"In 2021, Indiana University brought a $1 million external vendor contract for email marketing of regional campuses in-house, creating a visually striking product with a more effective voice and tone for the intended audience. The second year of this Regional Recruitment Marketing (RRM) email added SMS messaging and focused on scaling up prospect and suspect touch points by utilizing a standardized journey across campuses.
Animated gifs and a student-focused look and feel helped strengthen differentiation between five regional campus brands. Audience segmentation and interactive polls boosted engagement and served to continuously refine the messaging and user experience.
Messaging spoke directly to high school students and a distinct voice and tone was developed for each campus. The in-house RRM journeys also allowed for the student to opt-in pre-application, which was not possible with the previous external vendor.
By coordinating efficiencies across many internal teams, our team was able to effectively target specific audiences for multiple campuses, allowing those campuses to repurpose significant funds to support enrollment through other measures."
From the Judges
The design is fun, engaging and different. Based on the results, the campaign effectively engaged the target market and achieved stated goals. This project represents a judicious use of resources and the cost savings is phenomenal compared to previous year budget. Especially impressive considering work was completed entirely in-house.
