Case Study: a public university in the Midwest boosts student search engagement with RRD’s Marketing Hub LIFT

a university in the Midwest boosts QR scans by 55% with RR Donnelley

A public university in the Midwest sought to increase the response rate to its direct mail student search efforts amid rising postage costs and unsatisfactory engagement from prospective students and their parents. The university partnered with RR Donnelley to improve its direct mail programming and generate additional touchpoints.

RR Donnelley deployed its Marketing Hub LIFT omnichannel solution, which combined direct mail with digital advertising. This approach generated 8.9 impressions per mailed piece and over 2.65 million online impressions. For a second mailing, design changes and increased personalization led to a 55% increase in QR code scans, significantly boosting campaign engagement.