Walden University

Driving More Leads with New Creative and Direct Mail

Walden hosts more than 500 events each year to enroll prospective students who’ve shown interest in Walden (so-called warm leads) but haven’t committed. Attendance and registration for events was down, events felt predictable and marketing collateral wasn’t strong.

The Client

Walden University, an accredited institution, serves the higher education needs of adult learners in all 50 states and more than 150 countries through its online learning offerings.

The Problem

Walden hosts more than 500 events each year to enroll prospective students who’ve shown interest in Walden (so-called warm leads) but haven’t committed. Attendance and registration for events was down, events felt predictable and marketing collateral wasn’t strong.

Our Solution

Clapp 360 Communications re-conceived the events as dinners and used advanced data analysis—including demographic and psychographic characteristics—to choose the ideal invitees from Walden’s database of millions of leads. New collateral designs grabbed the attention of prospective students and personalized URLs and QR codes helped Walden track engagement.

Our Results

Event attendance increased by 12 percent and data analysis allowed Walden to tailor its future efforts to prospects most likely to attend the events and enroll at the university.

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