A recent article in the Wall Street Journal (WSJ Article) highlighted how many universities are now adding the position of chief marketing officer. One of the advantages that a CMO at a university has over their counterparts in for-profit business is access to huge amounts of voluntarily supplied data regarding their “clients”, both students and alumni. With this data, the CMO can build integrated multi-channel campaigns that will both enhance the university brand and allow them to utilize 1:1 marketing techniques to further the conversation with their clients. The print channel can play an important role in this effort by utilizing personalized direct mailers to increase the relevance to the recipient and help maximize the desired response rates.
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