This may be one of the most direct marketing campaigns I've ever heard of. Wilkes College has been doing more than just sending direct mailers and personalized letters to court potential new students for the upcoming school year. In an effort to convince these high school seniors to choose Wilkes, the school has been putting personalized ads on billboards, pizza boxes, MySpace, and all sorts of other mediums that actually have a specific potential student's name, accomplishments, etc. These ads have been showing up all over those students' hometowns. The goal – let those students know just how much Wilkes wants specifically them on their campus.

Its made the students feel like celebrities. Their friends, families, and everyone living in their town now knows who they are and that Wilkes wants them as a student on their campus. The campaign has ultimately been the last nudge some of them needed to choose Wilkes as their university. Talk about making someone feel like you want them as a customer.

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