Iowa Retools Inquiry Engagement with Sticker Postcards

Responding to potential college student online inquiries in a way that is timely, helpful, builds affinity and has a long term impact is not an easy feat. The University of Iowa receives around 8,500 iniquires annually and wanted to improve upon their solution. In the past, they had an automated workflow where specifically requested materials were mailed for each online inquiry. For example, if an online inquiry indicated interest in marketing, their mailed information included information on that program. 

While this was efficient, there were a few issues. 

1. There was a delay in when the student received the information (time it took for the mail to arrive). 
2. It was costly with the print materials and postage. 
3. In our current age, students are more likely to digest information digitally. So what was being mailed probably was not being fully absorbed.  

Iowa liked having the students receive something physical after their inquiry, so they sought to find a better way. Iowa wanted to honor the requests of providing helpful information but do it in a way that saved costs, resources and still would create an engaging experience.

After researching options, Iowa retooled their inquiry engagement experience to:

• speed up the delivery of the needed information
• simplify the process
• create excitement
• save money
• produce opportunities for a longer lasting engagement

Iowa accomplished this through a two-step process using their CRM.  

Step 1 – The online inquiry response was re-programmed to email the student within minutes after the specific information was requested. So now when a student indicates an interest in marketing, they receive an email that provides that specific information right away.

Step 2 – To provide a physical connection with the potential student, a sticker postcard is automatically mailed within days. This item was chosen for a number of reasons, including. 

1. Students love stickers. 
2. Stickers stay around a long time, so they provide a long-lasting reminder of their interest. 
3. The sticker postcard has plenty of room for messaging (Iowa used the space to share next steps). 
4. Sticker postcards are much less expensive than the previously printed materials to create and mail. 

Result – This new process was a resounding success!  Not only did students receive timely and needed information, but in addition the revised approach simplified the process, saved money, built affinity and created opportunity for long-lasting engagement.