Teachers College Uses Relevance to Improve the Admissions Experience

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Member Price:	Free
Added:	4-4-08
Updated:	10-22-08

Teachers College had been using a mass-marketing approach in its communications, sending the same comprehensive brochures and media to all interested students. Inundated by irrelevant information, prospective students became confused when attempting to select a program that fit their specific needs. The College realized it needed a cost-effective strategy that would eliminate confusion, tap into its ever-changing audience, and strengthen the Teachers College brand.
Published 2008

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Client Teachers College, Columbia University http://www.tc.edu	Teachers College is one of the nation's oldest and largest graduate schools of education—a place whose founding vision was to bring educational opportunities to all members of society, and whose faculty and students, time and again during more than a century of leadership, have demonstrated the power of ideas to change the world.
Service Provider Entremedia http://www.entremedia.com	Entremedia delivers integrated solutions primarily for direct marketing: cost-effectively generating new customers and sales. Entremedia employs "information leverage" to systematically target and motivate the ultimate purchasing decision-maker and the individual consumer.
Agency Earthbound Media Group http://www.earthboundmedia.com	Earthbound Media Group (EMG), a cross-media and creative communications agency, offers award-winning marketing solutions, eBusiness consulting, enterprise-level Web strategies, dynamic 1-to-1 personalized publications, stunning film production, and interactive services. It has had an impact on a diversity of industries, including higher education, commercial, healthcare, retail, and non-profit organizations.
Hardware	Xerox iGen
Software	XMPie
Target Audience	Graduate students
Distribution	100-700 customized brochures, printed and mailed every 2 weeks
Date	Launched in May 2007; ongoing
No. of Pages	7

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