Leslie Nogue, Pitney Bowes Business Insight
In the Spring 2010 edition of Community College Technology Update, Marty Heador of Schoolcraft College discusses the value of integrating consumer segmentation data and analyses into direct mail programs. Schoolcraft College, a continuing education college in Livonia, MI, reached out to the predictive analytic consultants at Pitney Bowes Business Insight for help in maximizing the value of their direct mail campaigns.
Through effective customer profiling, PBBI consultants were able to identify the affect that distance has on Schoolcraft’s student response rates. They also determined the student count was dropping and the course load was decreasing per student faster than the number of students enrolled. By uncovering the most “in-profile” students and the “out-of-profile” students, Schoolcraft’s marketing department is now able to re-direct their direct mail towards the carrier routes within the 10 miles of the college with the highest concentrations of potential students. This effort has allowed Schoolcraft to “gain a deeper understanding” of their target student, but has also helped focus their marketing funds on those areas with the highest ROI. Read full article…
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