Staffordshire University was determined to increase its conversion rate among potential students who visited their stand at external events, such as careers fairs.
It is a challenge typical of the long sales process facing educational institutions, with several months often elapsing between awareness and purchase. The task was to encourage this audience to sign-up for an open day, as the first step in a deeper engagement with the University.
A direct mail campaign was developed that brought to life the University’s ‘connected’ message to prompt potential students to attend one of the regular open days.
Targeted at prospects who had previously show an interest, but then not followed it up, the campaign aimed to be encouraging, inspirational and highly personal.
Using data the University already held from the prospect’s previous interactions, the direct mail was personalised according to the prospect’s name, subject interest and distance from the University. Imagery, too, was tailored to their specific career aspirations.