OCU Woos Neighboring Students With Direct Mail Campaign
A university reaches out to high school students from a next door neighbor with this direct mail campaign.
Mailer Name: Oklahoma City University
Date Mailed: August 2016
Oklahoma City University is a private institution historically affiliated with the United Methodist Church. Despite its location in the heart of Oklahoma’s capital city, the university centers this effort on its proximity to the Lone Star State.
“The Stars of Texas are Among Us,” says the headline on the front of the 8-page self-mailer. Indeed, the rest of the direct mail piece shows how this is true in more ways than one.
The left-side panel of the first spread inside notes that 288 undergrads come from Texas. And, it brags, “25% of OCU freshman hail from the Lone Star State!” Why are these stats important? Because, the copy notes, “we are a great value for Texas students.” They pay no out-of-state tuition.
Later, another panel profiles 3 students who proclaim “I am an OCU Star from the Lone Star State.” Each appears with a name, photo, their Texas hometown, and major. They also provide some opinions about their reasons for choosing the university, and why they stay.
Another important element of this mail campaign is a simple infographic. The figures displayed there support the argument that Texas’s best and brightest are in the right place and the right hands. The prospective OCU student can feel more confident that their educational and job prospects will be better because of the university.
A call to action invites students to visit campus to personally see why so many Texans “have chosen to become OCU stars.” They can sit in on classes, eat in the cafeteria, etc., to “see what all the buzz is about.” To help show how “We’re not far away!”, a map shows Texas’s biggest cities with their air and car travel times.
Your best prospects might be in your own backyard or just around the corner.