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    Post Lead Marketing
    Case Study #1


    CLIENT PROFILE
    • Client is a for-profit institution located in the Midwest
    • 18,000 undergrad & 1,000 graduate students
    • Has both brick-and-mortar and online campuses
    • Provides programs from Associates of Arts to Master’s
    • Ground campus demographic age 17-25
    • Online campus demographic age 25-45


    PROGRAMS
    Client serves accounting, business, computer technology, criminal justice, education, health care, life sciences and psychology students.

    THE CHALLENGE
    The client wanted an increase in the number of enrollments through a series of personalized contacts received at strategic points during the enrollment process.

    THE SOLUTION
    Datamark implemented a post lead campaign using customized direct mail pieces. The mailers were designed to maintain a consistent flow of conversion messaging to the prospect to keep them engaged with the school and to motivate them to interact with an admissions counselor.

    THE PROCESS
    To determine the efficiency of the post lead program:

    • 56,375 leads were tracked over a three month period
    • 44,585 leads received a series of direct mail pieces mailed at two-to-three day intervals
    • 11,790 leads were held out at random as a control group to establish benchmarks for comparison
    • Mail messaging prompted prospects to call the school’s admissions counselors for an appointment, or offer soft reminder to keep established appointments


    RESULTS
    Overall effectiveness was measured by comparing lead-to-enrollment rates for the inclusion group and the control group.

    • Of the 44,585 leads who were sent mailers 2,868 leads enrolled at a rate of 6.43 percent
    • Of the 11,790 leads in the control group 706 leads enrolled at a rate of 5.99 percent
    • The difference in groups showed a lift in conversion of 7.42 percent, or 139 starts
    • Post Lead program cost added an additional $6.25 per lead
    • Incremental tuition revenue increased $485,160
    • 174% ROI




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