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The North Carolina State University Student Aid Association, also known as the Wolfpack Club, provides private financial support for student athletic scholarships and facilities at NC State University.
Prior to engagement of The One to One Group, the Student Aid Association used a direct mail appeal to solicit new student members from the incoming freshman class of about 5,000 students. Previous direct mail campaigns to this audience consisted of one letter and reply device mailed to the incoming freshman class within three weeks of arrival on campus. The response rate and cost per dollar raised has always been well below similar membership drives to alumni.
Their One to One campaign worked like this:
First, a postcard or email is sent out which directs the recipient to a personalized website link.
When they visit the link, they are greeted with a personal message that often includes a compelling video that is written, directed and filmed by One to One Group
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The web page collects valuable information from the visitor.
This information is then compiled into an easy-to-understand format
Results
The Wolfpack Club pURL site delivered remarkable results and received incredible feedback from the staff. Of the 5,356 new students who were solicited, 25% visited their pURL site and 169 (12%) of them referred a friend or family member to the site. In addition, 225 students, 16% of those who visited the site, were converted into new student memberships.
According to Media Hooks, Associate Director of the Wolfpack Club, “This year’s new student campaign was by far our most successful. We doubled the number of new memberships from last year and most of them purchased the four year membership over the one year.”
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