Case Study
Project: Variable-Data Direct Mail College Search
Kelmscott Communications has been working with a large, Midwestern university to improve their prospecting of high school students. Using our digital printing capabilities, we were able to create 42 variations of the mailer to create a personal approach for prospective students. In doing so, the university was able to differentiate themselves from other colleges.
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Variable-Data Direct Mail College Search
A large, Midwestern university wanted to personalize their contact with prospective students. Kelmscott completed a 162,000 piece project from prepress through 3 separate mailings over 6 months. This project included consulting on the data format, mail presorts, offset and digital printing, inserting, and mailing. Kelmscott printed offset shells, inserts, envelopes, and completed a digital imprint. The final letter included 3 variable paragraphs that accounted for 42 variations based on values in the customer list. Inserts were matched to each letter. The resulting mail piece was specific to each recipient based on grade level, major, and geographic region. Non-responder information was gathered by the university and the data was submitted to Kelmscott to produce another variable “touch” to the prospective students. As long as data is gathered, the mail list can be refined until all interested respondents are given an opportunity to reply.
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