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    Post Lead Marketing
    Case Study #2


    CLIENT PROFILE
    • Client is a for-profit, online institution
    • Approximately 28,000 graduate students
    • Demographic Age: 25-54; Gender: 67% Female, 33% Male
    • Student Annual Income: $25,000 - $99,000
    • Offers programs for Master’s and Ph.D.


    PROGRAMS
    Client serves business, education, engineering, health, nursing, psychology, public policy and social services students.

    THE CHALLENGE
    The client wanted to increase the rate of prospect conversions.

    THE SOLUTION
    Datamark implemented a post lead campaign using customized e-mail and direct mail media. Each prospect was assigned to a media distribution strategy, determined by her/his status in the client’s enrollment process. The calculated flow of multimedia correspondence was designed to keep the prospect engaged with the school and maintain communication with the enrollment advisor.

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

    • 63,000 prospects were tracked over Q1
    • 38,000 prospects received a strategic series of e-mail and direct mail pieces
    • 25,000 prospects were held out at random as a control group to establish benchmarks for comparison.
    • Media messaging promoted the prospect’s program of interest and motivated them to make, or keep, appointments with the school’s enrollment advisor.


    RESULTS
    Overall effectiveness was based on control group at a 95% confidence interval.

      25.03% lift in apps
      460 incremental apps (since October 2007)
      M.S. in Psychology was strongest performer with a lift of 25.25%.
      Ph.D. in Education was top performer
      • 53.12% lift in apps
      • 104 incremental apps
      • $9,344,400 incremental (at $89,850 per student)
      Ph.D. in Psychology was second highest performer
      • 48.03% lift in apps
      • 150 incremental apps
      • $8,856,750 incremental (at $59,045 per student)




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