In this episode of The Hidden Gem, host Maya Demishkevich dives into the evolving role of direct mail in higher education marketing with Eric Webb, an expert with over 20 years of experience in direct mail and direct marketing. They discuss how integrating direct mail with digital strategies can drive enrollment, the importance of personalization, and why tangible mail pieces can create deeper connections with prospective students. Whether you're a seasoned marketer or exploring new tactics, this episode is packed with actionable insights for leveraging direct mail effectively.

Key Takeaways:

1. Learn why direct mail remains relevant in an increasingly digital world, with higher response rates and stronger engagement compared to email and online ads.
2. Discover how combining direct mail with digital campaigns boosts response rates by over 20% through integrated targeting and tracking.
3. Understand the importance of personalization and creative formats in making direct mail memorable and impactful for prospective students.
4. Find out how institutions can use tools like augmented reality, QR codes, and specialized lists to measure and enhance the effectiveness of their mail campaigns.
5. Get practical tips on avoiding common pitfalls, such as underestimating the importance of data, creative design, and the timing of campaigns.

Tune in to learn how to do direct mail the right way and why it’s still a valuable tool in the marketing mix for community colleges and beyond!

Data & Marketing Association: https://dma.org.uk

Eric Webb / Business and Marketing Strategy for Everyone / Rennasentient, Inc.

Over 25 years of marketing experience has enabled Eric Webb to help improve the marketing strategies, tactics and ROI of internet startups and Fortune 500 companies alike. He has produced and co-wrote award winning television commercials, been an associate producer for the "Bulls-Sox" Television Show and specializes in media and direct marketing to improve lead generation.

Starting his career as a copywriter, he eventually moved over to the client side of marketing and gained a key understanding of how to infuse creativity into marketing strategy. Whether you want strategies for media buying-planning, events, conferences, networking, Internet marketing and direct marketing, Mr. Webb has experience in these areas and many more.

His trademark is understanding what media works best for a strategy and combining those with solid creative and measurable marketing effort. It's that unique understanding of the whole marketing process that has attracted companies such as the Chicago White Sox, the Greenbrier Sporting Club (div of Greenbrier Hotel), RSM McGladrey (div of H&R Block), RainSoft Water Treatment Systems and MyPoints.com (the first online consumer loyalty points program in the world), to hire him.

Some of his most notable accomplishments include:
● Increasing brand awareness by 106% with a cable TV strategy
● Developing a direct mail strategy that pulled better results than television ads
● Developing a strategy that included the writing of a book, and monthly newsletter to garner a foot-hold in a new industry for an unknown brand
● Obtaining over 60 article placements in one year for a startup
● Improving the responses from one campaign by 400% by shifting media choices
● Having worked in both business and consumer marketing, as well as dealing with over 400 dealers around the world with various marketing needs, he understands the subtle art of marketing strategy, messaging and positioning by audience.

Eric has a Bachelors of Science in Advertising from the University of Texas and a Masters in Marketing Communications from Roosevelt University in Chicago.