Marketing Automation in Higher Ed: Driving Enrollment Through Technology and Data

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


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%


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


INBOUND MARKETINGA FEW KEY FUNDAMENTALS OF


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.


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?


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


THROUGHOUT THE PROCESSUSING TECHNOLOGY



TECHNOLOGY

• Production• Automation• Customer

Relations• Research &

Analytics


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


MARKET RESEARCH• How do we

stack up against the competition?

• Is there a market for the program?


AUDIENCE PERSONASTry to develop 3-5 personas per program that cover the biggest audience segments


FINANCIAL MODEL• What’s the

payoff?• How long

before the program is profitable?

• Number of students needed for enrollment?


PRODUCTIONCAMPAIGN PROCESS


BUILDING THE CAMPAIGNThe production manager uses the pre-campaign documents to build out the campaign production schedule in Asana.


CUSTOMER WORKFLOW

Google Adwords

@LN Email

1

Program Overview

Landing Page

@Conf Page &

Email

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.


DIGITAL ADVERTISEMENTS

LinkedIn

Facebook Ad

Student/Staff Portal

On-Campus LCD Screen

Google Adwords


LANDING PAGE


CONFIRMATION PAGE AND E-MAIL


DOWNLOADABLE BROCHURE


ADDITIONAL ASSETS


LEAD NURTURING EMAILS

Accreditation How to ApplyOnline Vs. Trad.

Overview


LIVE CAMPAIGNCAMPAIGN PROCESS


MONITORING PERFORMANCEWe review the performance of the campaigns using Google Analytics

Wordstream is used to review ad platform and keyword performance


LANDING PAGE OPTIMIZATION


LEAD NURTURING OPTIMIZATION


LEAD NURTURING OPTIMIZATION• Are emails

reaching our prospects?

• Are prospects engaging with our emails?

• Are we getting the results we expect?


RECRUITMENT


RECRUITMENT

Personalized emails from recruiters are used to contact potential students


HEALTH REPORTS


POST CAMPAIGNCAMPAIGN PROCESS


CAMPAIGN RECAP


THANK YOU

DRIVING ENROLLMENT THROUGH TECHNOLOGY & DATAMARKETING AUTOMATION NEXT STEPS:

CHRISTOPHER [email protected]

STEPHANIE [email protected]