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Innovative Education
DRIVING ENROLLMENT THROUGH TECHNOLOGY & DATA
MARKETING AUTOMATION NEXT STEPS:
Chris CasaleAssistant Director of Marketing Technology & Data
Stephanie Skupien Assistant Director of Marketing Production & Creative
Innovative Education
WHO ARE OUR ONLINE STUDENTS?of online students live within
100 miles of the main campus or a satellite campus or service center of the institution they attendsay their biggest motivation to enroll was to advance their current career
of online students are
femaleof students enrolled in distance learning courses are full-time
of online students are 34
or younger
80%
46%
74%
54%
70%
Innovative Education
WHY DO THEY TAKE ONLINE COURSES?
Ability to take courses and study anytime and anywhere
64% Flexibility
Courses delivered in 4-week, 6-week, 8-week and other alternative calendars
37% Accelerated
Less fees, lower overall costs
30% Cheaper
Ability to complete a program quicker than traditional learning
18% Faster
68% BalanceAbility to balance life’s responsibilities more easily
Innovative Education
INBOUND MARKETINGA FEW KEY FUNDAMENTALS OF
Innovative Education
WHAT IS MARKETING AUTOMATION?A tool that allows organizationsto nurture prospective students with highly personalized, relevant content at the time they’re interested to help convert them into enrolled students.
Innovative Education
THE BUYER’S JOURNEY
I can get a promotion at work but I need a Master’s degree. Can I do that around my already busy schedule?
Awareness Stage
Consideration Stage
DecisionStage
I would like to take the next step in my career. I don’t make enough money and I’m getting bored.
I’m going back to school! Which online Masters program is convenient and affordable?
Innovative Education
THE SALES FUNNEL• A potential student lands on the website• Completed form, becomes a lead• MQL and SQL determined by interest level• More interest becomes an opportunity• Completed application, becomes a student
Innovative Education
THROUGHOUT THE PROCESSUSING TECHNOLOGY
Innovative Education
Innovative Education
TECHNOLOGY
• Production• Automation• Customer
Relations• Research &
Analytics
Innovative Education
CAMPAIGN PROCESSPRE-
CAMPAIGN
• Proposal Submitted
• Program Profile
• Market Analysis
• Financial Model
• MOU Development
• Audience Persona
POST-CAMPAIGN
• Campaign Recap Report
• Campaign End/ Pause Process
PRODUCTION
• Asset Checklist
• Campaign Plan
• Campaign Budget
• Asset Creation and Review
• Recruitment Packet
• Campaign Proof Packet
LIVE CAMPAIGN
• Recruitment Efforts
• Campaign Optimization
• Digital Ad Optimization
• A/B Testing• Campaign
Health Reports
Innovative Education
MARKET RESEARCH• How do we
stack up against the competition?
• Is there a market for the program?
Innovative Education
AUDIENCE PERSONASTry to develop 3-5 personas per program that cover the biggest audience segments
Innovative Education
FINANCIAL MODEL• What’s the
payoff?• How long
before the program is profitable?
• Number of students needed for enrollment?
Innovative Education
PRODUCTIONCAMPAIGN PROCESS
Innovative Education
BUILDING THE CAMPAIGNThe production manager uses the pre-campaign documents to build out the campaign production schedule in Asana.
Innovative Education
CUSTOMER WORKFLOW
Google Adwords
@LN Email
1
Program Overview
Landing Page
@Conf Page &
Leads are assisted by our recruitment team throughout
the process
@LN Email
4
How to Apply
@LN Email
3
Accreditation
@LN Email
2
Online vs. Trad.
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DIGITAL ADVERTISEMENTS
Facebook Ad
Student/Staff Portal
On-Campus LCD Screen
Google Adwords
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LANDING PAGE
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CONFIRMATION PAGE AND E-MAIL
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DOWNLOADABLE BROCHURE
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ADDITIONAL ASSETS
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LEAD NURTURING EMAILS
Accreditation How to ApplyOnline Vs. Trad.
Overview
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LIVE CAMPAIGNCAMPAIGN PROCESS
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MONITORING PERFORMANCEWe review the performance of the campaigns using Google Analytics
Wordstream is used to review ad platform and keyword performance
Innovative Education
LANDING PAGE OPTIMIZATION
Innovative Education
LEAD NURTURING OPTIMIZATION
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LEAD NURTURING OPTIMIZATION• Are emails
reaching our prospects?
• Are prospects engaging with our emails?
• Are we getting the results we expect?
Innovative Education
RECRUITMENT
Innovative Education
RECRUITMENT
Personalized emails from recruiters are used to contact potential students
Innovative Education
HEALTH REPORTS
Innovative Education
POST CAMPAIGNCAMPAIGN PROCESS
Innovative Education
CAMPAIGN RECAP
Innovative Education
THANK YOU
DRIVING ENROLLMENT THROUGH TECHNOLOGY & DATAMARKETING AUTOMATION NEXT STEPS:
CHRISTOPHER CASALEccasale1@usf.edu
STEPHANIE SKUPIENstephanie53@usf.edu
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