Direct marketing is a form of marketing in which units provide physical marketing materials to target audience members and communicate information on an offering or unique value proposition (UVP). Direct marketing campaigns do not include advertisements placed on the internet, television or the radio. Typical types of direct marketing materials include email, print mailers and brochures.
The majority of direct marketing conducted by University of Idaho centers around enrollment (prospective students), alumni and donors through giving solicitations. Direct marketing involves a clear call to action: The recipient is asked to do something, such as donate, enroll, apply or RSVP to an event. The marketing piece drives the person to a conversion point, usually a website with a form to fill out. The number of conversions, or desired actions taken, is measured and reported to gauge campaign effectiveness.
Direct marketing should be coordinated through your marketing manager or the marketing team. Enrollment marketing should always be managed through the marketing team to ensure that messaging is clear and that prospective students are not being inundated with materials.
Email marketing campaigns require assistance from your marketing manager and the university web team. The university follows CAN-SPAM laws regarding email lists, which restricts the use of purchased lists. Please work with your web team member before purchasing email campaign lists.