PRESENTERS: Megan Cendrowski Leigh Fitzgerald AUTHENTIC V. AUTOMATED COMMUNICATION – YES, YOU CAN DO BOTH WEBINAR | 6.18.15
PRESENTERS:
Megan CendrowskiLeigh Fitzgerald
AUTHENTIC V. AUTOMATED COMMUNICATION – YES, YOU CAN DO BOTH
WEBINAR | 6.18.15
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About the Presenters
Leigh is a principal account executive and inbound marketing specialist. She works with colleges and universities to implement and manage inbound marketing plans using the HubSpot platform.
Megan is an inbound strategist and content marketer. She leads content strategy and development to build new websites and innovative marketing campaigns for colleges and universities across the country.
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Introduction
Marketing automation is a huge buzzword in higher education today. And for good reason. Recruiters are busy. Marketers are busy. We’re all really busy.
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Introduction
› Generating a steady flow of prospective students/inquires?
› Is your admissions team overwhelmed with the number of inquiries you
have?
› Has admissions and marketing/communications agreed on what
conversations should happen with marketing, and which with
admissions?
› Do you have a content strategy mapped to your “student journey”?
› Are you tracking your inquiries digital body language across every touch
point and marketing channel (not just email)?
› Do you have a proven nurturing strategy you want to scale?
How do you know if it’s time to invest in marketing automation?
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Introduction
YES – automated communication can (and should) feel personal. When it comes to authentic v. automated content, you can have your cake and eat it too.
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What?
User personas are critical benchmarks for segmentation.
• Provide a deeper understanding of target audiences.
• Creative marketing tools to reference when developing content.
• Help us deliver the right messages at the right time.
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Why?
We have a wide range of target audiences to reach in #highered.
• Prospective students• Current students• Alumni / donors• Parents• Community members
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How?
Where to start…
• Focus groups • Look at historical data• Negative personas • Surveys • Talk to admissions• More the better
What to think about…
• Gender • Background• Age• Income (if any)• Common concerns/questions• Personal Goals• Real quotes
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What?
Marketing automation is more than just emails.
• Social media posts• Digital advertising• Content offers• And yes, emails, too
Segmented content helps us deliver the right message to the right person at the right time.
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Why?
This is how you make automation feel authentic.
• Hi. How’s it going?• Hello. How are you today?• Hey. What’s up?
If you know your audience, you can speak to them in a genuine way.
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How?
High School Henry
Transfer Taylor
• Do I want to go to college?
• Do I want to go to school far away?
• Do I need a concentration?
• Are there other campuses out there I’d like better?
• What schools are closer to home?
• What schools are in the city?
• What major do I want to focus on?
• Where do I want to go to school?
• What size campus is right for me?
• Are my credits going to transfer?
• Is my different major offered?
• Am I going to need to do an extra semester?
• Are there scholarships available?
• Is there early decision available?
• Is my sports team good?
• What is the difference in cost?
• Do I like the professors/deans?
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What?
Workflows help us strategize communication touch-points.
• Do we need more conversion points in our funnel?
• Should we focus on building our prospect pool?
• Is there a push for applicants?• Where are we focusing our efforts?
Answer these questions to allocate time and efforts according to your unique goals.
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Why?
We want our users to voluntarily take action.
• Request information• Start an application• Download content• Register for an event• Visit campus• Make a donation
Maps and workflows help us get get users from point A to point B.
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How?
Setting Up Your Workflow/Campaign:
1. Determine where a prospective student is in their journey
2. Identify how someone would be enrolled in a ‘workflow’
3. What content will we send in that workflow
4. Decide on a goal for that workflow, and how someone will be removed
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Case Study
Since March 1, 2015…
• 400+ Facebook Page ‘Likes’
• 170+ Twitter Followers
• 290+ Digital Advertising Leads
• 30+ New Applications
• 450% increase in website traffic
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Thank You!
Megan CendrowskiInbound Strategist, Converge
Leigh FitzgeraldInbound Specialist, HubSpot