Lead Nurturing and Social Media A Capabilities Presentation

Online Difference Conversions Commerce Conversation

Conversions

Commerce

Conversation

Online Conversions

Online Commerce

Online Conversation

Proven Capabilities

Proven Process

Proven Team Jim Cudney Randy Lawrence David Kriegshauser Jack Clark Paul Keiser Leah Jones

Jim Cudney

Randy Lawrence

David Kriegshauser

Jack Clark

Paul Keiser

Leah Jones

Proven Solutions

National-Louis University Objective: Increase lead generation, improve usability Results: Web-based leads up 30% in first 6 months

DeVry University Objective: Support DEM sales process, align with new brand identity Results: Easy to use for new advisors, cost-effective to update

DeVry Student Finance Objective: Eliminate paper-based system, advisor accountability Results: Beginning 3rd Enrollment year of use across all locations

Pilcrow Literary Festival Objective: Document all aspects of the event Results: Photos, Tweets, blog posts and videos by over a dozen participants

Rebath Blog Monitoring Objective: Reputation management through monitoring Results: Blog has #2 search result, ReBath took 8 months to respond

Lead Nurturing & Prospect Contact Management

Lead Nurturing: The Opportunity Leverage Kendall Marketing Investments at the Top of the Funnel to Yield a Higher Return of New Students Most Inquirers Don’t Turn Into Buyers but Remember the Kendall Brand People Who Inquire but Don’t Buy Represent Your Strongest Long-term Prospect Pool Total Universe of Buyers Enrollment Team Focus

Leverage Kendall Marketing Investments at the Top of the Funnel to Yield a Higher Return of New Students

Most Inquirers Don’t Turn Into Buyers but Remember the Kendall Brand

People Who Inquire but Don’t Buy Represent Your Strongest Long-term Prospect Pool

Kendall Prospect Process Today

Kendall Process Tomorrow

Strategy & Program Design Guarantee Automated Follow-up Pre & Post Event

Guarantee Automated Follow-up Pre & Post Event

Automated Lead Nurture Top Three Reasons Relevant Communication Over Time Yields Higher Conversion Communication Can Begin Immediately and Persist Over Time Relevancy Based on Segmentation Area of Interest Life Stage Events If We Know These Things What Should We Say to Them? Improved Management of Dormant Leads Engage Them With Value Add; Not Head-banger Telemarketing Bring Nurture Process In-house for More Control

Top Three Reasons

Relevant Communication Over Time Yields Higher Conversion

Communication Can Begin Immediately and Persist Over Time

Relevancy Based on Segmentation

Area of Interest

Life Stage

Events

If We Know These Things What Should We Say to Them?

Improved Management of Dormant Leads

Engage Them With Value Add; Not Head-banger Telemarketing

Bring Nurture Process In-house for More Control

Nurture Programs & Conversion Source: JupiterResearch, “The ROI of E-mail Relevance These Results Are Produced by Increasing the Communication Relevancy to the Prospective Student Nurture Programs Focusing on Lifestage + Behavior Yield Highest Conversion Broadcast Lifestage Behavioral Primary targeting tactic Everyone gets the same message Timed to where prospective student is in the consideration lifecycle Uses behavioral information to inform what message will provoke the desired action Email: Avg. unique open rate 20% 26% 33% Email: Avg. click-through rate 9.5% 14% 14% Email: Avg. conversion rate 1.1% 2.8% 3.9%

Lead Nurture’s Powerful Revenue Impact

Next Steps: Discovery Assist Kendall Team in Answering Key Questions: What SF.Com Data to Use for Prospects? What Prospect Segmentation Analysis is Required? What Content/information Resources Are Available to Create Automated Nurture Programs? Integration Requirements for Integrating SF.Com and Email How Frequently Will SF.Com Be Updated? What Kinds of Reports Are Needed?

Assist Kendall Team in Answering Key Questions:

What SF.Com Data to Use for Prospects?

What Prospect Segmentation Analysis is Required?

What Content/information Resources Are Available to Create Automated Nurture Programs?

Integration Requirements for Integrating SF.Com and Email

How Frequently Will SF.Com Be Updated?

What Kinds of Reports Are Needed?

Social Media for Prospect Relationship Building & Image Management

Unlocking the Value of Social Media Viral is an Outcome, Not a Strategy Use the Technology - The Technology Doesn’t Use You Online Research RSS & Monitoring Blogs & Blogger Outreach Facebook Fan Pages Online Photos & Video

Viral is an Outcome, Not a Strategy

Use the Technology - The Technology Doesn’t Use You

Online Research

RSS & Monitoring

Blogs & Blogger Outreach

Facebook Fan Pages

Online Photos & Video

Online Research Discover what students, faculty and potential students are saying online Find the online communities where conversation is taking place Evaluate current messaging compared to perception online Build strategy based on research for online programs and outreach

Discover what students, faculty and potential students are saying online

Find the online communities where conversation is taking place

Evaluate current messaging compared to perception online

Build strategy based on research for online programs and outreach

RSS & Monitoring RSS brings information to the user automatically from blogs, news sites and persistent searches Using RSS for monitoring to keep up with day to day conversation Set alerts to be able to respond quickly online to questions from students Turn monitoring into a customer service channel

RSS brings information to the user automatically from blogs, news sites and persistent searches

Using RSS for monitoring to keep up with day to day conversation

Set alerts to be able to respond quickly online to questions from students

Turn monitoring into a customer service channel

Facebook Fan Pages Official Presence on Facebook Give Customers and Consumers a Place to Show They Like Your Company Plan Events and Share Information Metrics and Engagement Advertising

Official Presence on Facebook

Give Customers and Consumers a Place to Show They Like Your Company

Plan Events and Share Information

Metrics and Engagement Advertising

Online Photos & Video How Are People Telling Your Story Visually? Help Connect Customers to Each Other Through Sharing Photos Invite Users to Share Photos for Contests or Use on Web Sites Find Photographers to Invite to Events Do Behind the Scenes or Man on the Street Interviews Cost of Doing Each Is Dropping Dramatically

How Are People Telling Your Story Visually?

Help Connect Customers to Each Other Through Sharing Photos

Invite Users to Share Photos for Contests or Use on Web Sites

Find Photographers to Invite to Events

Do Behind the Scenes or Man on the Street Interviews

Cost of Doing Each Is Dropping Dramatically

Blogs & Blogger Outreach Build Relationships with Consumers Online Have Room to Tell the Whole Story Get Feedback from Customers and Address Customer Questions Give a Voice to People Inside and Outside of Company Walls Search Engine Optimization

Build Relationships with Consumers Online

Have Room to Tell the Whole Story

Get Feedback from Customers and Address Customer Questions

Give a Voice to People Inside and Outside of Company Walls

Search Engine Optimization

Discussion & Questions