College Recruiters Make Lasting Impression with Music Download Cards

With recruitment competition at an all-time high, the College on Long Island, NY was looking for a way to connect with high school students and leave a positive lasting impression about its campus and undergraduate offerings. Recruiters at the college also wanted to be able to capture student information for ongoing interactive marketing. They found the solution they were looking for with custom-branded music download cards.

The college kicked off its first music download promotion in the 2006-2007 school year, starting with a test of 500 3-song download cards. Working with the school’s distributor, CFS developed a custom-branded landing page that reflected the look and feel of the college. The page featured a short registration page that collected the student’s name, high school, year of graduation and email address. It also allowed the students to opt-in to receive information about the different majors offered at the school. The music cards were sent to prospective students in a direct mail piece printed by CFS and mailed by the school’s distributor. To redeem the music, recipients first had to fill out the short online registration form. The promotion was a huge hit – resulting in three orders totaling 4,500 music cards. Based on the program’s enormous success, the College of Long Island, NY greatly expanded its music download card promotion for the 2007-2008 school year – mailing nearly 35,000 music download cards to date.