MWU's Email and Postcard Direct Marketing Campaigns

In the past few weeks, MWU launched its annual direct marketing campaign for prospective students. We purchased mailing lists of students who recently took the MCAT, PCAT, and GRE exams. We then sort the lists geographically and by interest and send targeted mailings to encourage students to consider Midwestern University as they research schools. The theme for the campaign is "Want to Treat Patients?" and this appears prominently in both the email and the postcards. We used this tagline because our students tell us this is their main motivation for pursuing a health care career. We think our programs and faculty are also committed to training the best patient care providers in all of our disciplines. We believe this is a strength of our University and our focus on the health care team.

For those students who took the MCAT, we sent an HTML email for our colleges of osteopathic medicine. For those students who took the GRE, we sent an HTML email for our physician assistant programs. For those students who took the PCAT, we sent printed postcards for our colleges of pharmacy. We also sent printed postcards for MCAT takers who might also be interested in podiatric medicine or biomedical sciences. The "appeal" in both the email and the postcards was to "Learn the Top Ten Things to Increase Your Chances of Acceptance at Professional Schools." The list featured some tips about the application and admissions process.

If you didn't receive the mailing and are interested, you can access the special "Top Ten" list web site at http://www.healthprofessionsinfo.com/

If you did receive the email or postcard, I'm interested in your feedback. Was the tagline appealing? Was the Top Ten list intriguing and useful? Did this campaign encourage you to consider MWU? What could we do better or different in the future? Any suggestions you have are appreciated.