College-oriented magazines boost response rate with app

Share this content:
College-oriented magazines boost response rate with app
College-oriented magazines boost response rate with app

Client: Townsend
Communications 


Agency: Moblico 


Objective: Revitalize response and engagement to direct mail aimed at college-bound students. 


Townsend Communications publishes magazines sent to the homes of high school juniors and seniors, aimed at helping colleges recruit incoming students. It also runs MyMajors.com, a site which leads students through a short quiz that recommends majors and matches them 
with colleges. 


However, after 35 years of publishing the magazines, responses, as measured by reply cards, have dropped off, says Bill Gaier, VP of Business Development. Ten years ago, mailings resulted in 150,000 replies; last year brought a mere 15,000. 


STRATEGY: Townsend contracted with Moblico to add QR codes to the magazines and launch an app for iPhone and Android models, combining many of the features of MyMajors.com with interactive features designed to encourage engagement. The app was made available free on the website and the Apple App Store through the end of February, in time for the March launch. 


"We're taking this 2D marketing and we're bringing it to life for the students," says Gaier.


The codes also helped improve accuracy of response measurement when reporting ROI to colleges. 


"They were telling us, 'We're not getting response anymore,' but we know we're driving students to their websites. With this app, we are going to be able to measure that," Gaier says. "It was getting us back into the measurable results market."


RESULTS: Even before launch, the app created excitement and buy-in at colleges, says Gaier. About 75% of the colleges Townsend sold on the app had not been in the magazine in the last few years.


It's difficult to compare engagement rates given the drop-off trend in replies, says Gaier, but he notes the mobile app immediately showed an effect on traffic to MyMajors.com. 


Mobile traffic on the site rose from 7% in February to 10% the following month, when the app launched. Through May 27, 32% of students accessing MyMajors.com through a 
mobile device viewed a school profile page, while 29% checked out a deal. 


Feedback from schools shows that engagement through the app leads to better interaction with student prospects earlier in their college searches, Gaier says.

Loading links....
close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here