Incorporating Intelliworks into Your Conversational Marketing StrategyJuly 14, 2009Intelliworks User ConferencePhiladelphi...
 APUS – Who we are.<br />Service. Leadership. Relevance in a global society. These values define our mission at American P...
 Growth at APUS<br />Growth Rates By Segment<br />20072008 1Q ‘09A<br />      Civilian        33%           55%       54%	...
Why talk about conversational marketing?<br />The role of the prospective student in marketing and recruitment has changed...
The New Enrollment Funnel<br />Source:  2008, Noel-Levitz<br />
Characteristics of Conversational Marketing<br />Markets are conversations.<br />Markets consist of human beings, not demo...
In a nutshell…<br />The basic premise is that market initiatives should no longer be linear – yes, indeed, the old enrollm...
How IHEs are participating<br />
Picking up where marketing left off – how admissions teams fit in<br />Participating as a person and not a marketer<br />E...
How does Intelliworks fit in?<br /><ul><li>Facilitates relationship-building
Enables university staff to follow-up with students that are genuinely interested in your school</li></ul>Enables greater ...
Humanizing the interaction<br />   <br />Alisa Kerns has always had a desire to help others and a passion for education; t...
Corinne…<br />The ultimate goal of the Admissions department and what life was like before Intelliworks<br />How Intelliwo...
What is the Role of the Admissions Representative?<br />Traditional idea of providing information, proposing options, and ...
Goals<br />Increase the conversion rate of prospective students to new applicants<br />Increase the conversion rate of new...
Life Before Intelliworks<br />The desire to build relationships with each new applicant on an individual basis faced many ...
Available queries were useful to some extent, but were representative of major populations and were not narrow enough to a...
Intelliworks Today<br />Conversion Rates of new applicant to registered student has increased significantly<br />Admission...
Intelliworks Today<br />Implementation of Intelliworks CRM has been adopted by the Financial Aid Helpdesk, allowing each S...
The Future…	<br />Continue to analyze current communications and processes to increase conversion rates<br />Incorporate t...
Jason…<br />	Continuing the conversation when a relationship has not yet been established:<br />The Challenge - Continuing...
Continuing the Conversation: The Challenge<br />Ensuring that the conversation and the relationship continued after a pros...
The Solution – Drip Marketing<br />What is Drip Marketing?<br />Drip marketing is a direct marketing strategy that involve...
Where to Start?<br />Developing a Productive Drip Marketing Campaign:<br />Step 1: Develop the plan<br />Step 2: Strategiz...
Incorporating Intelliworks – Communication Plans<br />Communication Plans<br />Allows systematic scheduling of email campa...
Testing and Planning	<br />AB Message Testing<br />Informal, more conversational, message<br />Direct message<br />Creatin...
The Results<br />Continuing the conversation while maintaining an emphasis on personalized communications and, relationshi...
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Incorporating Intelliworks into Your Conversational Marketing Strategy

  1. 1. Incorporating Intelliworks into Your Conversational Marketing StrategyJuly 14, 2009Intelliworks User ConferencePhiladelphia, PA<br />Terry L. Grant, AVP, Enrollment Management<br />Corinne Glenn, Systems and Training Manager<br />Jason Smith, Admissions Team Manager<br />American Public University System<br />
  2. 2. APUS – Who we are.<br />Service. Leadership. Relevance in a global society. These values define our mission at American Public University System. They guide how we educate and support more than 45,000 distance learners studying in 50 states and more than 100 countries. They shape the growth of our two institutions, American Public University and American Military University. <br />100% online; offering more than 70 undergraduate and graduate degree programs, including homeland security, intelligence, criminal justice, and emergency management.<br />
  3. 3. Growth at APUS<br />Growth Rates By Segment<br />20072008 1Q ‘09A<br /> Civilian 33% 55% 54% <br /> Military 50% 35% 35% <br />
  4. 4. Why talk about conversational marketing?<br />The role of the prospective student in marketing and recruitment has changed.<br />The old enrollment funnel is gone. Student recruitment is no longer a neat, linear, predictable process driven by the college or university.<br />The student now drives recruitment and enrollment processes and receives messages about your institution from other sources. Even more true for adult and online learners.<br />
  5. 5. The New Enrollment Funnel<br />Source: 2008, Noel-Levitz<br />
  6. 6. Characteristics of Conversational Marketing<br />Markets are conversations.<br />Markets consist of human beings, not demographic sectors or target groups.<br />Conversations among human beings sound human. They are conducted in a human voice.<br />Whether delivering information, opinions, or perspectives, asking questions or telling jokes, the human voice is typically open, natural, genuine.<br />People recognize each other…as such from the sound of someone’s voice or style of writing…<br />
  7. 7. In a nutshell…<br />The basic premise is that market initiatives should no longer be linear – yes, indeed, the old enrollment funnel is gone.<br />The concept of creating and pushing marketing messages to prospective students must give way to a more iterative approach to marketing through conversation creation, participation and refinement -- and repeat as necessary. That is conversational marketing. <br />
  8. 8. How IHEs are participating<br />
  9. 9. Picking up where marketing left off – how admissions teams fit in<br />Participating as a person and not a marketer<br />Establishing conversations, not sending messages<br />Cultivating relationships<br />Speaking with people not audiences<br />Humanizing the interaction<br />Becoming a resource, not a sales person <br />Speaking with a human voice<br />
  10. 10. How does Intelliworks fit in?<br /><ul><li>Facilitates relationship-building
  11. 11. Enables university staff to follow-up with students that are genuinely interested in your school</li></ul>Enables greater personalization with students <br />Provides cost-savings by not requiring one-to-one communication with every student<br />Allows your team to “repeat as necessary”<br />
  12. 12. Humanizing the interaction<br />   <br />Alisa Kerns has always had a desire to help others and a passion for education; these traits lead her to APUS and the Admissions office.  Just like all of the students she helps today, Alisa received her Bachelor&apos;s degree 100% online, while juggling work, school and family.  Her education, work experience, and customer service background allow her to truly understand and provide the support and guidance needed for her students.  She genuinely understands the concerns you may have about going back to school after years away from academics or your ability to manage time.  She is dedicated to listening to, educating and advocating for all new and prospective students.<br />
  13. 13. Corinne…<br />The ultimate goal of the Admissions department and what life was like before Intelliworks<br />How Intelliworks is configured and used to engage prospects and students in ongoing conversations – and used by multiple functional units at APUS<br />The future with Intelliworks<br />
  14. 14. What is the Role of the Admissions Representative?<br />Traditional idea of providing information, proposing options, and overall guidance to prospective students to assist them in making an informed decision about enrollment. <br />APUS breaks from tradition in focusing on new applicants through the enrollment process by providing continuous assistance, serving as liaisons with other departments, and ensuring the new applicant has everything they need to be successful. <br />
  15. 15. Goals<br />Increase the conversion rate of prospective students to new applicants<br />Increase the conversion rate of new applicants to registered students<br />Create a personalized experience for the new applicant<br />Evaluate different methods and avenues to engage the new applicant on a more individualized level without sacrificing efficiency and time<br />
  16. 16. Life Before Intelliworks<br />The desire to build relationships with each new applicant on an individual basis faced many constraints:<br /><ul><li>Reviewing individual records and contacting each new applicant was near impossible given minimal staff and increasing volume.
  17. 17. Available queries were useful to some extent, but were representative of major populations and were not narrow enough to allow the desired relationship with the new applicant and the ability for ongoing conversation. </li></li></ul><li>Implementation of Intelliworks<br />Customized report built from student information database capturing all pertinent information about new applicant<br />Creation of contact fields including information on who the new applicant is and where they are at in the enrollment process<br />Record creation and update was based upon customized report allowing for most up to date information regarding new applicant activity<br />Creation of individualized communication to engage the new applicant on a personal level<br />
  18. 18. Intelliworks Today<br />Conversion Rates of new applicant to registered student has increased significantly<br />Admissions Representative performance and productivity has increased across the board<br />Email templates, list views, campaigns, communication plans, and reports have allowed the Admissions Representative to Work Smarter, Not Harder<br />
  19. 19. Intelliworks Today<br />Implementation of Intelliworks CRM has been adopted by the Financial Aid Helpdesk, allowing each Specialist to provide the same individualized approach to every financial aid student<br />The Law Enforcement Outreach team utilizes Intelliworks to enter new leads giving them the ability to track each lead more efficiently and take away the need for messy spreadsheets. <br />
  20. 20. The Future… <br />Continue to analyze current communications and processes to increase conversion rates<br />Incorporate the same one on one approach with prospective students through Intelliworks<br />Implementation of the Intelliworks API allowing the Student Information Database to push information to Intelliworks daily<br />
  21. 21. Jason…<br /> Continuing the conversation when a relationship has not yet been established:<br />The Challenge - Continuing the conversation itself or continuing to try to establish a conversation<br />The Solution – Drip Marketing<br />Testing, planning, and incorporating Intelliworks into a Drip Marketing strategy<br />Looking toward the future<br />
  22. 22. Continuing the Conversation: The Challenge<br />Ensuring that the conversation and the relationship continued after a prospect or applicant had taken the initial step faced many constraints:<br />Prior to Intelliworks, the timeline for prospect and applicant follow-up had specific end dates<br />The sheer volume of new prospects and applicants posed a challenge for follow-up with prospects and applicants who had not responded or taken the next step within a set time frame<br />Lead Cultivation – Time is not always on your side<br />
  23. 23. The Solution – Drip Marketing<br />What is Drip Marketing?<br />Drip marketing is a direct marketing strategy that involves sending out several communications over a period of time to a subset of “leads” <br />“Law of 29”<br />A “prospect” will not become a “client” until they have viewed an Institutions marketing message at least 29 times.<br />The need to remain “top of mind” and engaging <br />
  24. 24. Where to Start?<br />Developing a Productive Drip Marketing Campaign:<br />Step 1: Develop the plan<br />Step 2: Strategize the Execution of the plan<br />Step 3: Decide who the target is<br />Step 4: Create consistency with each message<br />Methods:<br />Postcards<br />Newsletters<br />Emails<br />
  25. 25. Incorporating Intelliworks – Communication Plans<br />Communication Plans<br />Allows systematic scheduling of email campaigns to be delivered to a target group at a predetermined time period<br />Efficiency<br />Continuing the conversation and becoming part of the recipient’s community<br />Target very specific groups with relevant, personalized messages to engage in dialogue <br />Entry and Exit rules to manage campaign inclusions and exclusion<br />
  26. 26. Testing and Planning <br />AB Message Testing<br />Informal, more conversational, message<br />Direct message<br />Creating and Testing Trial Plans<br />Extensive testing phase<br />Choosing the target groups<br />Prospects<br />Applicant<br />Tracking the Success<br />Opt Out<br />Exit Rule<br />
  27. 27. The Results<br />Continuing the conversation while maintaining an emphasis on personalized communications and, relationship building<br />Ability to remain “top of mind” and engaging to those prospects and applicants whom we, in the past, may have lost contact<br />Reaching and furthering our goals to create a personalized experience while maintaining quality, maximum efficiency, and time management<br />
  28. 28. Questions?<br />
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