Since the introduction of tuition fees, universities need to work hard to catch the eyes of potential students. Southampton Solent University approached Proctors for expert advice to raise their profile over the UCAS application period.
The Proctors response
As 17-year-olds are less likely to receive ‘real’ mail than other forms of communication, we created a DM letter to grab attention. As well as playing on natural curiosity, these letters were highly personalised, detailing the course individuals had initially applied for and offering a relevant scholarship. Students could then find out more by using a personalised URL to visit a dedicated microsite.
The personalised URL system meant Solent could track response in real-time as letters landed on doorsteps. The University was delighted when 56% of students went online to find out more, and a stunning 17% conversion rate was achieved overall.