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Creating a Dynamic Reactive Communication Model from Scratch
By Paul Allen
About Me
Assistant Director of Recruiting• Professional MBA • Strategic Recruiting• Communication Modeling• Email Development
Have you ever….
Bought a house?Been married?Shopped on Amazon?
I. Professional MBA Case StudyII. Process of Building a Model
a) Evaluationb) Planning/Designc) Developmentd) Implementation
III. Advice
Agenda
• Over 5,000 undergraduate students
• 1,000+ graduate students• PhD programs• 4 Masters programs• 3 unique MBA programs
Darla Moore School of Business
DMSB & Hobsons
Specs:• Products
• ApplyYourself• Connect• Joint Client
• Over 168,000 Records• Around 300 Filters• 475 Different Email Templates
Case Study
University of South CarolinaDarla Moore School of Business
Professional MBA Program
Where Did We Start?
• Limited Staff• Underutilized CRM
• 0 automated emails going out• 1 email sent manually from Outlook once per week
Where Are We Now?
Success:• Fully automated, fully reactive, multi-staged communication model • All 4,000 prospects receive a personalized communication plan• 50% average open rate• 75% or higher open rate on key communication nodes • Some are at 85% or higher• 20-30% average interact rate across the entire plan• Enrollment is up 8%• Conversion rate from started application to admitted is up 17%• Yield (admit to enroll) is strong (85-92%)
Where Are We Now?
Metrics:• 7 active plans• Average of 6-8 touches per plan• Over 45 live unique communications
Process
How do you go about creating a communication model?
Evaluation
Planning/Design
Development
Implementation
Evaluation
Planning/Design
Development
Implementation
Evaluation
• What do you have now? Is it working?• Is the current model meeting the needs of
students?• What is your competition doing?
Evaluation
Development
Implementation
Planning/Design
Planning/Design
List Your Goals:-Automated-Reactive-Comprehensive
Planning/Design
Design Your Model
Funnel Approach:• What is the desired outcome
of each part of the funnel?• Define the key behavior that
helps a student reach the goal • Create communications that
encourage those actions• Communications become
more/less aggressive based on the number of behaviors a student exhibits
Communication Plans
• Each plan is geared towards a desired outcome/behavior
• As behaviors or desired outcomes change so does the plan
Evaluation
Planning/Design
Development
Implementation
Naming Convention
CP 12.1aAutomated message, not a one time
Stage in the funnel
Specific plan in a group of plans
Email or communication in that plan
Variation of that email if it exists
Development
Email Creation WorkflowIdea
Copy Edit Code Filter
Implement
Test
Evaluation
Planning/Design
Development
Implementation
Implementation
• Write down processes• Communicate
processes• Create reports• Measure success over
time• Keep lots of notes
Key Metrics
• Open Rates• Interact/click Rates• Opt-out Rates• Progression through
the funnel• Trends over time
Bit of Advice
Pro Tips:• Know your student• Know what communication they need, not what you want
to give them • Plan and plan some more• Be organized• Be flexible
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