Coordinator of Web Services, Xavier University
Director of e-Marketing, Xavier University
Project “Road to Xavier” is a recruitment campaign.
Cost, time, fixed content were the constraints.
Decided to move away from big budget because it wouldn’t have the best impact – timing and audience wasn’t ready.
Their real plan:
3 print pieces
Division of labor:
Web services – tracking data fed back to Admissions
They had 8 key target programs and after brainstorming they came up with “I Am…” (role, service, )
Print pieces told a story. And they told what is the input component and what is the result.
Landing pages complemented the print page brand/content and were listed on the print pieces. This enabled easy stats of hits and emails.
Follow up emails of print.
Phoning: faculty calling students, student calling students
alums calling students
they each had guides
website with contact reports
weekly email bulletin
The result was 70% of students that attended an event enrolled. That was 20% of admitted enrolled at Xavier. Goal was 940 they got 1174.
focus on growth potential and capacity
collaboration and working together
clear responsibilities, communication and regular meetings
involving faculty and alumni
keep the team small, working with limited dollar resources
strategic review of programs to highlight
reuse existing profiles and media
strong, focused events
The success of last year lead to more input from their team.
Road to Xavier is a portal like howdy.tamu.edu
They do a lot of their business there: housing, accounts, profile/directory information.