Keating Associates has unveiled its eMerging Education database technology and direct marketing program for colleges and universities. eMerging Education provides next generation communications technologies and marketing services for academic institutions and their departments, including admissions, advancement and public affairs.eMerging Education is a comprehensive database application that combines real-time data management, web-based ordering and inventory management, with direct response marketing techniques of lead conversion, personalization and customized versioning, culminating in prompt print production and fulfillment.
A central tool of eMerging Education is a digital pen powered by “Bluetooth” technology. The digital pen and its seamless database conversion capability break a longstanding bottleneck that has hobbled Admissions data collection and subsequent fulfillment. For example, many Admissions departments struggle with the timely and labor-intensive conversion of handwritten inquiry cards collected at college fairs and school visits, into usable data. Instead of admissions field counselors wrestling to convert lists of student names, addresses, and interests into databases and actionable mailing lists, digital pens “record” data as it's written, eliminating the labor and time associated with re-entering data and quickly responding to prospective student leads and inquiries.
Here's how it works:
The college uses digital pens and customized ‘information capture form' at college recruitment events.
As prospective students fill out the form using the digital pen the information is stored for database conversion.
The subsequent database is matched up to a personalized print template, based on the inquiry and the interests of the student.
Within hours of the student filling out the information capture form at a college fair, a personalized 4-color piece is ready to be mailed to them.
The database is updated on a weekly basis for importing into the institution's information system.
For admissions, the benefits to this technology are many and obvious: no more re-keying of data; increased accuracy; automatic database creation of prospects; almost immediate response to requests for information; simply produced communications that are highly personalized and targeted; cost control – no waste from leftover brochures; highly dynamic – department can change or add communications pieces simply and quickly.
On the broader, institutional level, these new technologies provide a direct and cost-effective communications process for managing many campus-wide outreach efforts.
Keating Associates is rolling out eMerging Education in fall 2005
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