Brochures on Demand Personalized Marketing New Technologies in Electronic Brochures

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Brochures on Demand Personalized Marketing New
Technologies in Electronic Brochures
Presented by Dr. Angela Evans, Assistant
Director of Admissions Kennesaw State
University GACRAO 2005 Jekyll Island, Georgia
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What Is An E-Brochure?

• A fully customized brochure that is delivered
  electronically via e-mail (in minutes) and in
  full color print via US Mail (in days)

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Kennesaw State University

• E-brochure is
• live on KSU main
• web page, admissions
• page, and HSGCSS
• www.kennesaw.edu/admissions/ugadm.shtml

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Admissions Home Page
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Request Form for E-Brochure
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(No Transcript)
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Electronic Brochure Delivered By E-mail in Minutes
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Personalized Information Includes Stock and
Variable Info
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What Makes An e-Brochure?

• 81 Initial Variables
• 388,000 Initial Combinations
• Provides a Dynamic Mail out that catches
  attention
• Changes the Culture of Admissions marketing (no
  more printed or generic mail outs, using sole
  source vendor)

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General Information Deadlines
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Campus Features
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Specific Interests
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Specific Majors
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How Does It Work?

• Prospective student fills out a request form for
  further information through a web interface
• Information requested includes specific interests
  and academic directions

• Once the student completes the form and submits
  the request, DSIs cutting edge software
  (PageFlex), compiles stored graphics, text, and
  photographs pertaining to the interest into a
  defined template that conforms to the look and
  feel of your institution.
• The Database is outsourced to and managed by
  Academic Engine for KSU

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Immediate Confirmation on Web
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E-mail Link to Web Based PDF Brochure in
Minutes
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Customized brochures -in minutes and days
Via Computer and US Mail
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Outline For Development

• Consider transition of literature distribution
• Cost analysis
• Procurement (bidding or sole source)
• Name project driver
• Introduction/buy-in of key campus stakeholders
• Rough design of template considering stock and
  variable copy

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Development Outline Continued

• Determine topics
• Writing assignments internal office and other
  campus offices (fresh versus cut and paste)
• Collect and manage text and graphics on shared
  drive
• Graphics and photography
• Selected photo release rights for highlighted
  students
• Pilot, test, and PROOF

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Development Outline Continued

• Pilot, test, and PROOF
• Test group with stakeholders
• Selected photo release rights for highlighted
  students
• Develop web tool for tracking volume-reports

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Inquiry ManagementDefine Distribution Options

• Develop policy to determine hard copy limits
• Develop policy to determine electronic copy
  limits
• Determine timeframe to request additional
  hardcopies
• Single purpose continuing brochures
• Single point in time special brochures

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KSU Production Costs

• Costs are determined according to the scope of
  project relating to number of variables, data
  base management, graphic design, bulk or 1st
  class postage, volume and programming demand
• Initial Programming 9,160.00
• Graphic Development 2,800.00
• Annual Maintenance 2,400.00
• Data Base Management (N/A)
• (Academic Engine/Hobson's)

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Average Mailing Costs Prior to E-Brochure

• Tyvek envelope 0.37
• View book 0.54
• Catalog 1.67
• Housing information 0.05
• Insight cards 0.05
• Tuition information 0.05
• Financial aid information 0.05
• Preview flier 0.05
• Postage for all of the above 1.83
• TOTAL for U.S. Bound Packet 4.66
• Average postage for packets mailed to
  International Addresses is 6.00
• TOTAL for International Bound Packet 8.17
• The above costs are estimated. They do not
  reflect staff hours used to make copies and stuff
  envelopes.

Per Packet Profile
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Average Mail Outs Prior to E-Brochure

• Within the U. S. International
• November 03 1286 37
• December 03 1334 26
• January 04 1378 37
• February 04 1339 27
• March 04 1138 37
• April 04 963 31
• May 04 794 20
• June 04 1147 45
• July 04 930 31
• August 04 1390 44
• September 04 1315 85
• Approximate costs for October 03 September 04
  in U.S. mail outs (prior to E-Brochure) were
  65,269.00. International mail out costs were
  3,815.00.

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Expenses with E-Brochure

• United States International
• October 04 2627 41
• November 04 1964 71
• December 04 338 19
• January 05 1864 131
• February 05 1771 171
• March 05 (through March 24) 1311 195
• Total domestic costs for hardcopy E-Brochure are
  1.23 each x 9875 12,146.25
• (Printing, Postage, Mail shop handling,
  Electronic brochure transmission)
• Everyone that requests an e-brochure will receive
  a letter from our office with a tear-off on the
  bottom if they wish to request a catalog. The
  letter costs approximately .47 including postage
  and materials.
• Since October 04, we have mailed approximately
  10,503 brochures and letters. Of these,
  approximately 785 have requested catalogs at an
  additional cost of 1,601.00.

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Administrative Web Tool
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Return to Sender

• Return rate on mailed brochures equal to mailings
  of materials prior to E-Brochure
• Failure rate on emails for bad/full email
  accounts has ranged from 2 5
• Benefit double chance to reach the prospect

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Recognition for the E-Brochure
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Now Moved to Next LevelE-Brochure for
Orientation

• Email/mail out upon request of
• Orientation Personnel
• List of accepted generated and provided for
  email/mail out, based on specified criteria
  (example, first year students)

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(No Transcript)
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E-brochure personalized, showing college of
interest
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Contact Information

• Mr. Joe F. Head (JHead_at_kennesaw.edu)
• Dean of Enrollment Services
• Dr. Angela Evans (AEvans_at_kennesaw.edu)
• Assistant Director of Admissions
• www.kennesaw.edu
• http//www.kennesaw.edu/admissions/professional.ht
  ml
• [phone]

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Closing Remarks Q A