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Macromark Weighs in on College Using Direct Mail to Build Enrollment
Macromark (www.macromark.com), a progressive direct mail company specializing in acquisition, retention and monetization, is weighing in on an Ohio-based college using direct mail to build enrollment.
Lakewood College, based in Cleveland Heights, Ohio has seen unimaginable success in large part by implementing direct mail strategies. The college, which is specifically designed to help those in the military, their spouses, and veterans obtain skills to help them both inside and outside military duty, initially was enrolling students at a rate of 10 per month. Once it initiated its new marketing strategy, which was lead by a direct mail push of approximately 20,000 postcards per week, it was able to skyrocket enrollment to 120 per month and the college is now on track to make $5 million a year—a drastic improvement from the $120,000 it was making in 2010. (Source: “Lakewood College Case Study,” Postcard Mania, last accessed February 16, 2016; http://www.postcardmania.com/case-studies/education/lakewood-college.)
“It’s astounding to see what a focused marketing campaign can do,” says Dave Klein, president of Macromark. “Direct mail is powerful and this is a clear example of how committing to it can have a huge impact on an organization or, in this instance, an educational institution.”
In addition to the enrollment increase, Lakewood has been able to increase its staff from three to 38, which led to it being named one of Ohio’s top employers in 2014.
The postcards it used featured smiling female nurses and doctors. The mailings only went out to military spouses and featured a green, yellow, and blue color scheme. The copy was clear: “Attention Military Spouses,” speaking directly to the targets.
“You can’t get any clearer than that,” says Klein. “The postcards were to the point and showed the potential of what these spouses could become should they decide to attend Lakewood.”
Macromark continues to be one of the leading direct mail marketing companies in the U.S. It provides the most responsive lists in the business that help clients to improve their own business.
David Klein
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