A deep dive into the use of marketing technology to help recruit students into online programs. We review the entire campaign process from pre-campaign market research and audience persona development through the development of marketing assets. We provide an in-depth look at the proper way to identify key performance metrics to optimize campaigns and generate results.

1. Innovative Education
DRIVING ENROLLMENT
THROUGH TECHNOLOGY & DATA
MARKETING AUTOMATION NEXT STEPS:
Chris Casale
Assistant Director of Marketing
Technology & Data
Stephanie Skupien
Assistant Director of Marketing
Production & Creative

2. Innovative Education
WHO ARE OUR ONLINE STUDENTS?
of online students live within 100
miles of the main campus or a
satellite campus or service center of
the institution they attend
say their biggest motivation to enroll
was to advance their current career
of online students
are female
of students enrolled in distance
learning courses are full-time
of online students
are 34 or younger
80%
46%
74%
54%
70%

3. Innovative Education
WHY DO THEY TAKE ONLINE COURSES?
Ability to take courses and
study anytime and anywhere
64% Flexibility
Courses delivered in 4-week, 6-week,
8-week and other alternative calendars
37% Accelerated
Less fees, lower overall costs
30% Cheaper
Ability to complete a program
quicker than traditional learning
18% Faster
68% Balance
Ability to balance life’s
responsibilities more easily

4. Innovative Education
INBOUND MARKETING
A FEW KEY FUNDAMENTALS OF

5. Innovative Education
WHAT IS MARKETING AUTOMATION?
A tool that allows organizations
to nurture prospective students
with highly personalized, relevant
content at the time they’re
interested to help convert them
into enrolled students.

6. Innovative Education
THE BUYER’S JOURNEY
I can get a promotion
at work but I need a
Master’s degree. Can I
do that around my
already busy schedule?
Awareness
Stage
Consideration
Stage
Decision
Stage
I would like to take
the next step in my
career. I don’t make
enough money and
I’m getting bored.
I’m going back to
school! Which online
Masters program is
convenient and
affordable?

7. Innovative Education
THE SALES FUNNEL
• A potential student lands on the website
• Completed form, becomes a lead
• MQL and SQL determined by interest level
• More interest becomes an opportunity
• Completed application, becomes a student

8. Innovative Education
THROUGHOUT THE PROCESS
USING TECHNOLOGY

9. Innovative Education

10. Innovative Education
TECHNOLOGY
• Production
• Automation
• Customer Relations
• Research & Analytics

11. Innovative Education
CAMPAIGN PROCESS
PRE-CAMPAIGN
• Proposal
Submitted
• Program Profile
• Market Analysis
• Financial Model
• MOU
Development
• Audience
Persona
POST-
CAMPAIGN
• Campaign Recap
Report
• Campaign End/
Pause Process
PRODUCTION
• Asset Checklist
• Campaign Plan
• Campaign
Budget
• Asset Creation
and Review
• Recruitment
Packet
• Campaign Proof
Packet
LIVE CAMPAIGN
• Recruitment
Efforts
• Campaign
Optimization
• Digital Ad
Optimization
• A/B Testing
• Campaign
Health Reports

12. Innovative Education
MARKET RESEARCH
• How do we stack
up against the
competition?
• Is there a market
for the program?

13. Innovative Education
AUDIENCE PERSONAS
Try to develop 3-5
personas per
program that cover
the biggest
audience segments

14. Innovative Education
FINANCIAL MODEL
• What’s the payoff?
• How long before
the program is
profitable?
• Number of
students needed
for enrollment?

15. Innovative Education
PRODUCTION
CAMPAIGN PROCESS

16. Innovative Education
BUILDING THE CAMPAIGN
The production
manager uses the pre-
campaign documents
to build out the
campaign production
schedule in Asana.

17. Innovative Education
CUSTOMER WORKFLOW
Google Adwords
@
LN Email 1
Program Overview
Landing Page Conf Page & Email
Leads are assisted by our
recruitment team
throughout the process
@
LN Email 4
How to Apply
@
LN Email 3
Accreditation
@
LN Email 2
Online vs. Trad.

18. Innovative Education
DIGITAL ADVERTISEMENTS
LinkedIn
Facebook Ad
Student/Staff Portal
On-Campus LCD Screen
Google Adwords

19. Innovative Education
LANDING PAGE

20. Innovative Education
CONFIRMATION PAGE AND E-MAIL

21. Innovative Education
DOWNLOADABLE BROCHURE

22. Innovative Education
ADDITIONAL ASSETS

23. Innovative Education
LEAD NURTURING EMAILS
Accreditation How to ApplyOnline Vs. Trad.Overview

24. Innovative Education
LIVE CAMPAIGN
CAMPAIGN PROCESS

25. Innovative Education
MONITORING PERFORMANCE
We review the performance of the
campaigns using Google Analytics
Wordstream is used to review ad
platform and keyword performance

26. Innovative Education
LANDING PAGE OPTIMIZATION

27. Innovative Education
LEAD NURTURING OPTIMIZATION

28. Innovative Education
LEAD NURTURING OPTIMIZATION
• Are emails reaching
our prospects?
• Are prospects
engaging with our
emails?
• Are we getting the
results we expect?

29. Innovative Education
RECRUITMENT

30. Innovative Education
RECRUITMENT
Personalized emails
from recruiters are
used to contact
potential students

31. Innovative Education
HEALTH REPORTS

32. Innovative Education
POST CAMPAIGN
CAMPAIGN PROCESS

33. Innovative Education
CAMPAIGN RECAP

34. Innovative Education
THANK YOU
DRIVING ENROLLMENT THROUGH TECHNOLOGY & DATA
MARKETING AUTOMATION NEXT STEPS:
CHRISTOPHER CASALE
ccasale1@usf.edu
STEPHANIE SKUPIEN
stephanie53@usf.edu