Objective
The traditional method of providing the UEL Programme overviews has been a practical “one size fits all” approach whereby all information is contained in either the Undergraduate or Postgraduate Prospectus. Currently the Undergraduate Prospectus is 284 pages and Postgraduate 244 pages and is litho printed in bulk and warehoused.
The objective was to implement a variable data print solution to reduce costs and to gain a better understanding of the potential student so UEL could affect a dynamic relationship to better serve their needs.
Key Requirements
• Reduce the requirement for bulk printing of prospectuses to improve response and content obsolescence, reduce waste, achieve cost savings and improve the eco efficiency of providing information.
• Track the customer journey by measuring actions: searching the website/dropping out of the site/courses viewed/prospectus request/programme applications/bookings.
• Improve the student experience on the UEL site to make it easier for the student to apply to study.
• Leverage personalisation through the variable data solution and improve the speed of the process to increase the number of Programme applications/bookings.
• Measure and capture data on the customer journey to create a customer relationship management process which enables a continuous and relevant dialogue with students to sell more relevant Programmes.
• Improve enquiry to registration rates.
• Identify the best way to bring together a technical solution.
Solution
UEL chose XMedia from KnowledgePoint which pushes the boundaries in flexibility and excellence of online and offline digital bespoke content. An ingenious browser-based, user friendly software solution, XMedia automatically publishes self-selected information in real time – on screen, for download and/or printing.
Students drive the inclusion of specific content – selected from choices presented on the web page. They are rewarded with high quality, informative collateral almost as soon as it’s been requested … in the format of their choice.
The benefits are increased student engagement, faster purchasing decisions and revenue generation, total working flexibility and delivery solutions.
This on demand facility removes any need for bulk print runs of prospectuses. And the content is completely customised to the user’s requirements.
Key benefits for UEL are:
• Personalisation of information on Programmes according to the individual student’sinterests.
• A personal prospectus can be built in real time (within seconds). The student can choose to either have a printed version of their own prospectus, an online version, a download or a blend of these versions.
• UEL can track interactions as the student moves through the site to give insight on how the site is used and how it can be improved.
• KnowledgePoint apply sophisticated digital equipment to deliver high quality full colour print, where it is needed, and utilise innovative finishing equipment incorporating camera verification technology to finish each prospectus. This approach is specifically designed to support variable length products, minimise cost reduce waste and guarantee document integrity.
• Tracking and reporting of what students do in the search and booking process so that an automatic customer relationship management programme can be implemented.
• A personal prospectus can be built in real time (within seconds). The student can choose to either have a printed version of their own prospectus, an online version, a download or a blend of these versions.
• UEL can track interactions as the student moves through the site to give insight on how the site is used and how it can be improved.
• KnowledgePoint apply sophisticated digital equipment to deliver high quality full colour print, where it is needed, and utilise innovative finishing equipment incorporating camera verification technology to finish each prospectus. This approach is specifically designed to support variable length products, minimise cost reduce waste and guarantee document integrity.
• Tracking and reporting of what students do in the search and booking process so that an automatic customer relationship management programme can be implemented.
Results
UEL now offer a wider range of Variable Data Printed (VDP) prospectuses all of which are available for order through their website. Essentially this comprises of a “self service” marketing and information solution whereby the enquirer can order information on any Programmes available at UEL and provides individual choice for specific information requirements such as fees, resources and halls of residence.
In addition to receiving a high quality digitally printed paper based colour prospectus within 48 hours (subject to location), the enquirer is given a PURL to access an on-line viewable version which incorporates page turning technology and other facilities. More importantly, this method of delivery produces a wealth of market research data and plots a journey for conversion from prospect to UEL student.
The KnowledgePoint XMedia VDP solution was available for Postgraduate students from October 2009 and to Undergraduate students from January 2010, UEL have already identified evidence that indicates VDP prospectuses can offer substantial cost savings. Shipping costs, which are weight based, are a significant area of saving for UEL too, especially for overseas locations.
A spokesman at UEL says “The early signs are that VDP offers real cost benefits and can be continually refreshed and updated to reflect our current Programmes offer.”
And adds: “There is no other University that has gone to such lengths to give true autonomy to the student; almost all the Prospectus content is driven by the student – very little is enforced content. And it’s a mix of Programmes information and university information collated according to the preferences of the student.”
Paul Gibbons, co-founder of KnowledgePoint, who developed the UEL solution says: “It’s been a very rewarding experience to be able to affect significant change and cost efficiencies for UEL and give greater strategic depth for their marketing capability. Making a positive difference to our customers is the XMedia solution’s key strength.”
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