Direct electronic marketing via email campaigns
In recent years Cranfield University has increased the number of email campaigns that it undertakes in order to maintain more regular contact with its various audience groups. These groups include business-to-business, prospective students and alumni.
eZines and eBulletins
Cranfield contacts our alumni and students via two different types of electronic communications eZines and eBulletins. The eZines are electronic magazines with bespoke features written for them whereas the eBulletins are cut-down version of the eZine and collates news and events and links to various part of the website.
All links are tracked via web analytics and the results are reviewed with the content owners to further improve the communications.
Bespoke emails
The eZines and eBulletins are produced to fit into a communications schedule that is defined as part of the main communications plan. The alumni communications include two eZines, four eBulletins and one printed magazine spread over the year. This ensures that the alumni receive regular communications which ensures that the database is fresh but does not overwhelm them to the point they ask to be removed from mailing lists.
I work closely with our events team to produce electronic communication for event invitations such as graduation and business-to-business event. These communications are designed as part of the events communications plan and usually sit alongside printed and online material. For many of these events I also develop online registration forms for people to register to attend.