25 April, 2017
Best Marketing Campaign
Texas A&M University
Texas A&M University is the recipient of the 2017 NACCU Best Marketing Campaign Award.
In April 2016, Texas A&M University learned that their financial aid disbursement partner would not be continuing under their agreement. At that point in time, Texas A&M University Aggie Card Office had a 97% direct deposit student enrollment rate for refunds. In two months’ time,the Aggie Card Office would have to find and implement a new company to service refunds for its 65,000 students.
The Aggie Card Office contracted with Heartland ECSI and working cooperatively to develop a multi-faceted marketing campaign that included web, social media, email, phone, digital advertising, printed materials and contests.
Marketing the new servicer, as well as getting the large, diverse student population to sign up for direct deposit of refunds proved a challenge, but the potential cost associated with students receiving paper checks gave the Aggie Card staff the incentive to develop a successful marketing campaign to achieve its goal.
The campaign saw significant, measurable success, exceeding its initial goals. As of January 2017 refunds via the new service had reached an over 85% penetration rate.
About the award
The NACCU Best Marketing Campaign Award is sponsored by Apriva and is presented to an institution that has implemented an integrated marketing strategy that has achieved measurable results to encourage participation in the Association and the industry, as well as to gather ideas and resources that can be shared by other NACCU Members. Nominees must demonstrate any or all of the following:
- Use and integration of three or more of the following marketing efforts to promote the visibility and value of an institution’s campus card program: Web, Video, Social Media, Print, Promotional Items (SWAG), Contests.
- Demonstrated return on investment. Examples may include but are not limited to improved financials (e.g. a chart depicting growth from year to year), enhanced customer service (e.g. letters of commendation or program accolades), and the achievement of a defined department or college/university initiative.