DRIVING GRADUATE STUDENT SEARCH THROUGH INNOVATIVE MARKETING

AUTOMATION PROGRAMS

FEBRUARY 24, 2015

MindFireInc Educational Webinar Series

Creating marketing that drives results

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AgendaHow Direct Development created a unique approach for the University of Alabama to match grad student prospects to the ideal program for their needs.

Met the University’s challenge of finding a better approach for connecting with their target audience

Delivered a cross channel marketing program including personalized, microsite of choices for each student

Based on their interest areas, created an On Demand, Printed, Variable Viewbook, fully personalized to each applicants specific interest areas

Showcase the multi-version approach with the many options each student experienced

Q & A

Today’s Presenters

Tony Fraga Joe Manos

Director of Client Services Executive Vice President Direct Development

MindFireInc

REVENUE GROWTH IN 2015

COACHING TIP

Coaching Tip This month I was working with one of our customers

on a new, innovative program that we were going to showcase for their large Healthcare customers

One of the top customers they work with informed them they were going to create a new card program in house…

Surprise, Surprise, Surprise The program they were going to create was very

similar to what we were going to propose…just not as complete

I have been pushing our customer for six months to bring the proposed program to all of their customers to test the waters

The customer was too busy to make it happen

What can we learn from this? All of your customers are looking for innovative

approaches to achieve their business objectives

Be the first one in the door with these new approaches to business improvement and you will be rewarded, many times over

If you don’t, a competitor will or worse yet, they will create it themselves (at a greater cost and with less capability)

THROUGH INNOVATIVE MARKETING AUTOMATION PROGRAMS

Driving Graduate Search

About Tony Fraga

Tony FragaDirector of Client ServicesDirect DevelopmentFairfax, VA

Founded in 1984

Direct Development started as a direct mail production agency for nonprofit organizations that needed professional help managing their fundraising campaigns. Over time we saw similar service needs in other markets, especially higher education, and expanded to include a full suite of marketing services.

Today we deliver marketing in a variety of media formats, with a strong emphasis on highly variable content.

We have evolved over the last 10 years and now manage multi-channel marketing across all media channels, including lead nurturing, scoring and sales ready leads.

U of Alabama Program Overview

Overview:

The opportunity was a result of a Trade Show

Following the event, the initial engagement included:– Live demo meeting– Program samples– Another live demo– Two additional months of educating and proof of concept

Variable Viewbooks The initial program was created for another

University three years ago

We refined the solution and perfected it during the initial program

Our objective was to pitch it better and perfect the delivery methodologies

Program Overview

University of Alabama Program conducted six months ago U of A has 120 grad programs across 8 schools

Central Grad Office said, “we need a better approach for connecting with our target

audience!”

Variable Viewbooks Program Elements

Leveraging a multi-channel, multi-media approach, drive target audience to a variable site of choices and info

Once at the site, create tailor-designed viewbook based on their interest areas

Eight primary versions, with a ton of sub-versions

Delivered in print and online formats that are fully integrated

Essentially, this program represents a virtual nurturing

program built around the Personalized, Virtual Viewbook

creation and follow-up activities…

STEP #1 — Drive Prospects to Survey Site

STEP #2 — Deliver Personalized Online (Virtual) Viewbook

STEP #3 — Follow Up with Variable-Print Viewbook

The Plan for this Year

Based on your recent success with U of A, what do you have planned for this year’s

activities?

Program Evolution

Tony, how have Higher Ed Programs evolved over the last several years?

Old School Marketing

Some would say that Higher Ed institutions are old school marketers and slow to move to new

ideas...Agree or Disagree?

#1 ChallengeWhen working with the variety of customers

that you serve - what's the number one challenge to gain access and get them to

market differently to their target audience?

Innovation Factor

As an innovative company, you have been offering Marketing Automation Programs to your customers for eight years. How has this helped your company expand your customer

offering and grow revenues?

Q & A Tony and Joe

We are here to help you

Your Hosts

Tony Fraga Joe Manos

Director of Client Services Executive Vice President

Direct Development

MindFireInc

tony@directdevelopment.comjmanos@mindfireinc.com