The Achieve-More Campaign for Emory & Henry College targeted high school students with a variable data postcard. The postcard used humor to direct students to an interactive quiz that asked:
»» Lady Gaga OR Lady Macbeth
»» Kindle OR Good Old Paper & Ink
»» Hummer H3 OR Prius
»» Sniff test OR Bleach-fest
Their responses were analyzed and emailed to admissions counselors, with suggestions about students’ interests, allowing future mailings to feature the college’s assets that would be most appealing to that student. By the numbers, applicants rose from 1447 to 1513 (4.5% increase) and enrollment from 278 to 321(15.5% increase).