Kellogg School Takes DM Electronic
Northwestern University’s Kellogg School of Management is set to further fine-tune and expand its direct marketing, which it began overhauling last year. The efforts more than quadrupled enrollments in Kellogg’s executive education program.
Later this year the Evanston, IL graduate school plans to send its first-ever targeted e-mails to promote its courses, which larger companies use to supplement their training programs.
Executive education marketing director Eric Fridman hopes to start this campaign by the second half of the year.
In the last six months of 2003, Kellogg more than quadrupled the conversion rates to its mailings to 0.43% from 0.1% during the first half of the year and saw its response rates increase 60% to about 2.8%, Fridman said.
The school’s executive education budget is less than $1 million. This year, Kellogg will also look into predictive modeling for mailings and will try to do more cross-selling.
Kellogg has reworked its direct response space advertising
