The University was seeing a drop in undergraduates’ conversion rates. My brief was to turn this around.
The starting point was immense fact finding. What was feasible? How big is the issue? What are the operational issues, targeting capabilities, can we personalise? And how do we do this?
The solution? A range of off the shelf communications that together created an engaging journey, the core piece being a personalised, eye-catching piece that utilised print on demand to make it highly targeted.
Using a test and learn approach, the learnings were significant. Most importantly, it was based on customer insight and it worked. Significantly reducing reliance on clearing for the University.