1© 2008 Early Express Services, Inc.

SmartMarketing™ Concepts Proven to .Increase Enrollment

The information contained in this presentation is considered strictly confidential. No part can be copied or reproduced without the consent of Early Express Services, Inc.

2© 2008 Early Express Services, Inc.

? What is SmartMarketing

3. Then Getting AnalyticalWe Test, Measure, Change: Digital variable printing allows multiple image elements to be “tweaked” to increase response.

1. Its About First Getting NoticedWe break through the daily mail clutter with dynamic eye-catching approaches.2. Then Getting More PersonalWe take into consideration age, lifestyle, courses completed, etc, by leveraging 1- to-1 personalization technology to make each piece customized to the recipient.

3© 2008 Early Express Services, Inc.

, ? But First What Are Your Areas of Opportunities

2. ?Where and how do you want to grow enrollment• A specific program or course? • More or different student types?

• Online or branch campuses?

3. ? What have you tried in the past• What has worked the best?• What has worked the least?

4© 2008 Early Express Services, Inc.

#1 – Case Study Sinclair Community College

Campaign Objective: To increase enrollment of lower income adults

between 25-45 years old.

Concept: Create a empowering and encouraging message

in a way that allows the recipient see themselves succeeding.

Large format high-quality glossy postcard. Recipients' name was used three times on the piece.

A special website URL was created for tracking.

Results: Gained 233 new prospective students

5© 2008 Early Express Services, Inc.

#2 – Case Study Antioch McGregor

Campaign Objective: To increase enrollment by 50

Concept: Create a empowering and encouraging message in

a way that allows the recipient see themselves succeeding.

Large format high-quality glossy postcard. Recipients' name was on the piece.

A special website URL was created for tracking. McGregorSuccess.com/test.person

Results: Six Weeks into the multi-touch Campaign they had

93 enrollments.

6© 2008 Early Express Services, Inc.

#3 – Case Study Boise State University Tech College

Campaign Objective: Reverse declining enrollment Address increasing competition from major

universities. Appeal to those that might think they cannot

afford or would not be accepted in College.

Concept: Created a cohesive concept that speaks to and

encourages the target audience. Sent out multiple mailings each with different

themes: Finanical aid, graduate success stories, you can get a degree no matter what your eductionional background, etc.

Results: Enrollment increased by 14.7% versus 3.2% for

its key competitor

7© 2008 Early Express Services, Inc.

#4 – Case Study Miami Jacobs College

Campaign Objective:

Generate new registrants Peak interest in further education at Miami

Jacobs.Concept: Take advantage of variable data by changing the

graphics and text depending on the audience. Test two different concepts by splitting the list

and mailing two different post cards. Utilize PURL technology to track and measure

response rates and gather additional information on prospective students.

www.mjsuccess.com/test.person

Results: Gained 70 new prospective students

8© 2008 Early Express Services, Inc.

#5 – Case Study Bohecker College

Campaign Objective: Generate qualified leads for their new

EMT/Paramedic program.

Concept: Create an encouraging message in a way that

allows the recipient see themselves succeeding. Develop concepts to excite the target demographic

enough to fill out the business reply card

Results: One month into the campaign and Bohecker

reported 30 leads with 6 starts.

9© 2008 Early Express Services, Inc.

Creative Strategy Development Session

’ :Early Expre s s Cre a tive Te am Will

• Develop Project Response Rate Goals• Understand your schools strengths, including what meaningfully sets you apart from your competition.’• Research your school, your competition, and your target market (which may include determining who you

should be targeting).• Research Best –Practice direct marketing approaches in the Education Industry

The n we Cre a te• A compelling messaging framework that communicates what makes you better or different than your

competition.• Attention getting-high level creative concepts (online and/or offline) that supports the messaging

framework.• Up to three potential offers linked to the creative concepts and messaging framework.• Options for measurement and tracking.

The final strategy will then be presented to you in a Creative Briefing .for your feedback and refinement

10© 2008 Early Express Services, Inc.

Smart Marketing Investment

Creative Strategy – 3-5 includes concepts

1,450$

11© 2008 Early Express Services, Inc.

About Early Express

30- - - A year old company offering direct mail response improvement: , , , , services Data Analytics Design Printing Mailing Measuring

Processing/Analyzing DataVariable Printing Data, Student Responses, Measurement.

Creative & DesignCampaign concepts, layout and printing preparation.

Digital PrintingVia Hewlett Packard Digital Press.

Assemble & MailFull-service on-site mail operation—one of the largest in the Dayton area.