Metzgers and Pageflex - Tiffin University Case Study

Tiffin University Increases Enrollment by Creating Customized Response PiecesThe following is an excerpt from a press release from Bitstream. View the official release.

CAMBRIDGE, MA - October 30, 2007 - Tiffin University has seen an increase in enrollment by creating customized response pieces. Metzgers used Bitstream's Pageflex Storefront—a software application that enables companies to define, auto-generate, and manage attractive Web-to-print document customization and ordering Web sites—to automate the fulfillment process.

Overview
Based in Tiffin, Ohio, Tiffin University offers graduate and undergraduate degrees in a range of programs. They offer classes that are onsite at the main campus and at remote locations, as well as an online graduate degree program. Their prospects include adult learners, recent college graduates, remote students interested in online courses and local students interested in on-campus programs. Competition for these students is intense and includes other local institutions and large national online universities with much larger marketing budgets.

Tiffin University was interested in increasing enrollment in their graduate degree programs. Because of the range of courses they offer, and the variety of types of students they hope to attract to their graduate programs, Tiffin sought a way to respond to requests from prospects with a marketing piece that could speak directly to each prospect’s areas of interest.

To accomplish this, they worked with Metzgers Printing + Mailing and developed a highly customized brochure that includes a range of variable content and is used to respond to prospects

Front of brochures for Tiffin UniversityA Variety of Goals
Under their old fulfillment system Tiffin would respond to requests from prospects in a labor-intensive and costly way. Information was assembled by hand from various sources and mailed out in a folder. The mailing took up to a week to compile, and the cost approached $2.00 per prospect.

  • The University’s overall goal, of course, was to increase enrollment in their graduate degree program. In addition, they also wanted to:
  • Reduce the production and fulfillment costs of response pieces
  • Build on the success of the CRM system already in place at the campus
  • Respond to inquiries quickly
  • Create a marketing piece that resonates with the intended recipients and motivates them to contact the Admissions Department.

Inside content of brochures for Tiffin UniversityOne Design, Many Versions
Metzgers used Pageflex Storefront—a software application that enables companies to define, auto-generate, and manage attractive Web-to-print document customization and ordering Web sites—to automate the fulfillment process. This new fulfillment system gives the University admissions group an online system for generating highly customized brochures containing the precise information each prospect requests. Through automation and digital printing Metzgers can mail brochures to prospective students within days of their information request.

The response brochure was designed by the University, and then Metzgers used the Pageflex design application to generate a template with designated locations for the variable content. The Pageflex design application is modeled after popular layout applications, but gives users the additional functionality needed to build templates that can flex the layout based on the size of the variable content and copyfit text as necessary, all while maintaining a pleasing document design. These are the properties that ensure design integrity, regardless of the variable content that will flow into final documents.

Almost all of the Tiffin Admissions brochure is variable, including its text and images. For example, if the prospect is an adult learner interested in an oncampus graduate program in Criminal Justice, the brochure is customized to include photos of a law enforcement officer, an overview of the criminal justice program, course descriptions for the criminal justice major, testimonials from graduates of the criminal justice program, descriptions of how the University supports adult learners, and information on the campus. A prospect who is a recent student who is interested in an online program, receives information instead tailored to him or her. All brochures are customized with the prospect’s name.

The following has been an excerpt of a press release from Bitstream. To read the rest view the official release.

footer-metzgers-logo

Address:

207 Arco Drive

Toledo, OH 43607-2906


Phone: 419.861.8611

Fax: 419.861.3299

Affilate Websites