CASE STUDY The Challenge • Educate prospects on USF and what it provides • Explain the steps to take when searching for the right college t • Catch prospects’ attention in a highly competitive environment in which high schoolers are bombarded with direct mail solicitations The Solution • Send prospects a series of oversized, personalized, 4-color laminated postcards • Include a free T-shirt o­er • Include a personalized landing page accessed through a PURL • Ask prospect to conrm pre-lled information and add additional information as well as T-shirt size • Utilize J&Q MarketSmart Dashboard to track response in real time and easily add information to the USF database • Mail T-shirts and follow up with subsequent marketing communications from USF The Results • Over a 3% resp

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