Business School Uses Sequencing to Increase Applicants
Business education is an increasingly competitive industry, and business schools are looking for effective ways to obtain and maintain an edge over competitors as they seek to attract the best and the brightest students around the world. The Fox School of Business at Temple University was looking for a strategy to increase its applicant pool. The admissions staff was exploring different marketing tools and channels to find the best way to engage with prospective students. Upon various evaluations, the school decided to try something new and designed a marketing campaign, which incorporated a sequence of direct mail and email. The Fox School of Business found that an initial exposure to a physical ad led to a greater likelihood of a positive response to a subsequent digital ad, such as email.