The e.f. group lands UTSA Alumni Program business with record-breaking retention results- variable messaging and personalized cross-media works!
SAN ANTONIO, June 15, 2012 /PRNewswire/ -- As the fastest growing university in Texas with more than 90,000 alumni and less than five percent renewing membership annually, the University of Texas at San Antonio (UTSA) decided to try a new approach with a cross-media campaign designed by the e.f. group. The campaign includes highly personalized direct mail, email and promotional offers to build retention.
"Our retention rate started at less than 5 percent and the e.f. group's campaign with variable messaging garnered an astounding 19 percent response rate," says Amber Phifer , marketing coordinator-UTSA alumni programs.
The e.f. group, a cross-media marketing solutions company, develops strategies to streamline marketing processes and integrates mobile and web applications to ensure cost-effective project management.
"Our standard monthly renewal campaign is also realizing amazing results. We are seeing renewals ranging from 18 to 42 percent a month and are thrilled with the work and creativity in cross-media options from the e.f. group," says Phifer.
The e.f. group created a personalized direct mail campaign with 125 variable options for messaging and images including name, gender, ethnicity and more. The email phase mirrored the direct mail with a web link for online renewals. The call to action and promotional offer for both executions was the same. New graduates renewing received a chance to win a $500 Apple® gift card and regular renewals could select a free UTSA Inaugural Football Season T-Shirt upon payment.
"The e.f. group also gathered relevant data that will help us further personalize and streamline messaging for future promotions. We also plan to increase online renewals moving forward with customized URLs," added Phifer.
"Customized URLs lead prospects to personalized web landing pages with information relevant to the prospects and provides an opportunity to begin information-rich dialogue with potential customers through a variety of media, including direct mail, email, and text messages. Implemented effectively, these tools allow clients to hone their marketing messages and increase response rates, sometimes by 30 percent or more," says Jason Ellis , president of the e.f. group.
"Our positioning line, 'cross-media that clicks', indicates our commitment to creating measurable campaigns that get noticed and get results. When we put our concepts into action it works and clients realize an astounding return on their investment," says Ellis.
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