Targeted, Timely Touch Points

FVTC needed an enrollment-focused marketing plan to increase applications and enrollment volume in each of their three semester starts.

In particular, the team wanted to engage with historically tough-to-reach audiences: Stopouts (students who were previously enrolled at FVTC) and students with some college credit but no degree.

To achieve this goal, Stamats and the Fox Valley team created a multichannel communication plan that aligned with the enrollment cycle. Their targeted strategy led to a big bump in enrollment. Not to mention an impressive financial ROI!

Deadline-Driven Approach

The campaign strategy focused on building awareness and emphasizing upcoming enrollment deadlines. The goal? To drive conversions using personalized email, direct mail, and text messaging.

With just two months to prepare and launch, Fox Valley and Stamats launched an omnichannel journey campaign that included:

• 3 postcards: Brand awareness. Design, content, and mail house management.
• 9 emails: Brand and deadline countdown. Template build, testing, image selection, and content, audience data management.
• 6 text messages: Deadline pushes. Content, timing flow, and testing, audience data management.

Each bespoke communication featured actionable next steps, guiding recipients to a streamlined landing page designed for seamless application submission. Every touch point followed best practices for: 

• Hero-image selection
• Calls-to-action
• Focused messaging
• Brand consistency
• Personalization
• Imagery and media