Graduate Mailing Report

Known as the "Graduate Mailing," this ongoing direct mail effort is designed to inform recent graduates of the career development opportunities available at the Center. All graduates beginning with Fall Quarter, 1991, have received the mailing.

The Graduate Mailing serves two distinct functions--to build long-term awareness of and interest in the Georgia Center, and to solicit immediate response and/or registrations. Recent college and university graduates are a prime market for many present and future continuing education programs, and they can generate both short- and long-term business. It is important to reach this market soon after they graduate, while the institution still has a prominent place in their minds.

There are numerous reasons for targeting recent graduates: (1) graduates are entering the career development stages of their lives (ages 22-35) and are likely to seek training opportunities; (2) graduates may not be fully aware of the importance of continuing education and the offerings available, even though they may have spent years at the college or university; (3) graduates are the corporate decision-makers of tomorrow; and, (4) sentimentality about their alma mater may foster an ongoing relationship between graduates and the university.

Processes

The kick-back card allows graduates to request further information about professional development seminars, evening undergraduate academic credit classes, non-credit programs (Community Programs), computer training courses, and governmental training courses. The coupon is provided as an incentive to encourage immediate response. The coupon has no expiration date.

Response Profile

The respondent profile shows a greater interest by female graduates than male graduates. Of the 658 responses, 61.87 percent was female, while 38.15 percent was male. The overall graduate profile during those same quarters was 53.24 percent female and 46.82 percent male.

The majority of responses have come from graduates who live in the State of Georgia. While 91.01 percent of respondents are from Georgia, 6.99 percent are from other Southeastern states, and 2 percent are from other states. These numbers are slightly lower than the total UGA graduate profile.

Several schools and colleges in UGA pull heavier responses than others. The College of Education is represented by 27.51 percent of graduate respondents, while the Terry College of Business has 18.24 percent response. In third place is the College of Veterinary Medicine, with 10.33 percent of the responses. Graduates of all three of these schools are likely to need CEU credit in their future careers, which may explain in part why the response rate is so high. The Colleges of Business and Education also have the highest numbers of graduates each quarter. Other schools and colleges, including those of journalism, arts and sciences, law, family and consumer sciences, pharmacy, agriculture, and fine arts had response rates of between 1.67 and 9.57 percent.

Response Card Processing

Copies of the card are made and routed to the departments responsible for each of the areas for which information has been requested. Those departments mail the respondent pertinent brochures or other information, and, in some cases, add the respondent's name and address to appropriate mailing lists.

Coupon Redemption

Future Efforts

Later this year, UGA graduates will receive a dynamic new, brightly colored direct mail brochure that discusses the importance of lifelong learning and how the Georgia Center can help meet learning needs. The brochure will contain a perforated response card so individuals can request more specific information about Georgia Center programs.

The original Graduate Mailing contained three personalized pieces mailed in a standard business envelope, which needed to be labeled and metered. The new single direct mail piece will require only labeling, which will cut expense and valuable staff time. If response to the original mailing is an accurate indication, the new Graduate Mailing will make even more people aware of the wealth of educational resources available at the Georgia Center.

For more information, contact Donald R. Reagin, Department of Marketing Services, Georgia Center for Continuing Education, The University of Georgia, Athens, Georgia 30602-3603, 706-542-1223. E-mail: reagind@gactr.uga.edu

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Last revised: 1/31/96; 4:07:34 PM

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