College recruitment is at an all-time high. So how do colleges gain that competitive edge and catch the eyes of potential students? Do what one Long Island, NY college did, and wow students with custom-branded digital music download cards that will not only leave a positive lasting impression of your institution and academic offerings, but will also help you capture valuable student information for ongoing interactive marketing endeavors.

The college in Long Island tested out its first music download promotion at the beginning of the 2006-2007 school year with 500 cards worth three free music downloads each. The custom-branded image reflected the look and feel of the institution and were sent to prospective students directly through the school’s distributor.

In order to redeem the free music downloads, cardholders were referred to a registration page that collected valuable market data including the student’s name, email address, high school and graduation date. It also provided an option for students to receive further information about the different majors and academic courses of study available at the school, thus bolstering the institution’s long-term promotions.

The promotion was a huge hit with the college – resulting in three following orders of 4,500 music cards in total. Based on the program’s immediate success, the college continued to expand its music download card promotion, mailing nearly 35,000 music download cards in the 2007-2008 school year.