A personalised direct mail campaign to increase brand awareness and drive student recruitment for the University of Gloucestershire.
We made the most of UCAS’ customer database, contacting young people wanting to study at university through the organisation’s channels. We identified relevant market segments – those located in the southwest of England (the university’s primary catchment area), split by the subject they were interested in. We then bought rights to use the data – 23,000 students across 23 subject groups – and began developing the right content.
We developed 23 subject-relevant campaigns – postal and email – with strong, simple messaging on topics that we knew students wanted to know about – teaching, travel, facilities, careers and support. Each campaign was personalised with the student’s first name and included beautifully-designed postcard sets – informative and ideal for pinning to a noticeboard. We used a competition to win an Apple iPad to capture personal details so we could continue building relationships.
We achieved over 2,000 entries to the Apple iPad competition, and a significant number of new entries to our CRM system. For the first time ever, the campaign generated un-prompted social media activity – recipients and their parents posted photos and thank you messages, saying how lovely the postcards were to receive. Academic staff were impressed, requesting copies of the postcards for their own market activities, and the format and content is already feeding into future campaigns.