Lyon College, a small liberal arts college in Batesville, Arkansas, wanted to gain the attention of prospective students. CustomXM sent postcards to high school seniors encouraging them to visit a personalized URL to enter for a chance to win an iPad and, once there, complete an online survey about their academic and extracurricular interests. A subsequent direct mail piece was personalized based on those responses to the survey. This piece also included an augmented reality “trigger,” which engaged students with an entertaining video about the school, giving them insight to part of Lyon’s campus and community.
The message in all the touchpoints was crafted to highlight the key differentiators of Lyon College including a small student to faculty ratio, close proximity to the Ozark Mountains, numerous outdoor activities, availability of financial aid and recognition from publications such as U.S. News & World Report and Princeton Review.
Lyon College saw a 76% increase in applications compared to the previous year. They also saw a 50% increase in qualified applicants compared to the prior year. Additionally, Lyon was able to cut the direct marketing budget by 30% by withholding certain direct mail pieces sent in previous years in favor of fewer, more targeted and personalized pieces.