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April 07, 2006

Imaginative Promotional Products and Approaches

Maine wants out-of-state students for their universities, and is launching a $400,000 marketing campaign designed to increase student enrollment, reports BangorNewsCom.

It's interesting that several long-term effects are calculated in the cost of the promotion: not only does the higher tuition paid by out-of-state students helps cover the cost of maintaining high quality public universities, but because a certain percentage of these students will remain after graduation, Maine's economy will benefit; furthermore, the state will reach its goal to increase the number of residents with a college degree.

The promotional items being used are print brochures, posters and catalogues and which will be mailed to potential students and school guidance counselors. This fairly standard and conservative direct mail approach could easily be made more exciting (and thus memorable) by:

* emblazoning the envelope with the attention-grabbing message GIFT ENCLOSED
* including a highly useful student calendar on a magnetic wipe-off board with dry board black ink marker

It's the AIDA principles hard at work here: get their Attention, arouse their Interest, stimulate their Desire, and Ask for Action.

Posted by farfromboring at April 7, 2006 11:22 AM