That is an interesting issue. In terms of the technology, you can probably type bart.simpson in the URL and get a custom page for the cartoon character. The user is encouraged to provide the information in the URL to customize the page for him/her. So this is something pretty easy to do.
I have not seen any results of marketing campaign response rates to custom URLs vs. generic URLs. If I got a card like that, I would be more apt not to type in the custom URL if I was interested, but that is just me.
Given our incoming students' propensity to join social networks of all sorts, I'm not sure this same concern would ring true among the undergraduate population. As for the graduate population, I'm not so sure. It would probably be worth the research.
we used to do these for our clients at my previous job. but we only sent them to students who had already expressed interest in the university. i don't see the point in sending it to those who have never contacted you. probably a waste of your marketing/direct mail budget.
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