In-plants must add the power of cross-media technologies.

By Noel Ward

Then when Zack or Emma opens the personalized mailer from the college, they find their name inside, along with a response URL or QR code that takes them to a dynamically generated "landing page" on the Web, which they can view on their laptop or iPhone. There they get more info about the school, but can also answer a few questions about possible majors, interests, sports preferences and the like. That generates an e-mail, followed by a personalized brochure.