University of Richmond Draws Students With Multi-Touch Marketing Campaign

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Added:	4-1-06
Updated:	7-2-08

The Robbins School of Business Management Institute, part of the University of Richmond, wanted to fill the Mini MBA® program student roster. A multi-touch marketing campaign combining email, short-run color printing, and display advertising pulled in enough students to fill several sessions.
Published 2006

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Client University of Richmond Management Institute business.richmond.edu/mi	The University of Richmond’s Management Institute is the executive education division of the Robins School of Business. The school provides leadership, management and executive development programs to businesses and government.
Service Provider Worth Higgins & Associates Printers http://www.whaprint.com	Located in Richmond, VA, Worth Higgins & Associates is a full-service printer with a large digital print division.
Agency Digital Innovations Group http://www.digcreative.com	Digital Innovations Group offers marketing and design solutions for cutting-edge businesses and organizations. Located in historic Richmond, VA, DIG provides services for clients throughout the Mid-Atlantic and beyond.
Hardware	HP Indigo 3050
Software	Microsoft Access, Survey Monkey, Constant Contact, HP Yours Truly Designer
Target Audience	Prospects who expressed an interest in the Mini MBA® program
Distribution	7,315 mailed Fall 2005
Date	December 2004 through August 2005 with fall mail date
No. of Pages	5

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