Online College Uses Postcards to Rocket Enrollment

Here's an impressive example of direct mail outperforming online for education marketing: Lakewood College, a two-year nonprofit online school, vastly increased its enrollment levels of military-affiliated students with a postcard marketing program this summer. Starting with a 10,000-piece drop in June and following up with 30,000 pieces in July, Lakewood enrolled 300 students, according to Tonya Higgins, president of the 525-student, Lakewood, Ohio-based institution. That compares to just 45 students recruited from the military last year when the school relied on online ads, search and PR. For details on the postcard campaign, see http://chiefmarketer.com/direct/print/school-postcard-effort-makes-enrollments-surge-1026-lar2/?YM_MID=1268168&YM_RID=jan%2540lexinet.net