copy on their cards is clear and to the point, and highlights the fact that the recipient’s tuition is covered. Since this is a fabulous offer, not much more needs to be said to get their attention!
The Results
Here are the results from the postcard campaign:
June Enrollments: 10
July Enrollments: 27
August Enrollments: 35
Since each enrollment generates $2K–$4K for the college, the most conservative calculation of the generated revenue is $144,000!
Total Campaign Cost: $6,727
Return on Investment: 2,141%
