Database Marketing Campaign At Oakland University: Business

Database Marketing Campaignoakland Universitybusiness Overviewoakland

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Oakland University conducted a comprehensive cross-media marketing campaign to promote their summer programs amid declining enrollment. This campaign aimed to utilize various marketing channels such as email, direct mail, social media, campus signage, search engine optimization, and outdoor advertising to attract prospective students, including undergraduates, graduates, continuing education students, and out-of-state college attendees. The campaign's goals focused on increasing enrollment, enhancing brand perception, and establishing effective benchmarks for measuring marketing effectiveness. The strategy incorporated personalization through customized URLs and targeted messaging, segmentation based on student interests, and multi-channel response tracking.

The campaign's tactics included bi-weekly email outreach tailored to specific student groups, personalized postcards with QR codes and URLs, social media engagement, campus posters with SMS and barcode responses, and outdoor movie theater advertising. Significant emphasis was placed on web optimization, resulting in a 166% increase in traffic, and detailed analysis demonstrated a 4% overall increase in summer enrollment, with over 4.9 million impressions generated across all channels. Conversion rates indicated that nearly 750 students requested additional information, and 433 eventually enrolled, illustrating the success of integrating personalization and multi-channel communications.

Evaluation of the campaign revealed that discontinuing underperforming channels and expanding effective tactics such as email marketing, social media, and mobile web delivery contributed to the positive outcomes. The campaign's comprehensive tracking and analysis—using tools like Google Analytics, response rate measurements, and engagement metrics—enabled Oakland University to refine future marketing initiatives. The campaign's success underscores the importance of strategic segmentation, personalization, and multi-channel integration in higher education marketing.

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