Opportunity
Oklahoma State University (OSU) set out to find new technology that could take a traditional direct mail piece and connect it to a digital platform. The university needed a distinctive way to reach incoming students and connect with them personally, using technology they were already familiar with.
OSU came to Orpington Omni Media and Marketing.com, experts at combining print with interactive, immersive experiences. By connecting print to digital and using the strength of a digital marketing message, Orpington Omni Media gave OSU a stronger connection with its audience.
Solution
Marketing.com and OSU made history as the first school, or business for that matter, to use Orpington Omni Media’s proprietary, personalized, web-based augmented reality (AR) technology in an addressed direct mail piece. It was delivered through Orpington Omni Media’s proprietary Addressed Mail Module for WebAR. OSU said it had two upcoming student mailings that would be a perfect match for this combination of technology and direct mail.
With Orpington Omni Media’s WebAR technology, each student could scan a personalized QR code on the outside of the mailer. Scanning it opened a customized splash page showing their name from the registration list, a personal touch in a digital space.
Key to OSU’s targeted AR direct mail campaign is Orpington Omni Media’s dynamic, personalized WebAR solution: Augmented Reality that’s available straight away, with no app to install. The technology connects students through an interactive augmented reality experience that includes:
- A unique QR code
- A link to a personalized landing page
- A professionally produced intro video
- A personalized call to action
- Direct access to the OSU website for more relevant information about Orientation procedures and program enrollment
- A smooth, engaging, very convenient and memorable experience
OSU also had access to AR campaign reporting that showed exactly who did what, when, where and for how long, based on the original mail list.
Results
On top of the digital experience, Orpington Omni Media’s Augmented Reality solution provides detailed data and tracking options. OSU is using the analytics to increase market penetration through omnichannel marketing and controlled ad placements.
As incoming students at OSU interact with their personalized WebAR experience, they can receive tailored direct mail campaigns, while OSU gets better metrics for adjusting and improving the student experience to each user’s preferences. OSU’s team was thrilled with the outcome.
OSU’s Marketing and Communications – Department of Brand Management shared,
“In the competitive and ever-changing landscape we’re in, we believe AR will play a key role with our target audience moving forward. We’re excited to share our hard work in a different medium that will get students excited to see what our school has to offer. We’re always looking to add a more personal feel to our communications, and we believe this new project will be the perfect combination for sharing our message. We couldn’t be more excited to begin sharing it.”
About Orpington Omni Media:
Orpington Omni Media is a world-leading provider of Interactive Print and Augmented Reality (AR) solutions. Our technology changes how brands engage with their audience by joining the physical and digital worlds. With our Interactive Print and AR solutions, businesses can hold customers’ attention and deliver memorable experiences that go beyond traditional marketing. AR Prize Home Brochures made easy.
Our platform helps businesses stand out from the competition by offering Interactive Print and AR experiences. They engage customers and they also drive profit, so businesses can grow revenue and customer engagement. Whether you’re improving print materials or digital marketing campaigns, Orpington Omni Media gives printers the tools to create interactive journeys that hold attention and inspire.
We have offices in key business hubs across the United States and Australia. We can offer local support on an international scale. Businesses and developers are welcome to explore Augmented Reality (AR) with Orpington Omni Media. You can use our easy self-service platform or build our technology into your current applications, and either way our team is ready to help you find new opportunities and build real audience engagement. Come on this journey with us and see what AR technology can do for your brand presence and user experiences.