Case Study: Salem College boosts enrollment with Xerox and Keiger Direct

cross-media campaign boosts college’s enrollment 11% and helps printer expand business

Salem College worked with Xerox Corporation through Keiger Direct to improve enrollment marketing after seeing a 22% decline in responses in the second year of its cross-media campaign. The college wanted a more effective way to reach prospective students, especially by better segmenting and personalizing outreach.

Xerox Corporation helped Keiger Direct deliver a 1:1 cross-media campaign using personalized PURLs, QR codes, variable print, Adobe InDesign workflows, XMPie software, and Xerox iGen4 digital press production. The campaign generated 73,000 unique QR codes and PURLs, drove 1,500 responses within 24 hours, increased responses by 31% over the prior year, reduced mailing quantities by 7%, and helped Salem College achieve an 11% enrollment increase over 2009.

Salem College