Brochures on Demand Brochures on Demand Personalized MarketingPersonalized Marketing

New Technologies in Electronic BrochuresNew Technologies in Electronic BrochuresRecruiting Beyond PaperRecruiting Beyond Paper

Presented by:Presented by:

Joe F. Joe F. HeadHead

Dean of University Admissions and Enrollment ServicesDean of University Admissions and Enrollment ServicesKennesaw State UniversityKennesaw State University

AACRAO Annual ConferenceAACRAO Annual ConferenceBoston 2007 Boston 2007

Personalized Marketing Personalized Marketing New Technologies in Electronic BrochuresNew Technologies in Electronic Brochures

KSU ProfileKSU Profile

PublicPublic19,900 enrollment19,900 enrollmentThird largest institution in GeorgiaThird largest institution in Georgia62% women62% women90% claim to work90% claim to workAverage age 25Average age 25Average SAT 1060Average SAT 1060Opened in 1967 as a two year schoolOpened in 1967 as a two year schoolOn campus apartment housingOn campus apartment housingLocated 20 miles north of AtlantaLocated 20 miles north of AtlantaBecame a University in 1995Became a University in 1995Semester CalendarSemester CalendarInexpensive tuition/fees, $3,000.00 Inexpensive tuition/fees, $3,000.00 annuallyannuallyBanner Installation, 1997 (Current Banner Installation, 1997 (Current version 6.x)version 6.x)KSU Reorganized to create Enrollment KSU Reorganized to create Enrollment Services, 1995 (Admission, Registrar,Services, 1995 (Admission, Registrar,Financial Aid, Orientation/Testing Financial Aid, Orientation/Testing --CAPS)CAPS)

What Is eWhat Is e--Brochure?Brochure?

A fully customized A fully customized brochure that is brochure that is delivered delivered electronically via eelectronically via e--mail (in minutes) mail (in minutes) and in full color and in full color print via US Mail print via US Mail (in days)(in days)

Ebrochure has been in production at KSU since August of 2004

Kennesaw State UniversityKennesaw State University

EE--brochure isbrochure islive on 4 web page locations:live on 4 web page locations:

1. KSU main web page1. KSU main web page2. Admissions page2. Admissions page3. High School Guidance3. High School Guidance

Counselor pageCounselor page4. Joint Enrollment Honors4. Joint Enrollment Honors

Program web pageProgram web page

Multiple points to provide distributionMultiple points to provide distribution

www.kennesaw.edu/admissions/ugadm.shtmlwww.kennesaw.edu/admissions/ugadm.shtml

Admissions Home PageTransactional Web Features

EBrochureEBrochure LinkLink

EBrochureEBrochure/VIP Screen/VIP Screen

Ebrochure Prospect Form

Drop Down BoxDrop Down Box

Electronic Brochure Delivered By Electronic Brochure Delivered By EE--mail in Minutesmail in Minutes

Personalized Information Personalized Information ––Includes Stock and Variable InfoIncludes Stock and Variable Info

What Makes An eWhat Makes An e--Brochure?Brochure?81 81 UpdatableUpdatable VariablesVariables388,000 Initial Combinations388,000 Initial CombinationsProvides a Dynamic Mail out Provides a Dynamic Mail out that catches attentionthat catches attentionChanges the CultureChanges the Culture of of Admissions marketing literatureAdmissions marketing literature(no more printed or generic (no more printed or generic mail outs, reduces need for mail outs, reduces need for storage space and stale pieces)storage space and stale pieces)KSU used sole source vendor KSU used sole source vendor –– DSI and DSI and HobsonsHobsons))

Stock and Customized InformationStock and Customized Information

Campus FeaturesCampus Features

Specific InterestsSpecific Interests

Specific MajorsSpecific Majors

How Does It Work?How Does It Work?Prospective student fills Prospective student fills out a request form for out a request form for further information further information through a through a web interfaceweb interface

Information requested Information requested includes includes specific interestsspecific interestsand academic directionsand academic directions

Once the student completes Once the student completes the form and submits the the form and submits the request, DSIrequest, DSI’’s cutting edge s cutting edge software (software (PageFlexPageFlex), compiles ), compiles stored graphics, text, and stored graphics, text, and photographsphotographs pertaining to the pertaining to the interest into a defined interest into a defined templatetemplate that conforms to the that conforms to the look and feel of your look and feel of your institution.institution.

The The DatabaseDatabase is outsourced to is outsourced to and managed by Academic and managed by Academic Engine/Engine/HobsonsHobsons for KSUfor KSU

(DSI can provide DB for a fee)(DSI can provide DB for a fee)

Immediate Confirmation on WebImmediate Confirmation on Web

EE--mail & Link to Web Based PDF mail & Link to Web Based PDF Brochure in MinutesBrochure in Minutes

Customized Results in Minutes and DaysCustomized Results in Minutes and DaysVia Computer and US MailVia Computer and US Mail

Broad Outline For DevelopmentBroad Outline For Development

Consider Consider transitiontransition of literature of literature distributiondistributionCostCost analysisanalysisProcurement (Procurement (bidding or sole sourcebidding or sole source))Name Name project driverproject driverIntroduction/Introduction/buybuy--inin of key campus of key campus stakeholdersstakeholdersRough design of template Rough design of template considering considering stock and variablestock and variable copycopy

Cont.Cont.Determine Determine topicstopicsWriting assignmentsWriting assignments –– internal office and internal office and other campus offices (fresh other campus offices (fresh vsvs cut and cut and paste)paste)Collect and manage text and graphics on Collect and manage text and graphics on shared driveshared driveGraphics and photographyGraphics and photographySelected Selected photo release rightsphoto release rights for for highlighted or identified studentshighlighted or identified studentsPROOF, test and PilotPROOF, test and Pilot

Cont.Cont.

TestTest group with group with stakeholdersstakeholders

Develop web tool for Develop web tool for trackingtrackingvolumevolume--reports and cost accountingreports and cost accounting

Develop method to track Develop method to track conversionsconversions

Inquiry ManagementInquiry ManagementDefine Distribution OptionsDefine Distribution Options

Develop policy to determine Develop policy to determine hard hard copycopy limitslimits (Number of requests)(Number of requests)Develop policy to determine Develop policy to determine electronic copy limitselectronic copy limitsDetermine Determine timeframetimeframe to request to request additional hardcopiesadditional hardcopiesSingle purposeSingle purpose continuing brochurescontinuing brochuresSingle pointSingle point in time special brochuresin time special brochures

Personalized MarketingPersonalized MarketingNew Technologies in Electronic BrochuresNew Technologies in Electronic Brochures

KSU Production CostsKSU Production CostsCosts are determined according to the scope of project relating Costs are determined according to the scope of project relating to number of to number of

variables, data base management, graphic design, bulk or 1variables, data base management, graphic design, bulk or 1stst class class postage, volume and programming demandpostage, volume and programming demand

Initial ProgrammingInitial Programming $9,160.00$9,160.00Graphic DevelopmentGraphic Development $2,800.00$2,800.00Annual Maintenance Annual Maintenance $2,400.00$2,400.00Data Base ManagementData Base Management (N/A)(N/A)(KSU outsourced prospect data base to Academic Engine/(KSU outsourced prospect data base to Academic Engine/HobsonsHobsons))

Average Mailing Costs Prior to E-Brochure in 2003/04

Tyvek envelope 0.37Viewbook 0.54Catalog 1.67Housing information 0.05Insight visitation cards 0.05Tuition information 0.05Financial aid information 0.05Preview flier for adults 0.052003 Postage for all of the above 1.83TOTAL for U.S. Bound Packet $4.66

“Average postage” for packets mailed to International Addresses is $6.00TOTAL for International Bound Packet $8.17

*The above costs are estimated. They do not reflect staff hours used to make copies and stuff envelopes.

Per Packet Profile

Average Mail Out Volume Average Mail Out Volume PriorPrior to to eBrochureeBrochure

Within the U. S. InternationalNovember 03November 03 12861286 3737December 03December 03 13341334 2626January 04January 04 13781378 3737February 04February 04 13391339 2727March 04March 04 11381138 3737April 04April 04 963963 3131May 04May 04 794794 2020June 04June 04 11471147 4545July 04July 04 930930 3131August 04August 04 13901390 4444September 04September 04 13151315 8585

Approximate costs for October 03 Approximate costs for October 03 –– September 04 in U.S. mail outs September 04 in U.S. mail outs (prior to E(prior to E--Brochure) were $65,269.00. International mail out Brochure) were $65,269.00. International mail out costs were $3,815.00.costs were $3,815.00.

Average Mail Out Snapshot Average Mail Out Snapshot Before and After EBefore and After E--Brochure Brochure

Prior to E-Brochure E-Brochure Mail Outs

October 03October 03 28752875 October 04October 04 28722872November 03November 03 12861286 November 04 November 04 21412141December 03December 03 13341334 December 04December 04 12461246January 04January 04 13781378 January 05January 05 19951995February 04February 04 13391339 February 05February 05 19421942March 04March 04 11381138 March 05March 05 18741874April 04April 04 963963 April 05 April 05 14781478May 04May 04 794794 May 05 May 05 14961496June 04June 04 11471147 June 05 June 05 12941294July 04July 04 930930 July 05 July 05 14151415August 04August 04 13901390 August 05 August 05 17681768

Averaged 50 ebrochure requests per day

Total VolumeTotal Volume

Total Total ebrochuresebrochures requested for recruitment requested for recruitment year of September 2005 year of September 2005 –– August 2006.August 2006.

19,33119,331

All ClassificationsAll Classifications

Expenses with EExpenses with E--BrochureBrochureUnited States International

October 04October 04 26272627 4141November 04November 04 19641964 7171December 04December 04 338338 1919January 05January 05 18641864 131131February 05February 05 17711771 171171March 05 (through March 24)March 05 (through March 24) 13111311 195195

Total domestic costs for hardcopy E-Brochure are $1.23 each x 9875 = $12,146.25(Printing, Postage, Mail shop handling, Electronic brochure transmission) NOW $1.25

Everyone that requests an e-brochure will receive a letter from our office with a tear-off on the bottom if they wish to request a catalog. The letter costs approximately .47 including postage and materials.

Since October 04, we have mailed approximately 10,503 brochures and letters. Of these, approximately 785 have requested catalogs at an additional cost of $1,601.00.

Reported Levels of UseReported Levels of Use

Freshman Fall 2005 Orientation Survey(Other Categories of questions in Survey)

32% Reported Requesting a Ebrochure

59% Reported Using Freshman Admissions Predictor

36% Reported Using Hobson’s Virtual Advisor

92% Reported Using Application Status Check

EE--Brochure: SatisfactionBrochure: Satisfaction

Freshman Fall 2005 Orientation Survey(Approximately 300 Respondents)

Please rate your satisfaction with the personal admissions brochure

Very Satisfied – 23.8%

Satisfied – 55.6%

Neutral – 17.4%

Dissatisfied – 1.6%

Very Dissatisfied – 1.6%

------------------------------------------------------------------

79.4% Indicate Satisfied or Very Satisfied!

Administrative Web Tool

Return to SenderReturn to Sender

Return rate on mailed brochures equal to Return rate on mailed brochures equal to mailings of materials prior to mailings of materials prior to eBrochureeBrochureFailure rate on emails for bad/full email Failure rate on emails for bad/full email accounts has ranged from 2 accounts has ranged from 2 –– 5%5%Benefit Benefit –– double chance to reach the double chance to reach the prospectprospect

Volume Activity for 2006

Averaging 52 per day or 1600 per month

Recognition for the eBrochure

AACRAO

College and University Journal

Fall 2006 Article

EBrochure

EBrochure

The Fall 2006 article describes the evolution of how KSU chose to migrate recruitment literature to a web environment using transactional features.

• Variable Print

• Customization

• Personalization

• 24/7 on demand

•“Sea Change” for Recruitment literature in Collegiate Student Marketing

ConversionConversion ResultsResultsTracking ResultsTracking Results

Currently the KSU Prospective Data Base does not fully Currently the KSU Prospective Data Base does not fully interfaceinterface with SIS Banner, but with SIS Banner, but under developmentunder development

All freshmen prospects requesting an All freshmen prospects requesting an ebrochureebrochure for fall 2006 for fall 2006 were were extracted and matchedextracted and matched to registered freshmen. to registered freshmen.

7197 Freshmen 7197 Freshmen ebrochureebrochure RequestsRequests

A manual match revealedA manual match revealed

56%56% of accepted enrolledof accepted enrolled35% 35% of applied enrolledof applied enrolled

6%6% of those requesting of those requesting ebrochuresebrochures enrolledenrolled

Customization Moved to Next LevelCustomization Moved to Next LevelSummer/Fall 2005:Summer/Fall 2005:

EbrochureEbrochure for Orientationfor OrientationEmail/Email/mailoutmailout upon request ofupon request ofOrientation PersonnelOrientation Personnel

List of accepted generated and provided List of accepted generated and provided for email/for email/mailoutmailout, based on specified , based on specified criteria (example, first year students)criteria (example, first year students)

Next Admission objective: Next Admission objective: Personal Web Personal Web Page brochuresPage brochures…… (80% implemented 1/07!)(80% implemented 1/07!)

Ebrochure personalized, showing college of interest

Contact InformationContact Information

Joe F. Head (Joe F. Head (JHead@kennesaw.eduJHead@kennesaw.edu))

Dean of University Admissions and Enrollment Dean of University Admissions and Enrollment ServicesServices

www.kennesaw.eduwww.kennesaw.eduhttp://http://www.kennesaw.edu/admissions/professiowww.kennesaw.edu/admissions/professio

nal.htmlnal.html

(770) 499 3575(770) 499 3575

VendorsVendorsHobsonsHobsons EMTEMT

Cincinnati, OhioCincinnati, OhioTheresa Theresa PacellaPacellaSasha PetersonSasha Peterson1 800 927 84391 800 927 8439

www.emt.hobsons.comwww.emt.hobsons.com

DSIDSI

Atlanta, GeorgiaAtlanta, GeorgiaBob Bob HarthHarth

bharth@datasuppliesinc.combharth@datasuppliesinc.com770 499 6300770 499 6300

Closing Remarks Closing Remarks –– Q & AQ & A