Full Sail University Data-Driven Mail & Digital Campaign

Brief

Full Sail University is an award-winning educational leader for those pursuing careers in the entertainment and media industry. Founded in 1979, Full Sail University has been recognized as one of the Top Five Game Degree Programs by Electronic Gaming Monthly, one of the Best Music Programs by Rolling Stone Magazine, and one of the Best Film Programs by UNleashed Magazine.

Their mostly in-house direct marketing efforts consisted largely of mail reply cards, which led to loss of data, as it was often difficult to translate the penmanship of the sender.

Accomplished

To streamline their data collection efforts and provide tech-savvy students with a more interactive response platform, replies were collected electronically through personalized URLs.

Full Sail University determined which degree their list of pre-selected high school students were most likely to choose based on their interests. We used that information to educate Full Sail University’s design team on personalization techniques and incorporated a high level of personalization into each piece, providing a greater response rate than they’d seen in previous campaigns.

The reach of the campaign was further extended through a referral program, which was the first time referrals were tracked for any Full Sail University campaign.

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