Direct Development was able to help their client, the University of Alabama, increase traffic to their graduate program by up to 12%.

The University of Alabama (U of A) came to Direct Development with a problem. U of A had 120 graduate programs within eight different schools. What Alabama didn’t have was a good system for directing prospective graduate students to the appropriate program. It was put upon Direct Development to come up with a plan to drive the target audience to a variable site of choice.

Direct Development introduced a multi-touch campaign to learn more about prospective students, and then to drive them to the right program.

1.Prospective students visit a webpage about the U of A’s graduate programs and fill out a form asking for more information about their interests plus contact information.

2.A letter was then sent based on the information provided in the form fill. The letter included a Personalized URL (PURL), powered by MindFire.

3.Additional information was gathered at the PURL site.

4.A personalized pamphlet was then generated and mailed to the prospective student highlighting their specific graduate program, major and focus of study.

The campaign went from anonymous digital to personalized print to personalized digital to highly personalized print. This constant engagement across digital and physical channels become more personalized at each step. When Direct Development was finished, traffic went up 12%, which gave real results with real dollar figures the university could see.

Direct Development credited MindFire Studio for making the multi-channel marketing possible, further augmented by a customer support team available at moments notice to assist.