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In this episode, GradComm CEO Cheryl Broom talks with Keith Goodman, a direct mail marketing expert, about the renewed power of direct mail in today’s digital-first world, especially for education marketers. Goodman explains how direct mail allows for precise, personalized outreach by using rich demographic and psychographic data, including household makeup, interests, and behaviors.

The conversation explores how colleges are using direct mail to promote everything from summer courses to career-focused certificate programs. Goodman shares how data like drive time and proximity can sharpen targeting, and how direct mail works hand-in-hand with digital campaigns to boost engagement. The episode also highlights how to measure campaign success and why continuous testing is key to long-term results.

What You’ll Learn:

• Why direct mail is making a comeback in education marketing
• How audience segmentation drives better results than digital alone
• Ways colleges use direct mail to target parents and prospective students
• How to combine print and digital for higher ROI
• Tips for testing and optimizing campaign performance

Thanks for listening!

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Higher Ed Conversations is hosted by Cheryl Broom, CEO of GradComm, a marketing and branding agency specializing in community colleges and public education.