Albertson College experimented with a highly customized and targeted recruiting piece to send to their prospective students.

School Details

Albertson offers BS and BA degrees in sciences, humanities, fine arts and social sciences.

Click HERE to open samples of the mail piece.

Each piece was customized to one of four categories according to the student’s interest. If undecided, a general description was used.

(See this section on the inside of the mail piece)

Location, Location, Location

The small town offered different advantages to different students.

For City Kids – the marketing piece focused on outdoor recreation and scenery.
For Rural kids – the marketing piece focused on photos and features of Boise, only 30 minutes away.

See this personalization on the outside, bottom right of the mail piece.

Personal Touches

Every direct mail piece included a personally addressed note from the student’s counselor, including a picture of the counselor so the prospective student could visualize who they would be dealing with. In addition, the message was versioned depending on the student’s current year in school.

See these changes on the outside, top left of the mail piece.

Results:

The direct mail program using the VDP of images and content had an 18.7% response, a full 850% increase over the previous years mailing (response rate 2.2%).