Personalization and engagement marketing are no longer nice-to-haves, but rather a necessity. With today's competitive environment, higher education institutions are constantly under pressure to keep abreast of student needs in order to stay relevant.
Join us in this special webinar featuring George Washington University to learn how you can use Engagement Marketing in higher education toattract, progress, and retain the ideal students while gaining significant competitive advantage.
Enroll and Advance Students with Engagement Marketing
1. Enroll & Advance Students with
Engagement Marketing
Vidya Chadaga
Director, Product Marketing
Marketo
Patsy Torres
Senior Associate Director,
Digital Marketing & Communications
George Washington University
5. Dwindling Retention
1/3rd of all students change institutions at least once during the course of earning their degrees
6. High Time to Degree Completion
Only 59% of first-time full-time students entering America's colleges
and universities graduate within 6 years
7. Increased Competition & Tight Budgets
“The majority of four-year
private institutions said their
2013–2014 recruiting/admissions
budgets were either declining or
staying the same.”
8. Changing Student Behavior
80%
of a student’s journey
today is self directed2
2900
marketing messages per
day vying for your
student’s attention1
87%
of students demand
a meaningful
experience with a
brand/school3
1. SuperProfile 2. Forrester 3. Edelman Research
9. In this new digital era,
we need to deeply engage
all students and alumni
10. Page 10
Enrollment
Progress
Advancement
Student Engagement Lifecycle
- Class Selection
- Register for extra-curricular
-Internship /apprenticeship
application
- Event Participation
- Graduation
- New courses
- Career Selection
- Donor activities
- Alumni activities- Interest & candidacy
- Enquiry, info request
- Application
- Registration
- Acceptance
11. Page 11
ENGAGEMENT MARKETING
Build personalized and lifelong relationships
Engage students and alumni -
#1 – As Individuals
#2 – Based On What They Do
#3 – Continuously Over Time
#4 – Directed Towards An Outcome
#5 – Everywhere They Are
17. Page 17
“Marketo has really changed my job
completely, and has really changed
my team and how we work. We're
able to mobilize a lot faster and have
that flexibility”
““Marketo was just so user
friendly for us. And we've
been able to do in the system
within the past year, I never
would have imagined”
“”Marketo enables use to easily
build smart programs that
engage with students based on
their behavior, ensuring each
student is getting the most
relevant information”
“Life before Marketo was like
being in the dark ages. Marketo
has put us into the modern era
of marketing”
“In Marketo, you can do
anything you can possibly think
of”
“Marketo gives us what we
need to keep students engaged
and move them through the
funnel to conversion, just one
Marketo campaign contributes
to $30MM”
Thriving on Engagement Marketing
18. Identify which campaigns
generate most applications
Significant efficiency gains
for the admissions team
Lead scoring to
identify qualified
prospective students
GWU School of Business Leverages Marketo
for Insight into Full Student Lifecycle
“Marketo offers the tools we need to create a seamless, engaging
and interactive experience for potential students. With a single
view of all of our activities, we can now identify which campaigns
and channels generate the most applications and enrollments.”
– Patsy Torres, Senior Assistant Director, Graduate Admission
34. Scaling @gwbusiness
• Master of Accountancy
• Master of Science in Business Analytics
• Master of Science in Finance
• Master of Science in Project Management
• Master of Science in Information Systems Technology
• Master of Tourism Administration
• Master of Science in Government Contracts
35. Can you describe some
key success metrics
since implementing marketing
automation?
46. Marketo Company Overview
#1 independent marketing platform:
• Innovative digital marketing platform
• Fastest growing marketing technology company
• Customer system of record, 1B leads, 220B+
activities
Top rated by Analysts including Gartner,
SiriusDecisions and Forrester
Marketing First
• Helping marketers master the art and
science of digital marketing
• Unparalleled expertise
4300+ customers across
20+ industries in 41 countries
47. Engagement Marketing Platform
Integrations
CRM
HigherEd CRM
ERP OfflineMobile Email SocialWeb
Marketing
Ecosystem
(400+ Partners)
Paid
Customer System of Record
Planning & Management
Actionable Insights
Marketo Connections
Engagement Marketing
48. The Most Complete Ecosystem of Marketing Solutions
400+ Partners across
20 categories
Engagement
Marketing
Platform
49. Build durable relationships that
drive long-term retention, loyalty,
and advocacy
Lifelong
relationships
Personalized
conversations
across channelsContinuous
campaigns
StrategicValue
Engagement Marketing Maturity
A Partner Through the Complete Journey
Point in time
single channel
campaigns
Scale marketing efforts
through automation
Quickly execute targeted
campaigns
Communicate with students
as individuals wherever they
are
Editor's Notes
In spring 2015, overall enrollments decreased 1.9 percent from the previous spring.
Stats:
Enrollments decreased among 4-year for-profit institutions by 4.9%
Enrollments decreased among 2-year public institutions by 3.9% -> Interesting as Community Colleges are really struggling after the economy came back, employment rates started to heal itself. Jobs are taking a priority over continuing school or going back to school.
A decrease in enrollment translates to a decrease in net tuition revenue and, for many institutions, results in an unexpected resource deficiency.
Many big brands have no issues recruiting, but Ability to attract ideal students (higher GPA, demographics)
"Transfer & Mobility: A National View of Pre-Degree Student Movement in Postsecondary Institutions, National Student Clearing House Research Center and Indiana University, February 2012.
http://www.studentclearinghouse.info/signature/2/NSC_Signature_Report_2.pdf
National Center for Educational Science
http://nces.ed.gov/programs/coe/indicator_cva.asp
With education budgets constantly on the chopping block, it’s no surprise that higher education institutions have been trying to find cost effective ways to better market themselves.
For example, producing and sending blanket mailers can be costly and schools can spend a lot of money pursuing this tactic and still fall short of enrolling the desired type of students. With so many student and alumni outreach avenues available, institutions can only do so much based on their budgets.
Unfortunately, in most cases, these outreach programs lack coordination, and there is little to no way of understanding the success or failure of such campaigns due to the many moving parts and the inability to funnel prospective students and information to admissions and academic counselors or to the alumni relations office.
But, today’s mobile, social, digital world has made this really hard to create this virtuous cycle of customer success.
First of all, your buyers are more empowered than ever before. They have 2900 messages per day that are vying for their attention so there is are lots of places that they can get information. And armed with this info, they are forming opinions and drawing conclusions well before they choose to interact with your brand. In fact if you look at some data points, from folks like Forrester, they say that anywhere from 66-90% of a buyers journey is self-directed before they interact with you. When they are interacting with your brand, at every stage of interaction, 87% percent of them demand something that is a meaningful, contextual, relevant experience (based on a recent report from Edelman).
Given that there is lots of noise, the customer is self-directing their journey and the customer wants a personal interaction at every point of their journey, it’s now up to marketing, more than any other business function, to become the steward of the customer journey. In the past, sales was empowered and customer service interacted with the customers a lot, but given these trends, marketing is taking the lead, building a bond with customers and becoming the steward of the customer journey.
New rules of engagement throughout the Student Lifecycle and all their various use cases in each stage of the lifecycle
Now let’s dive into how each principle applies to HigherEd.
Engagement Marketing in HE
Engage potential and existing students and alumni across digital marketing channels
Automate marketing so that you can engage more people without additional resources
Operate at the ‘speed of the Internet’. Track individual user behaviors across channels (e.g. web page visits, social shares, email opens, etc.) and use that to automate out-bound marketing based on user behaviors
Provide institutional value. Nurture life-long relationships over time with personalized cross-channel communications
Universities need to engage with prospects/leads, new and existing students and alums as individuals, in an 1:1 way.
Each student is different, with different levels of readiness for college level classes, different interests in terms of their area of studies, different financial needs, different parential preferences. So engaging them as individuals will dramatically improve their experience with your university/college.
#2 – Based On What They Do
Today’s students are from Generation Z, they live a digital world, and they do their shopping online whether it’s for their music, or their education.
You can gain tremendous insight into who a particular student is, and what their interests are, based on their online behaviors.
These behaviors can then be used to engage these prospective students much more effectively than by using traditional demographic criteria.
#3 – Continuously Over Time
Higher education institutions need to nurture prospective students and start building relationships with them at least two years prior to them making decisions about which schools to attend. This nurturing and continuous relationship building needs to continue, not only while the students are going through the academic program, but should also stretch beyond graduation as doing so greatly increases the probability of reduced drop-outs and higher satisfaction through the academic program and beyond.
#4 - Directed towards an outcome.
As a marketer, your goals are clear. Bring in the right students, make sure they are prepared and setup for success so that you retain them, and then build advocacy and raise funds by giving alumni the opportunity to give back. At each stage, your efforts are directed toward a clear goal that can be measured, so you understand exactly how your marketing activities are performing.
Recruiting new students and getting them in the door is just the beginning of the relationship you have with your students. From the time they walk through the door to the time they graduate there are so many reasons to keep them engaged…from helping them survive their first few weeks, to offering them help when their grades suggest they need it, to congratulating them when they successfully graduate. And after they graduate, there are many reasons to keep them engaged in order to build a strong alumni network.
#5 – Everywhere They Are
Today’s students have access to more information, more easily, than any other generation. They move seamlessly across devices and sites at a frantic pace, accessing the LMS from their laptop on the quad one minute, and posting a tweet from their iPhone in class the next - well, hopefully not while the professor is speaking. As a marketer, if you’re relying on traditional advertising, or trying to engage these students on your terms, they’re probably not hearing you very often.
Business School
International leader in education and research
Prime location in DC attracts scholars and business leaders to work, teach and engage with students on campus
Situation
Business school environment extremely competitive for attracting best students
Multiple systems meant no way to track entire student lifecycle from first touch point
Couldn’t create a 360 degree view of the student to engage them as individuals
Pressure from dean to drive enrollment
Solution
Marketo was the only one who could do everything
Now can access all marketing activities in single solution
With MA (Marketo), View of entire student lifecycle from first touch to application and enrollment
Ability to automate standard communications
Lead scoring to identify qualified prospective students and route for contact by school representative
Identify which campaigns generate most applications
Significant gains in efficiency for the entire admissions team
What was the motivation behind marketing automation/selecting Marketo at GWSB?
Increasing Efficiencies
8 Disparate systems that did not communicate with one another
Created significant inefficiencies across team
Events
Invites, 2nd Invite, Event Reminders, Landing Pages for targeted marketing, Thank-you for attending, No-shows, Next Steps, etc.
Data
Lists coming from countless different stakeholders
Clean-up
Integrity
Engagement Marketing
Nurture campaigns
Engage with students raising their hand/identifying interested in program
Targeting communication
Knowing our student – Big differentiator in MBA Admissions is talking to students and leveraging the data you have
Know student is interested in Finance and not marketing
Lead scores
Behavior: How are students interacting with us?
Demographic: Who is interacting with us?
MBA student lifecycle is generally 18-22 months
Lead score will coincide with where student is in the pipeline – enable us to target our communication based on where student is in their lead lifecycle
As the lead score increases, we can better target email communication (Example: App Fee Waiver)
Understand and tracking entire student lead lifecycle
Track all email communication and prospective activities (In-market events, online information sessions, open houses, interaction with Admissions Representatives, etc.)
What was the motivation behind marketing automation/selecting Marketo at GWSB?
Increasing Efficiencies
8 Disparate systems that did not communicate with one another
Created significant inefficiencies across team
Events
Invites, 2nd Invite, Event Reminders, Landing Pages for targeted marketing, Thank-you for attending, No-shows, Next Steps, etc.
Data
Lists coming from countless different stakeholders
Clean-up
Integrity
Engagement Marketing
Nurture campaigns
Engage with students raising their hand/identifying interested in program
Targeting communication
Knowing our student – Big differentiator in MBA Admissions is talking to students and leveraging the data you have
Know student is interested in Finance and not marketing
Lead scores
Behavior: How are students interacting with us?
Demographic: Who is interacting with us?
MBA student lifecycle is generally 18-22 months
Lead score will coincide with where student is in the pipeline – enable us to target our communication based on where student is in their lead lifecycle
As the lead score increases, we can better target email communication (Example: App Fee Waiver)
Understand and tracking entire student lead lifecycle
Track all email communication and prospective activities (In-market events, online information sessions, open houses, interaction with Admissions Representatives, etc.)
Goals when searching for a Marketing Automation Company
Identify effective marketing investments
Track student lifecycles
Increase efficiencies
Lead scoring
Lead nurturing
GEORGE WASHINGTON
http://www.marketo.com/customers/george-washington-university/
https://www.youtube.com/watch?v=-I2TxM93KmQ&feature=youtu.be&list=PL2EECB4FEE55298A2
Update with new cover from visual brand deck.
Our core brand promise is “Marketing First”- we focus everything we do, all of our resources and all of our energy on innovating for marketers and providing expertise to help them succeed. We wake up every morning with a primary goal of helping marketers master the art and science of digital marketing. This focus has given us the ability to create the most innovative digital marketing platform. The platform provides all the capabilities that marketers need to build personalized and long-term relationships with their consumers.
We are the fastest growing publically traded marketing company with 4300 + customers, across 20 + industries in over 41 countries, across both B2C and B2B
Over the last 8 years we’ve processed more than 220 billion activities for these customers
This is a more detailed marchitecture view of the capabilities of the CEMP described on the previous slide.
The CEMP has two main layers: A core Platform layer and an Application Player.
The Platform Layer is made up of the following components:
A Customer System of Record: A single source of truth to understand and track customer behavior, affinity and context across all channels.
Engines: Events engine, Orchestration engine, Analytics engine and integration engine
The Application Layer is made up of the following components:
Marketing Automation: Enterprise-level power and flexibility that empowers marketers to quickly launch targeted campaigns with consumer-scoring, customer-nurturing and advanced workflow automation.
Social Marketing: Truly integrated social marketing capabilities, including sweepstakes and referral campaigns, social polls, social media publishing, intelligent social sharing, analytics, and more.
Personalization Powerful features to drive real-time interactions with targeted individuals through dynamically generated, personalized communications across email, web, ads and mobile channels.
Revenue Analytics: Advanced analytics to help companies measure and maximize the ROI of programs across channels, and amplify the impact of marketing in revenue generation.
Marketing Calendar: Unified marketing calendar that fuses campaign planning and execution in one place, helping marketing teams coordinate better, move faster, and get better results than ever before.
The CEMP is an open platform that seamlessly connects with hundreds of our LaunchPoint partners providing you the most complete ecosystem of marketing solutions.
The CEMP also provides robust integrations with the industry’s leading data sources including CRM, ERP, E-commerce and other key data sources that provide actionable insight to your marketing teams.
The CEMP is augmented by the the most complete ecosystem of marketing partners called LaunchPoint. No one solution can meet every marketer’s needs, we have a comprehensive ecosystem of 400+ Launchpoint solutions across 20 different marketing categories that augment the Mareto CEMP to provide marketers with the complete solution for all their needs.
Examples of popular categories that augment the CEMP include Content Marketing (Kapost, Uberflip), Social Media (Hootsuite, Sprinklr), Mobile Marketing (Twillio, StrikeIron), Predictive Scoring and Analytics (Lattice Engine, Mintigo, Fliptop) and many more.
Engagement marketing is a journey and our customers (as well as us) have been at for years. Marketo has the unique mix of sophistication, best practices, services to take you on this complete journey – whether you are focused on driving point in time single channel campaigns or building lifelong, durable, relationships.
Email Service Providers (ESPs) can help you quickly execute targeted email campaigns. Point marketing solutions bring some basic functionality around scoring, nurturing and segmentation to help you drive continuous campaigns.
Complex Marketing Clouds and suites are complex and they could only help you in the advanced stages of your journey and require a lot of manpower and cost to do so. Marketo is the ONLY solution that can take you on this entire engagement marketing journey – at every stage of the journey, wherever you are today, - to make you successful both in the short-term as well as the long-term. Simply put, thousands of our customers tell us that this ability to help them “start small and then go