CHALLENGE

Kaplan Online University needed to help their students to stay in school. It was understood that if students could make it through the first semester, they had a dramatically improved chance of making it to graduation. It was Kaplan’s mission to guide and support as many students as possible in completing their education all the way through graduation. Although Kaplan had a wealth of online tools to help students, the students were both unaware of them and unlikely to access them, leaving the university frustrated and looking for an effective retention solution.

RESULTS

Our solution for Kaplan was a preparatory guide mailed to students immediately after they registered. The design of the piece clearly stepped students through the process of getting ready for their first class, provided URLs to the existing wealth of Kaplan’s online resources, and gave contact information where they could go for help. A follow-up “Success@Kaplan” piece continued to support students with tips and tricks, motivational stories, and time management skills.

Kaplan hired an independent research firm to study the results of the project, and confirmed that a remarkable 86.32% felt the materials were ‘helpful or very helpful’. Recall and utilization rates were exceptionally high.

“I’m in awe of what Elissa and Steve have achieved for my client. The design and layout are clean and simple, yet human. These materials are (and I’m not overstating this) small works of genius. In a follow-up survey, the piece in question was seen as ‘helpful or very helpful’ by 86.32%. The third-party firm which did the survey said, ‘The results of the survey are phenomenal. I have never seen such high recall and utilization rates from a mailed communication piece.’”
– Frank Parrish, Founder & CEO at The Virtual Agency

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