MIT

Background

MIT was using traditional outbound media to drive its main student enrolment campaign and press, tv and radio executions had been very successful in generating inquiries. But after sending out course information it was difficult and costly to continue to engage prospective students.

MIT approached Nebula and Touchpoint in early December 2002 with a desire to test the email channel – and to start the campaign before Xmas.

Objectives

• Add another channel into the existing mix
• Investigate the efficacy of email
• Deliver relevant links, information and brand messages in a timely and relevant manner

Target Audience

Qualified prospects.

Approach

• A low-cost, friendly email campaign – Get Ready Go – designed to focus on MIT’s orientation week, the last opportunity for registering students for the February intake
• When prospective students call the MIT callcentre or make an online query, as well as the pack in the mail, they now receive up to four friendly emails
• Following the hip and friendly theme, the entire enrolment campaign was topped off by a Big Day Out competition – to integrate with MIT’s exhibit stand at the event

How Touchpoint Technology Helped

Touchpoint ensured that callcentre data was uploaded weekly and outbound emails delivered, a microsite was built for the Big Day Out part of the campaign, and prizewinners were advised by email.

Results

While MIT does not as yet have systems in place to measure the inquiry into enrolment conversion rate, it clearly sees this initial campaign as a great success.