A presentation I gave to Cengage Marketers explaining the role of the Higher Ed Faculty Community in driving adoptions and continued use of our online learning software.

1. FY 2020 Strategy
and Goals
Digital Faculty Community

2. 2
Inform | Inspire | Nurture
Goals
Build, nurture and advance authentic customer relationships all
along the Cengage Customer Experience Journey, ultimately increase
digital adoptions, usage and retention, and boost customer loyalty
and advance brand advocacy.

3. Community Strategy
Strategy
Statement
We will spur community growth by maximizing the impact and visibility of our
contributors and their activities.
Goal
Reengage and activate existing
Community members
Amplify Community activity, content
and influencers
Refine and amplify Community
footprint, purpose and story
Objective Achieve 20% increase in return visits and
created content
Drive 20,000 clicks of Community content
social media
Create a meaningful user experience and
between Community and Blog
Strategy
Create additional Community awareness
building touchpoints through email, social
our Partner Network, and author
Establish a shared editorial calendar and
throughout the year; conduct organic and
campaigns for top subject areas and
clusters
Formalize the processes and guidelines
Community and Blog(s); highlight top
contributors; support marketing campaigns
content and activities
Measures
Activity 20% more user-created content in blogs,
etc.
50% growth in social media referrals to
25% view growth in top content areas
25% increase in referrals from Community
Cengage sites
Members 20% more return visits from members
33% increase in member growth YOY
members)
25% increase in Eloqua/Magellan contacts
Community members

4. 4
Community Activity (as of April, 2019)
• 4,900+ members
• 130,000+ visits per year (~400,000 page views)
• Most Popular Areas:
• Join Faculty In Your Discipline (blog area): 105k visits
• Engage Your Students (teaching tips): 45k visits
• Ask a Faculty Partner: 42k
• Cengage Unlimited Portal: 32k
• ~102,000 unique visitors
• ~7,000 posts

5. COMMUNITY VISION

6. The Community drives higher activation rates
Overview: Analyze Community Members Digital Engagement & Revenue
What is the impact of Community members?
To what extent does the community drive incremental digital adoption & activations?
6
Hypothesis:
1. The community
drives higher digital
course usage
2. The community
drives higher
activation rates
2,377 Community Members
1,402 w Digital Courses
910 w Digital
Activations
Findings:
4.5 Courses per Digital
Community Members in LY
Average is 2.7
84% Activation Rate for
Community Members
Average is 75%

Impact
81K
Student
Actv.
• 1,592 (67%) attached to an opty in the past two
seasons (Fall 18 & Spring 18)
• Community members are attached to an
average of 10 won opties per season
• ~$44M in won revenue over the past two
seasons
*There does not appear to be a significant relationship between higher
community engagement & higher activation rates
AnalysisFunnel


7. 7
Short-Term
• Member re-engagement email/quarterly newsletter
• Direct social media sharing/promotion of content
• Create, host, and share more multimedia content by instructors
• Collaboration on planned Marketing campaigns & activities (e.g. strategic
content; Newsletter contributions)
Long-Term
• Coordination with Today’s Learner; cross-promotion and operating standards
• Purchase/activation and platform onboarding communications
• Engagement and content initiatives with third-party influencers/orgs
Opportunities

8. Community Users – Eloqua and Magellan
Community users –
o Around 3,195 community contacts are in Eloqua (~80%). 525 of them are not in Eloqua.
o Approx. 2,233 (59%) community users have a discipline mapped against them. 682 don’t
have primary discipline
o Around 1,488 community users are not in Magellan
Users with Magellan matches (Top Disciplines)

9. Opportunities
Short-Term
• Member re-engagement email/quarterly newsletter
• Direct social media sharing/promotion of content
• Create, host, and share more multimedia content by
instructors
• Collaboration on planned Marketing campaigns & activities
(e.g. strategic content; Newsletter contributions)
Long-Term
• Coordination with Today’s Learner; cross-promotion and
operating standards
• Purchase/activation and platform onboarding
communications
• Engagement and content initiatives with third-party
influencers/orgs

10. Community Newsletter

11. Newsletter Email - January
11

12. 12
Referrers, Jan 1 – June 2, 2019`

13. Meet with
Michael Britt
Ready to get started?