To create a high-impact campaign that would literally leap out at the recipient and encourage them to share their sheer delight on social media at being offered a place at the University of Nottingham. As this was a clearing campaign, there were to be several data feeds and 1st Class despatch was required within 24 hours of data receipt.
Boosting student engagement with a high-impact Clearing campaign.
THE CHALLENGE
THE CAMPAIGN
After considering a number of proposed solutions, a pop-up cube that sprang from its envelope was chosen, with the added benefit of it doubling up as a pen-holder. A template was created and the University’s marketing team supplied a creative that incorporated images depicting the breadth of student life and unique campus, which made for a stunning synopsis of what awaited the recipients on their arrival.
There were 5 separate data feeds, where the data was cleansed and formatted with a personalised label being attached adjacent to the call to action.
There were 5 separate data feeds, where the data was cleansed and formatted with a personalised label being attached adjacent to the call to action.
THE IMPACT
Videos and images were uploaded from receipt of the first mailing, creating a real buzz and feel-good factor on the University’s social media channels: students shared the content on Instagram, SnapChat and Facebook as well as Twitter.
The mailer received significantly greater engagement compared to previous Congratulations mailers despite not being incentivised and importantly, it helped the University of Nottingham stand out from their competitors at a key moment in the customer journey.
The mailer received significantly greater engagement compared to previous Congratulations mailers despite not being incentivised and importantly, it helped the University of Nottingham stand out from their competitors at a key moment in the customer journey.
"Just a quick note to thank you both for your contribution to fulfilling the pop-up cube mailing for our Clearing campaign. We’ve received the file copies of the pop-up cube in the office and the senior team are absolutely delighted with the product. It’s delivering exactly the impact and engagement we were hoping for.
As well as colleagues, we’ve had a positive response from future students on social media – with one person excitedly sharing a video of the cube popping up. This direct mail piece helped our organisation to stand out against our competitors at a key time in our customer journey.
I appreciate we still have a few data batches to go but everything has gone very smoothly so far – which is particularly helpful and reassuring with such a key mailing piece and working within such tight turnaround times!
I look forward to working with you on other projects."- Rachael Estrada, Marketing Officer