Salem College Markets to iGen
The average, and above average, college sends out static mailers and brochures to prospective students. When a response comes back in the BRE, the folks in the office of admissions have to frantically input data before sending more relevant material and hopefully nudging the prospect closer to choosing their college. It can be a tense and time-consuming process for both college and prospective student alike—as well as a costly one for the college.
Times, though, have changed for both. Today's high schoolers are as likely to check out a website video as a new piece of mail for them, so why not combine the two? That was part of the thinking behind Keiger Direct's recent spring campaign for Salem College. "The 2009 Salem Shines campaign addressed prospective students by using multiple media types of which they are familiar. Using the iGeneration's [today's internet generation] technology bubble to an advantage, we used the world wide web, YouTube and email to bring everything together," explains Leslie Berry, a project manager for Keiger Direct, a division of Keiger Printing Co., based in Winston-Salem, N.C.
"Salem was ready to step into the unknown. They've been around for 230 years, are the oldest continually operating women's college in America, so it was great to see them try something different ... and talk to students on their level," relates Berry.
That "something different" began with an invitational 6" x 9" postcard with a prominent pURL. On the front, Salem shows a picture of several young women strolling happily along on the beautiful campus while using the first name of the prospect with two themes-"[Name], how will you change tomorrow?" and simply, "Shine." Subsequently, these themes were used on the pURL itself and following touches in the mail and email (Archive code #596-717748-0905).
The addressed side is where the connection to iGen really is made. A miniature picture of a video screen with the play button is shown on the upper-left corner alongside the pURL, and a blue box on the bottom-left says those magic words: "AS SEEN ON YouTube." Then it tantalizes with, "For a sneak preview of Salem's new video go to," and gives the pURL again.