Make Your Website Your Best
Admissions Officer With
Real-Time Personalization
DAN FLANIGAN
VP of PRODUCTS
@danflan
linkedin.com/in/danflan
KARL WIRTH
CEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
...
AGENDA.!
§  The challenges of edu websites today
§  Different personas: Students vs. parents
§  Personalization can you...
WHO WE ARE.!
#personalizeEDU	
  
Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to personalize the digi...
Percussion	
  So,ware's	
  award-­‐winning	
  web	
  
content	
  management	
  system	
  is	
  used	
  by	
  
higher	
  ed...
3 BIG CHALLENGES EDU
WEB MARKETERS FACE TODAY.!
#personalizeEDU	
  
1. NOT GETTING THEIR
AUDIENCE.
Prospective students along
with their parents have
different interests,
preferences, and ne...
2. CLUTTER.
With so much information, EDU
web marketers are cluttering
their homepages with too much
information.
#persona...
3. COMPETITION. #personalizeEDU	
  
Competition for online
students is heating up.
SOLVE THEM ALL
WITH REAL-TIME WEB
PERSONALIZATION.!
#personalizeEDU	
  
DEFINE YOUR PERSONAS.!
#personalizeEDU	
  
Thinks About…
Major/programs
Location
Campus life/activities
Athletics
THE PROSPECTIVE STUDENT.
PROGRAMS.
How can we help you?
Search
LOCATION.
HI BOSTON RESIDENT!
Come to our Open House this weekend!
EVENT DETAILS
CAMPUS LIFE.
WELCOME BACK!
Last time you were looking at Housing.
Are you ready to look at Dining or do you
want to contin...
ATHLETICS.
Name
Email
SUBMIT
GET MORE
INFORMATION
PARENTS CONCERNS
DIFFER.!
#personalizeEDU	
  
PROSPECTIVE COLLEGE STUDENTS &
PARENTS HIERARCHY OF NEEDS.
Parents have some
different concerns
Cost/Financial Assistance
Payment options
Safety
Location
PARENTS THINK ABOUT…
Parents	
  have	
  some	
  different	
  concerns	
  
Cost/Financial	
  Assistance	
  
Payment	
  op;ons	
  
Safety	
  	
  
...
OTHER WAYS TO
PERSONALIZE.!
#personalizeEDU	
  
SEARCH.
SEARCH.
Learn more about financial aid and lower cost programs. Download our Financial Aid Guide
EMAIL.
SOCIAL.
Welcome	
  from	
  Facebook!	
  	
  
BLOGS/CONTENT.
REAL-TIME PERSONALIZATION
IN ACTION.!
#personalizeEDU	
  
RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
	
  
RELATIONSHIP: Alumni
PERSONA: Parent of Senior...
CAPTURE BEHAVIOR
(visually out of the site)
UNDERSTAND
PERSONA – INTENT
RESPOND IN
REAL-TIME
§  Per-Visitor, User, Accoun...
RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much	
  
2. RESPOND1.  UNDERSTAND PERSONA-INTENT
4 vi...
RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
2. RESPOND1.  UNDERSTAND PERSONA-INTENT
2 visits to...
In Conclusion!
#personalizeEDU	
  
§  Define Your Personas
§  Audit Content For Your Personas
§  Personalization is a dialogue, not a monologue
§  What a...
JOIN US FOR PART 2
ON THURSDAY, MAY 8!
#personalizeEDU	
  
Q&A
www.percussion.com
Learn more about Percussion at
www.percussion.com
twitter.com/percussion
linkedin.com/company/percu...
Make Your Website Your Best Admissions Officer with Real-Time Personalization
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Make Your Website Your Best Admissions Officer with Real-Time Personalization

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Online research is a critical tool for students and parents choosing a college.

Personalization allows you to target students by academic, athletic, or any other interests, and to target parents with content they find most relevant such as cost and safety.

Learn more about Percussion CMS: http://www.percussion.com/products/index

Learn more about Evergage: http://www.evergage.com/

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Make Your Website Your Best Admissions Officer with Real-Time Personalization

  1. 1. Make Your Website Your Best Admissions Officer With Real-Time Personalization
  2. 2. DAN FLANIGAN VP of PRODUCTS @danflan linkedin.com/in/danflan KARL WIRTH CEO/FOUNDER @wirthkarl linkedin.com/in/karlewirth INTRO.! #personalizeEDU  
  3. 3. AGENDA.! §  The challenges of edu websites today §  Different personas: Students vs. parents §  Personalization can your website into your best admissions officer #personalizeEDU    
  4. 4. WHO WE ARE.! #personalizeEDU  
  5. 5. Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT. #personalizeEDU  
  6. 6. Percussion  So,ware's  award-­‐winning  web   content  management  system  is  used  by   higher  educa8on,  government  agencies,  and   businesses  to  create  engaging,  effec8ve   content  that  looks  great  on  any  device.     #personalizeEDU  
  7. 7. 3 BIG CHALLENGES EDU WEB MARKETERS FACE TODAY.! #personalizeEDU  
  8. 8. 1. NOT GETTING THEIR AUDIENCE. Prospective students along with their parents have different interests, preferences, and needs #personalizeEDU  
  9. 9. 2. CLUTTER. With so much information, EDU web marketers are cluttering their homepages with too much information. #personalizeedu  
  10. 10. 3. COMPETITION. #personalizeEDU   Competition for online students is heating up.
  11. 11. SOLVE THEM ALL WITH REAL-TIME WEB PERSONALIZATION.! #personalizeEDU  
  12. 12. DEFINE YOUR PERSONAS.! #personalizeEDU  
  13. 13. Thinks About… Major/programs Location Campus life/activities Athletics THE PROSPECTIVE STUDENT.
  14. 14. PROGRAMS. How can we help you? Search
  15. 15. LOCATION. HI BOSTON RESIDENT! Come to our Open House this weekend! EVENT DETAILS
  16. 16. CAMPUS LIFE. WELCOME BACK! Last time you were looking at Housing. Are you ready to look at Dining or do you want to continue where you left off? Housing Dining
  17. 17. ATHLETICS. Name Email SUBMIT GET MORE INFORMATION
  18. 18. PARENTS CONCERNS DIFFER.! #personalizeEDU  
  19. 19. PROSPECTIVE COLLEGE STUDENTS & PARENTS HIERARCHY OF NEEDS.
  20. 20. Parents have some different concerns Cost/Financial Assistance Payment options Safety Location PARENTS THINK ABOUT…
  21. 21. Parents  have  some  different  concerns   Cost/Financial  Assistance   Payment  op;ons   Safety     Loca;on         HOW TO DETERMINE? JUST ASK! Are you a parent or a student? Student Parent
  22. 22. OTHER WAYS TO PERSONALIZE.! #personalizeEDU  
  23. 23. SEARCH.
  24. 24. SEARCH. Learn more about financial aid and lower cost programs. Download our Financial Aid Guide
  25. 25. EMAIL.
  26. 26. SOCIAL. Welcome  from  Facebook!    
  27. 27. BLOGS/CONTENT.
  28. 28. REAL-TIME PERSONALIZATION IN ACTION.! #personalizeEDU  
  29. 29. RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid   RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying   TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES.
  30. 30. CAPTURE BEHAVIOR (visually out of the site) UNDERSTAND PERSONA – INTENT RESPOND IN REAL-TIME §  Per-Visitor, User, Account Anonymous to Named §  Clickstream, Context, Tags Time on page and in category Progress in funnel §  Attributes, Transactions §  Form Fields, Surveys §  History from other systems §  Set up rules to segment §  Analyze differences amongst segments §  Visually browse site and target communications. §  Personalize site in <300ms #personalizeEDU  
  31. 31. RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much   2. RESPOND1.  UNDERSTAND PERSONA-INTENT 4 visits to Support BC Read How to Give Read Make a Gift. 10 minutes on page YOUR WEBSITE = YOUR ADMISSIONS OFFICER A  good  rule  of   thumb  is  to  start   with  1%  of  your   annual  income  
  32. 32. RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid 2. RESPOND1.  UNDERSTAND PERSONA-INTENT 2 visits to Financial Aid ½ way through filling out an application Third time back YOUR WEBSITE = BEST ADMISSIONS OFFICER Meet  Julie  in Denver  on  Ju to  talk  about Financial  Aid   Admissions  
  33. 33. In Conclusion! #personalizeEDU  
  34. 34. §  Define Your Personas §  Audit Content For Your Personas §  Personalization is a dialogue, not a monologue §  What are you waiting for? #personalizeEDU  
  35. 35. JOIN US FOR PART 2 ON THURSDAY, MAY 8! #personalizeEDU  
  36. 36. Q&A www.percussion.com Learn more about Percussion at www.percussion.com twitter.com/percussion linkedin.com/company/percussion-software facebook.com/percussionsoftware www.Evergage.com/Blog Free Real-Time Personalization Resources: www.evergage.com/resources See a Demo of Evergage www.Evergage.com/Request-a-demo twitter.com/evergage linkedin.com/company/evergage #personalizeEDU  
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