An Analysis of a Direct Marketing Campaign for a University

Conclusion
The mailing has been targeted at a specific audience identified as a significant information provider to potential undergraduate students as well as a user of our services. The response hopefully generated by the mailing will be a booking to attend the Open Day. Other desired goals are the dissemination of that information to students and greater relationship building with Heads of Sixth Form and their signing up for the e-newsletter for advisers. The target audience is known to the University and an accurate database is available. The format of the material is appropriate to the targeted market who still work off-line, but provide options for response appropriate to all. Incentives to attend as well as the ability to book easily and monitor those responses mean that databases will be enhanced for future promotional activity or conversion. Combined with a wider campaign linked to advertising, e-newsletters, events and exhibitions we hope to cover all appropriate avenues for influencing and informing students and their advisors as well as developing intelligence to assist in other projects.
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