Jody Hart, Director of Marketing and Digital, Tafe Queensland Kathryn How, Audience and Content Manager, Tafe Queensland Luke Bailey, Marketing Automation Lead

1. 1 | TAFE Queensland
DIGITAL
TRANSFORMATION
TAFE QUEENSLAND

2. 2 | TAFE Queensland
THREE ELEMENTS
Articulating a strategy that had
organisational support and
defined the markets we would
play in
Building a content approach to
support that strategy
Implement the right
Technology stack for
TAFE Queensland
Strategy
Content
= successful
implementation
Technology

3. 3 | TAFE Queensland
WHO ARE WE
TAFE QUEENSLAND

4. 4 | TAFE Queensland

5. 5 | TAFE Queensland

6. 6 | TAFE Queensland
WHAT WE DO

7. 7 | TAFE Queensland
DIGITAL STRATEGY VISION
DELIVER EXCEPTIONAL EXPERIENCES TO
OUR TARGET AUDIENCES BY PROVIDING THE
RIGHT CONTENT TO THE RIGHT PEOPLE AT
THE RIGHT TIME VIA THE RIGHT CHANNELS

8. 8 | TAFE Queensland
ROADMAP
Customer Experience
- Deliver high level of customer service to prospective and existing students, graduates, employers and decision influencers
- Develop consistent customer service and support process across TAFE Queensland
Marketing
- Attract, engage, nurture and re-enrol students via digital channels
Content
- Create content that meets the needs of different buyer personas through the customer journey
- Deliver content across all devices/platforms
Measurement and reporting
- Track, measure and continuously improve digital marketing, customer support, products, systems and processes
Systems and process
- Deliver a seamless experience via harmonisation and integration of core systems
PLAN CONSOLIDATE ENHANCE INNOVATE

9. 9 | TAFE Queensland
CUSTOMERS AND MARKETS

10. 10 | TAFE Queensland

11. 11 | TAFE Queensland
REPORT CARD
FROM TO NEXT
ADOPTION ROLL OUT
1 user
ENQUIRY MANAGEMENT
36 forms, 647 published emails, 6 call
centres
NURTURE
1 General stream
ATTRIBUTION
No Attribution
INTERGRATIONS
Silo

12. 12 | TAFE Queensland
AUDIENCES
WITH CONTENT
CONNECTING

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IDENTIFY MARKET SEGMENTS

14. 14 | TAFE Queensland
PERSONAS

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CONTENT REQUIREMENTS

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THE FULL PICTURE

17. 17 | TAFE Queensland
CONTENT GUIDING
PRINCIPLE
Speak to our customers with
one voice that inspires,
informs, and activates
our brand.

18. 18 | TAFE Queensland
NURTURE PLANNING
1. Identify the persona and what we already
know about the target group based on how
they entered our funnel
2. We cross reference their content needs in
the customer journey map
3. We plan a series of key messages and
conversion triggers, and arrange them
from most compelling to least compelling
4. We don’t write anything that doesn’t have
an action attached to it

19. 19 | TAFE Queensland
WHERE WE STARTED
• We built three Marketo streams that started
out with general nurture content, with triggers
that moved customers into persona-specific
streams.

20. 20 | TAFE Queensland
GENERAL NURTURE
Move to
career
enhancer
stream
Move to
career
starter
stream
Move to
career
changer
stream
Blog or no
action –
stay in
general

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GENERAL NURTURE
Move to
career
enhancer
stream
Move to
career
starter
stream
Move to
career
changer
stream

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GENERAL NURTURE
25% of
customers who
opened this
email self
segmented

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CAREER STARTER STREAM
Opened
+ 7 days
Not
opened
+ 7 days
Opened
+ 7 days
Not
opened
+ 7 days
Not
opened
+ 7 days
Opened
+ 7 days
• Enrolled students moved
out of nurture
• Unconverted leads at the
end of the stream added
to a new re-engagement
stream to be targeted at
next intake

24. 24 | TAFE Queensland
NURTURE GROWTH
• Over the past 12 months we have developed:
63STUDYAREA
SEGMENTS
19STANDALONE
STREAMS
47SEPARATE
EMAILS
INCLUDING
12DIFFERENT
PERSONAS
TARGETING
14PRODUCT
SEGMENTS
50QUEENSLAND
LOCATIONS
ACROSS
4STUDY
MODES
PREFERRED
+EVENTPROGRAMS
&LANDINGPAGES
DOZENS
OFADHOC
E-BLASTS

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PERSONALISATION
EXAMPLE
210
Variations

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THE RESULTS
Average nurture open rate | 51.1%
Highest nurture open rate | 82.7%
• Career starter EDM 2 - A stream
Lowest nurture open rate | 13.9%
• Career changer EDM 3 - C stream
Average CTOR | 21.6%
Highest CTOR | 42.9%
• Career changer EDM 3 - C stream
Industry
average
open rate
21.5%*
Industry
average
CTOR
8.12%*
*knowledgebase.constantcontact.com - Education – Higher
Education (e.g., colleges, universities, trade schools)

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WHAT WE’VE LEARNED
• It’s more efficient to build content segments
than it is to split streams
• People will continue to consume if you
continue to deliver
• Don’t be afraid to ask customers what they
want
• There are always opportunities to take it to
the next level

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IMPLEMENTATION
ADOPTION
ENQUIRY MANAGEMENT
NURTURE MARKETING
REPORTING & ANALYTICS
INTEGRATIONS
MARKETING AUTOMATION

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ADOPTION
• How do we incorporate
Marketo into the
business?

30. 30 | TAFE Queensland
ADOPTION
• Get buy-in from
stakeholders
• Best practice in Marketo
instance with
documentation
• Mixed on location and
virtual training
✓ 44 trained users in 6
regional marketing teams

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ENQUIRY
MANAGEMENT
• How do we use the
website enquiry form
to best capture and
direct leads?

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ENQUIRY
MANAGEMENT
• Multipurpose form
to capture, request
consent and
segment leads
✓ 10,000 enquires
handled per
month
✓ 50% marketing
opt-in

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MULTIPURPOSE
ENQUIRY FORM
✓ Replaces 300 displayed
emails
✓ Up to 500 enquiries a day
✓ Greater marketing control

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NURTURE
MARKETING
• How do we
implement our
nurture strategy and
handle the B2C lead
volume?

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NURTURE
MARKETING
• Outcome focused,
segmented, nurture
streams.
✓ 19 streams
✓ 30,000+ engaged leads
nurtured at any moment
✓ 10-30% nurture
conversion (depending
on stream)

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ATTRIBUTION
& REPORTING
• How do we improve our
lead reporting and
attribution?
✓ Lead scoring
✓ Lead activity tracking
✓ All funnel stages tracked
✓ With automated reporting
to managers

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INTEGRATIONS
• Website
• Data Warehouse
• Video view tracking
• SMS marketing
• Audience Lists
• Secure Document
Upload

38. 38 | TAFE Queensland
INTEGRATIONS
• Website
• Data Warehouse
• Video view tracking
• SMS marketing
• Audience Lists
• Secure Document
Upload

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IMPLEMENTATION
MARKETING AUTOMATION

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REPORT CARD
FROM TO NEXT
ADOPTION ROLL OUT
1 user 40 + users Grow our super users
ENQUIRY MANAGEMENT
36 forms, 647 published emails, 6 call
centres
100% of online leads tracked and
nurtured by smart forms
Automation of lead transfer
NURTURE
1 General stream 19 streams Infinite possibilities but B2B focus
ATTRIBUTION
No Attribution Full Pipeline visibility Aligning to finance
INTERGRATIONS
Silo 7 Single line of sight

41. 41 | TAFE Queensland
ADVICE
1. DON’T LET PERFECT GET IN THE WAY
OF BETTER
2. START GENERAL AND BUILD OUT THE
UNIVERSE
3. FAIL SMALL, LEARN FAST

42. 42 | TAFE Queensland
THANK YOU
MARKETING AUTOMATION