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When examining the prospect of direct mail for
colleges, one thing is clear, online education continues to grow. For many
professionals looking to boost their careers, online colleges and
universities have become more popular than ever (and the online trend now
has included secondary educators as well.)
It’s easy to see that targeting large universities and private schools make
good sense when looking for profitable markets for large mailing equipment.
Equipped with facts and figures about online education can help other
organizations see how direct mailings can increase revenue and help their
clients complete degrees.
Of course, the University of Phoenix is the most
well-known among the online universities. University of Phoenix spent $134
million in 2007 on measured media, whereas most universities spend a few
million at most. But its success cannot be argued, for it's now the largest
private university with over 400,000 students, 230 campus and
learning-center locations, and over $3.1 billion in revenue during fiscal
Taking a look at the University of Phoenix's efforts
with their # 10 letter, you begin to understand its success—especially in a
recessionary period in which professionals increasingly seek to gain new
skills and knowledge in their chosen field, or often to change careers
"As a teacher, you're passionate about your career, and
dedicated to raising the bar—for yourself and for your students. However,
your commitment to your classroom during the school year leaves little time
for the continuing education courses you'd like to take. "That's why summer
is a perfect time to complete some of that coursework. Over the next few
months, we're offering a wide range of Continuing Teacher Education courses
you may need for recertification, endorsements or professional growth.
"Enroll in one of our online Continuing Teacher Education courses by July
23rd and we'll waive your application and electronic course material fees."
Later, the concise one-page letter mentions that the
graduate-level courses are offered 100 percent online and that a wide range
of subject areas are available. It closes with a call to action via either:
a toll-free number or a website URL. In other words, this expertly written
letter connects to the prospect, shows that the university understands her
workload, but then presents her with an opportunity and an offer that may be
hard to resist. Next, on thick, high-quality paper, a dual-side page of the
Summer 2009 Online Course Schedule is enclosed alongside a BRE and reply
form that seeks to get more information about the prospective student.
Using this as an example should help your clients to visualize their own
success and make the decision to invest in your mailing equipment.