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AnyCollege.Com Leverages Immediate, Quantifiable Results to Improve Sales and Marketing

Industry: Marketing Website URL: www.anycollege.com Using Vtrenz Since: June 23, 2003 AnyCollege.Com needed an effective way to increase student traffic on their website, as well as recruit and retain member colleges. With big goals and a small budget, the solution had to provide immediate, quantifiable results.

Because its service helps colleges decrease their marketing and recruiting costs, AnyCollege.Com clearly understood the importance of generating demand for its own services at minimal cost.

Prior to Vtrenz, AnyCollege.Com used Microsoft Outlook to send emails to colleges and students. With multiple databases—including tens-of-thousands of records—the process was cumbersome and time consuming. There was no way to track open or click rates. Maintaining opt-ins and opt-outs was managed manually. And information stored in existing systems was difficult to use.

Build Professional Looking Emails
Using the Design Center in Vtrenz, AnyCollege.Com now can create and send professional-looking emails on short notice.“Before using Vtrenz, we were very limited in the email format we used,” said Sarah Eckert, Communications Specialist at AnyCollege.Com. “Now, I can create professional-looking templates that then allow me to send out communications at a click of the mouse. We have the control to create a consistent image and the flexibility to send out information when we want.”

Improve Marketing and Sales Results
Because AnyCollege.Com couldn't track open or click rates before using Vtrenz, the results of their marketing strategies were nearly impossible to gauge. Given access to analytical results instantly in Vtrenz, AnyCollege.Com improved its marketing and sales results. Now AnyCollege.Com can test subject lines and make improvements based on quantifiable information. And by understanding who has opened and clicked through to specific links, the sales team can identify and focus their efforts on the recipients who are most interested.

Increase Sales Associates Productivity
Communication with high schools is an important component to driving prospective students to AnyCollege.Com. Because many high school contacts don’t have immediate access to email and the internet, sales associates at AnyCollege.Com have traditionally spent a lot of time standing at the fax machine, faxing to one school at a time. With Vtrenz, faxing can be done right from the desktop. AnyCollege.Com is able to add interested contacts to a fax list that is then sent as a group campaign at the end of the business day. Sales associates also can send urgent individual faxes right from their desktops. The results: sales associates spend more time making phone calls and less time faxing.

Gather and Update Information
Keeping contact information up-to-date is critical to maintaining contact with colleges and prospective students. AnyCollege.Com uses Vtrenz to email contacts and request updates to their profile information. The form capability in Vtrenz helps to streamline this process, enabling users to include forms on their website and in emails. And reporting on survey results is quick and easy to access.

Drive Continuous Improvement
Since deploying Vtrenz, AnyCollege.Com has improved the efficiency in a number of areas of its business. As the company grows, it will continue to see value in Vtrenz functionality not yet in use today. “We continue to learn new ways to leverage the solution to improve our operational and marketing efficiencies,” said Cory Klinnert, President of AnyCollege.Com. “ Even though we don’t use things like the direct mail capabilities today, knowing that we can manage all communications from the same tool confirms that Vtrenz is the right solution for us.”

“Our favorite part of the product is Analysis Manager, because we can’t afford not to know the ROI of every marketing dollar spent. Should a marketing program not achieve the necessary results, we certainly don’t want to make the same mistake twice. iMarketing Automation provides us the knowledge we need to analyze the effectiveness of our marketing investments. We can see our promotion results instantly in an easy-to-read graphical format—no complex reports to dig through. And we can access updates any time we want.” –Cory Klinnert, President