Comments on: The E-mail Sophomore Search http://marketingeducation.ncmark.com/2009/11/the-e-mail-sophomore-search/ Exploring the connection between marketing theory and the world of education Mon, 23 Aug 2010 21:42:53 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: Higher Education Brand Differentiation: The Top of the Funnel « Building Marketing Strategies for Higher Education http://marketingeducation.ncmark.com/2009/11/the-e-mail-sophomore-search/comment-page-1/#comment-503 Higher Education Brand Differentiation: The Top of the Funnel « Building Marketing Strategies for Higher Education Wed, 03 Feb 2010 22:39:26 +0000 http://marketingeducation.ncmark.com/?p=412#comment-503 [...] brand differentiation by colleges and universities. Whether it be the lack of originality in the email sophomore search process, or how colleges and universities use the same words and phrases to describe who they are, [...] [...] brand differentiation by colleges and universities. Whether it be the lack of originality in the email sophomore search process, or how colleges and universities use the same words and phrases to describe who they are, [...]

]]> By: Rick Hardy http://marketingeducation.ncmark.com/2009/11/the-e-mail-sophomore-search/comment-page-1/#comment-305 Rick Hardy Fri, 20 Nov 2009 16:24:44 +0000 http://marketingeducation.ncmark.com/?p=412#comment-305 Mark, I read this post a few days ago and have been pondering my response. You've done a good job at analysis. I agree. But the thing is, the sophomore email search (used to be entirely direct mail) written like the examples in your post produces inquiries that convert to matriculants. That's why Royall and Co. have so many clients. If I was an admissions director right now seeking results (aren't they all?), I'd look seriously at such a company because I'd be trying to get prospective students in my admissions funnel. But I don't personally like such marketing messages. I've changed agencies before that produced copy so lacking in creativity and disconnected from the heart of our institution and brand. Mark, I read this post a few days ago and have been pondering my response. You’ve done a good job at analysis. I agree. But the thing is, the sophomore email search (used to be entirely direct mail) written like the examples in your post produces inquiries that convert to matriculants. That’s why Royall and Co. have so many clients. If I was an admissions director right now seeking results (aren’t they all?), I’d look seriously at such a company because I’d be trying to get prospective students in my admissions funnel. But I don’t personally like such marketing messages. I’ve changed agencies before that produced copy so lacking in creativity and disconnected from the heart of our institution and brand.

]]> By: Bob Hallock http://marketingeducation.ncmark.com/2009/11/the-e-mail-sophomore-search/comment-page-1/#comment-234 Bob Hallock Mon, 16 Nov 2009 18:41:00 +0000 http://marketingeducation.ncmark.com/?p=412#comment-234 Mark, you make good points. The trouble, I believe, is that everyone believes that they can craft marketing messages, but it's an art to do it well. Thanks. Mark, you make good points. The trouble, I believe, is that everyone believes that they can craft marketing messages, but it’s an art to do it well.

Thanks.

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