Winning the Mailbox War in Higher Ed

Session Description
Creating great print work is an exercise in iteration. After rounds and rounds of revisions, approvals, press checks and postage estimates, it’s heartbreaking to think that your carefully considered piece will go directly from the mailbox to the recycle bin. This free webinar will focus on strategies for optimizing the outside of your direct mail piece and will showcase dos and don’ts from Higher Ed and beyond.

Who Should View:

Enrollment, admissions, marketing and communications professionals responsible for direct mail on behalf of their institutions.

What You Will Learn:

As a result of this webinar, you’ll learn:
• The state of direct mail best practices.
• How your envelope can become a messaging vehicle.
• How you can explore non-standard sizes without breaking the bank.

Published in: Education, Marketing

Winning the Mailbox War in Higher Ed from mStoner, Inc.

Transcript

1. mStoner Winning the Mailbox War: Direct Mail for Higher Ed April 2015
2. m  Takeaways THE STATE OF DIRECT MAIL IS PEOPLE LIKE MAIL. YOUR ENVELOPE IS  A MESSAGING VEHICLE.
3. m  THE STATE OF DIRECT MAIL IS PEOPLE LIKE MAIL.
4. m  State of the Industry 70% of Americans say mail is more personal than the internet. (Source)
5. m  State of the Industry 55% “look forward” to discovering the mail they receive. (Source)
6. m  State of the Industry 56% say receiving mail is a “real pleasure.” (Source)
7. m  State of the Industry 72% of consumers bring in their mail–as soon as possible–on the day it is delivered. (Source)
8. m  State of the Industry Mail is usually sorted by the head of household. In 90% of cases, s/he determines which items are kept for review. (Source)
9. m  What is the Mail Moment?  The Mail Moment deﬁnes the highly interactive daily ritual that consumers devote to bringing in their mail and discovering what it offers. The Mail Moment provides marketers with the unique opportunity to get their messages noticed and their offers considered. (Source)
10. m  Student Reactions The sheer volume of college mail creates different emotions.
11. m  Student Reactions
12. m  Student Reactions Novel Ordinary InformedConfused Am I being recruited by the Ivy League? Why am I getting all of this mail? How did they get my name? I love seeing my name in print! Look at this beautiful campus! I can’t believe the testing companies sell student names. I’m throwing everything away.
13. m  YOUR ENVELOPE IS  A MESSAGING VEHICLE
14. m  Proximity Scale & color Personalization Messaging Tactile Qualities ENTRY POINTS
15. m  Entry Points Entry points into your design attract visitors to the ﬁrst place you want them to look. “Without an entry point, viewers will have to work harder to ﬁnd their way into your design. They’ll have to pause and think where to look ﬁrst and think about what’s truly important on the page. A lack of entry point will increase the cognitive load on visitors.” (Source)
16. m  Scale & color What did you see?
17. m  Scale & color What did you see?
18. m  Scale & color 14” x 9”
19. m  Scale & color 6 3/4” x 4 1/2”
20. m  Scale & color
21. m  Personalization (Source)
22. m  Personalization (Source) Made possible by variable data printing Variable data printing enables the mass customization of documents, as opposed to the mass-production of a single document. Instead of producing 10,000 copies of a single document, delivering a single message to 10,000 customers, variable data printing could print 10,000 unique documents with customized messages for each customer.
23. m  Personalization (Source)
24. m  Personalization Less of this…
25. m  Personalization More of this…
26. m  Personalization More of this…
27. m Person designed by Juan Pablo Bravo from the Noun Project Personalization
28. m  Messaging
29. m  Messaging What’s your offer? Direct marketing is about presenting a value proposition and a call-to-action right away.
30. m  Messaging
31. m  Messaging
32. m  Messaging tp://www.commarts.com/SearchOn.aspx?colpg=0&col=1223&inum=400 Worth a test… Mail the same offer via both a simple envelope and branded envelope.
33. m  Messaging
34. mStoner mStoner green client colors JHU Messaging
35. mStoner mStoner green client colors JHU Messaging
36. m  Tactile Qualities Studies show that as we read, our brains comprehend text by correlating the message with the physical landscape of the tactile piece. When we see a message in print (versus a screen), our brains create a lasting memory response because the message’s landscape is tangible. Physical attributes of the tactile piece, such as thickness, shape, texture, and the material’s surface, folds, and corners, help the brain form a mental map of the message. Create a physical landscape
37. m  Tactile Qualities
38. m  Tactile Qualities
39. m  Tactile Qualities By asking your reader to imagine something associated with the involvement device, by asking them to fold or pull it, you’re getting them involved and you’re helping them really relate to the beneﬁts of what you’re selling so there’s a much better chance they’ll act upon your message. Involvement Devices
40. m  Tactile Qualities Involvement devices
41. m  Tactile Qualities Involvement devices
42. m  Tactile Qualities Involvement devices
43. m  Tactile Qualities Involvement devices
44. m  Tactile Qualities Watch video at: https://vimeo.com/53373499
45. m  Takeaways THE STATE OF DIRECT MAIL IS PEOPLE LIKE MAIL. YOUR ENVELOPE IS  A MESSAGING VEHICLE.
46. mStoner Winning the Mailbox War: Direct Mail for Higher Ed April 2015

The world

Tuesday, April 14, 2015