For two years, our strategic partner McMillan worked with Oracle University and an agency called Market-Partners to develop and execute programs to increase enrollment in Oracle training courses. While Oracle University had great success with its introductory course, it found significant drop-off in students electing to pursue more advanced training. Now the goal was to reach out with a note of congratulations to the people who had recently completed the initial course and an invitation to continue their training with an advanced or specialized course. The focus was career-oriented. Recipients were asked to select the job role in which they were most interested, and then were driven to web-response pages with a list of recommended courses based on their selection. From there, they could click through to specific course descriptions and registration options.
Two thousand emails were distributed to U.S. students in the first wave, with an astounding 23% click-through to the web-response pages. Of those, 63% continued to the course descriptions. The same materials were used for Latin America and Canada. The first wave to Canadian students resulted in similar success rates, with 28% click-through and an impressive 93% continuing to course descriptions.
Oracle was extremely pleased with the results of this six-week campaign.