High School Counselor Outreach Campaign

GOAL:

Increase awareness of a private technology university among high school counselors nationwide and equip them with the information and resources needed to confidently recommend its innovative technology degree programs to students during the college search process.

TACTIC:

Launch a cross-channel referral campaign featuring a dynamic direct mail piece paired with a targeted email nurture series. Each touchpoint directs counselors to a personalized URL (PURL) with their information pre-populated, creating a seamless and highly tailored user experience. The dedicated landing page provides college information and clear calls to action, allowing counselors to easily request a meeting or order materials to share with their students.

TARGET:

• Over 30,000 high school counselors in the United States

RESULTS:

The campaign significantly expanded awareness of the university among high school counselors nationwide, with more than 30,000 counselors now familiar with the institution and the range of technology degrees it offers—equipping them to confidently refer students who may be a strong fit.

The personalized outreach strategy successfully drove counselors to their custom PURL landing pages, where many submitted requests for informational materials and scheduled meetings to learn more about the university. These engagements also generated meaningful secondary traffic across the university’s .edu website, as counselors explored additional degree pages and resources to better understand the opportunities available for their students.

For counselors who submitted the form through their PURL, their contact records within the university’s CRM were automatically updated, establishing them as newly engaged counselor relationships. This allowed the university to segment and nurture these contacts with future communications, strengthening long-term outreach and referral opportunities.