Case Study: Employing E-mail & Search Marketing atThe University of Alabama<br />Presented by<br />Adam Miller, Marketing ...
Introduction<br />Adam Miller, Marketing Manager<br />BA in Communication (UA)<br />MFA in Theatre Management/Arts Admin. ...
Introduction<br />UA College of Continuing Studies<br />Four Divisions<br />Academic Outreach (AO) – “For Credit”<br />Pro...
Introduction<br />Division of Academic Outreach (AO)<br />Program Management Model – Partnership<br />Nine College Partner...
Introduction<br />AO Divisional Structure<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – ...
Background<br />Historical Perspective<br />Traditional Methods Employed<br />Direct Mail<br />Radio<br />Print Ads – News...
Background<br />Historical Perspective<br />Electronic Marketing as of Fall 2006<br />Dynamic Cold Fusion Website<br />Col...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Background<br />Historical Perspective<br />Electronic Marketing as of Fall 2006<br />Not Measuring Website Traffic<br />N...
Background<br />Historical Perspective<br />Electronic Marketing as of Fall 2006<br />E-mail Marketing (Blasting)<br />Bla...
Missions<br />Do Something with Our Prospect Data<br />Track Effectiveness<br />Individual Marketing Channels<br />From Le...
Do Something with the Data<br />Replace Universal Auto-Responder<br />Developed New CMS Component<br />Partnered for Effec...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Do Something with the Data<br />Distribute Leads to Partner Faculty<br />Allow Direct Questions to Faculty<br />Developed ...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Stay Connected<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />E-news<...
Stay Connected<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Do Something with the Data<br />Produced Degree Fact Sheets/Brochures<br />Produced Divisional Brochure<br />Developed & L...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br /><ul><li>Initial Customized ...
Questions Answered (E-mail or Phone)</li></ul>Week 1<br />Ongoing Communication & Engagement<br /><ul><li>Mailed Materials...
14-Day Touchback E-mail Sent</li></ul>Week 2<br /><ul><li>Faculty Outreach
Quarterly E-newsletter
Online Information Session Invitation</li></ul>Week 3+<br />
Do Something with the Data<br />Making the Case for Change<br />Referenced Research (Eduventures)<br />Adult Student Decis...
Do Something with the Data<br />Making the Case for Change<br />CRM Comparison Study<br />Partnership with Student Service...
Mission 2: Track Effectiveness<br />Developed Inquiry Dashboard<br />Monthly<br />Shows Trend<br />Compares Month & Year<b...
Mission 2: Track Effectiveness<br />Installed Google Analytics<br />Uncovered Immense Potential<br />Established Base Conv...
Making Course Corrections<br />Search Engine Optimization (SEO)<br />Title Tags & Meta Tags<br />Dynamic Site Map<br />Res...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Search Traffic Growth<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />Conducted 2 Campaigns In-House<br />GoArmyEd<br />T...
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired AL.com to Expand Program Campaigns<br />Fixe...
Making Course Corrections<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<b...
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired Demand Engine<br />Overall AO Campaign – Mos...
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired Demand Engine<br />Set Geo Target OUTSIDE Tu...
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired Demand Engine<br />Developed E-mail Engageme...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired Demand Engine<br />Testing for Effectiveness...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired Demand Engine<br />Testing for Effectiveness...
Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />	Hired Demand Engine<br />Overall Results to Date<b...
Making Course Corrections<br />Developed New Deliverables for Offer Strategies<br />Top 10 Careers Brochure<br />FAQ Broch...
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
Results<br />18% Increase in DL Students (Spr 09-Spr 10)!<br />Creation of a Division Call Center<br />Upgrading to a More...
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Employing E-mail & Search Marketing at UA

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The Division of Academic Outreach in the University of Alabama College of Continuing Studies realized a 60% increase in website visits and an 80% increase in website inquiries in a one-year period through strategic implementation of online marketing techniques. With all this new interest being generated, UA sought to balance personal engagement with a high-volume of inquiries. The answer for UA: embracing interactive marketing. Through a combination of paid search, search engine optimization, e-mail communication, and CRM implementation, UA has been able to attract more qualified leads and engage them in a meaningful way in order to improve enrollment.

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Employing E-mail & Search Marketing at UA

  1. 1. Case Study: Employing E-mail & Search Marketing atThe University of Alabama<br />Presented by<br />Adam Miller, Marketing Manager<br />Academic Outreach<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment<br />Growth – Aslanian Group (Twitter #Aslanian)<br />
  2. 2. Introduction<br />Adam Miller, Marketing Manager<br />BA in Communication (UA)<br />MFA in Theatre Management/Arts Admin. (UA)<br />Master Certificate in Internet Marketing (USF)<br />10 Years Working in Higher Education<br />Married (13 Years), Two Children, Three Cats<br />Love Reading, Traveling, and Computers<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  3. 3. Introduction<br />UA College of Continuing Studies<br />Four Divisions<br />Academic Outreach (AO) – “For Credit”<br />Professional Development & Conference Services (PDCS) – “Non-Credit”<br />Division of Environmental & Industrial Programs (DEIP) – OSHA, Asbestos, Mold, Etc.<br />Bryant Conference Center (BCC)<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  4. 4. Introduction<br />Division of Academic Outreach (AO)<br />Program Management Model – Partnership<br />Nine College Partners<br />60 Degree Programs<br />40 Fully Online or Online/Blended<br />12 Undergrad<br />28 Grad<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  5. 5. Introduction<br />AO Divisional Structure<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  6. 6. Background<br />Historical Perspective<br />Traditional Methods Employed<br />Direct Mail<br />Radio<br />Print Ads – Newspaper, Magazines, Etc.<br />Website Banner Ads (Primarily AL.com)<br />Online Directory (Peterson’s Only)<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  7. 7. Background<br />Historical Perspective<br />Electronic Marketing as of Fall 2006<br />Dynamic Cold Fusion Website<br />Collecting Leads<br />21 Fields of Data<br />Satisfied with Volume (About 5,000 Annually)<br />Standard Auto-Responder<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  8. 8. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  9. 9. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  10. 10. Background<br />Historical Perspective<br />Electronic Marketing as of Fall 2006<br />Not Measuring Website Traffic<br />Not Practicing SEO<br />Not Doing Paid Search<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  11. 11. Background<br />Historical Perspective<br />Electronic Marketing as of Fall 2006<br />E-mail Marketing (Blasting)<br />Blasting Messages to Alumni & Previous Inquirers<br />No on-going engagement<br />No Communication Plan<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  12. 12. Missions<br />Do Something with Our Prospect Data<br />Track Effectiveness<br />Individual Marketing Channels<br />From Lead to Enrollment<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  13. 13. Do Something with the Data<br />Replace Universal Auto-Responder<br />Developed New CMS Component<br />Partnered for Effectiveness<br />AO Program Managers<br />College Partners<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  14. 14. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  15. 15. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  16. 16. Do Something with the Data<br />Distribute Leads to Partner Faculty<br />Allow Direct Questions to Faculty<br />Developed “Touchback” E-mail<br />Launched Quarterly E-Newsletter<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  17. 17. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  18. 18. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  19. 19. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  20. 20. Stay Connected<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />E-news<br />Sent<br />Out<br />
  21. 21. Stay Connected<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  22. 22. Do Something with the Data<br />Produced Degree Fact Sheets/Brochures<br />Produced Divisional Brochure<br />Developed & Launched Online Info Sessions<br />What did we create?<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  23. 23. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  24. 24. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br /><ul><li>Initial Customized Auto-Responder
  25. 25. Questions Answered (E-mail or Phone)</li></ul>Week 1<br />Ongoing Communication & Engagement<br /><ul><li>Mailed Materials Arrive
  26. 26. 14-Day Touchback E-mail Sent</li></ul>Week 2<br /><ul><li>Faculty Outreach
  27. 27. Quarterly E-newsletter
  28. 28. Online Information Session Invitation</li></ul>Week 3+<br />
  29. 29. Do Something with the Data<br />Making the Case for Change<br />Referenced Research (Eduventures)<br />Adult Student Decision-Making Cycle<br />Use of CRM at Other Institutions<br />Analysis of Conversion Rate<br />Lead to Applicant Study<br />Low - <5% (Want 10% or Better)<br />Jim Fong Secret Shopping<br />Inquiry Satisfaction Survey<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  30. 30. Do Something with the Data<br />Making the Case for Change<br />CRM Comparison Study<br />Partnership with Student Services<br />Tracked Conversations / Notes<br />Communication Templates<br />Presenting Hard Data = Leadership Buy-In<br />CRM Green Light: Intelliworks<br />Call Center Green Light: 2 New Staff Positions<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  31. 31. Mission 2: Track Effectiveness<br />Developed Inquiry Dashboard<br />Monthly<br />Shows Trend<br />Compares Month & Year<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  32. 32. Mission 2: Track Effectiveness<br />Installed Google Analytics<br />Uncovered Immense Potential<br />Established Base Conversion Rate<br /><5%<br />Examined Traffic Source Balance<br />AHA! Moment – Only 12% from Search<br />Why? SEO Problems, High Referrals<br />Conducted Eduventures Website Audit<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  33. 33. Making Course Corrections<br />Search Engine Optimization (SEO)<br />Title Tags & Meta Tags<br />Dynamic Site Map<br />Results…<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  34. 34. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  35. 35. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  36. 36. Search Traffic Growth<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  37. 37. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br />Conducted 2 Campaigns In-House<br />GoArmyEd<br />Tax LLM<br />Time Consuming & Labor-Intensive<br />Landing Page Construction<br />Keyword Selection<br />Ad Text Writing<br />Decided to Hire Consultants<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  38. 38. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired AL.com to Expand Program Campaigns<br />Fixed CPC of $2.50<br />Multiple Search Engines<br />Google, MSN/Bing, Yahoo, Ask<br />Helped Create Landing Pages<br />“Managed” Campaigns<br />Mixed Results<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  39. 39. Making Course Corrections<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  40. 40. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired Demand Engine<br />Overall AO Campaign – Most General<br />Developed Personas<br />Degree Completers<br />Career Changers<br />Career Advancers<br />Military Learners<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  41. 41. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired Demand Engine<br />Set Geo Target OUTSIDE Tuscaloosa<br />Created an Offer: Instant Brochure Download<br />Developed E-mail Engagement Strategy<br />Auto-Responder Makes Follow-Up Offers<br />Join E-newsletter List<br />Request More Info<br />Request Contact from Admissions Counselor<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  42. 42. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired Demand Engine<br />Developed E-mail Engagement Strategy<br />Each Offer Collects More Data<br />Sent Current E-News to Subscribers Next Day<br />Leads Enter AO Communication Cycle<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  43. 43. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  44. 44. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired Demand Engine<br />Testing for Effectiveness<br />Best Practices vs. UA Experience<br />Data Requested vs. Offer Strategy<br />New Landing Pages<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  45. 45. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  46. 46. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired Demand Engine<br />Testing for Effectiveness<br />Regional vs National Geo-Targeting<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  47. 47. Making Course Corrections<br />Paid Search or Pay-Per-Click (PPC)<br /> Hired Demand Engine<br />Overall Results to Date<br />CPC = $1.05<br />Leads Generated = 3,457<br />CPL = $7.82<br />Conversion Rate (Click to Lead) = 13.46%<br />Expanded Online Directory Listings<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  48. 48. Making Course Corrections<br />Developed New Deliverables for Offer Strategies<br />Top 10 Careers Brochure<br />FAQ Brochure<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  49. 49. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  50. 50. June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  51. 51. Results<br />18% Increase in DL Students (Spr 09-Spr 10)!<br />Creation of a Division Call Center<br />Upgrading to a More Powerful CRM (Talisma)<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  52. 52. Results<br />New Position: Internet Communications Specialist<br />Moving PPC Campaigns In-House<br />Optimizing Landing Pages for Quality Score<br />Expanding to Facebook, Other Social Networking<br />Providing Detailed, Ongoing Reporting<br />Expanding E-mail Communication Cycle<br />Expanding into E-mail Prospecting<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  53. 53. Results<br />Budgeting Shift<br />Greater Investment in Online Marketing<br />Continued Traditional Marketing<br />Aha! Moments & Key Take Aways…<br />SEO + PPC + Radio = Amazing Conv. Rates<br />If you can’t hire in, hire out<br />Tracking & Measurement = Management Buy-In<br />Don’t Blast Your Prospects – Engage Them!<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  54. 54. Questions<br />June 3, 2010<br />Adult Students, Your Best Option for Enrollment Growth – Aslanian Group<br />
  55. 55. Thank You!<br />Adam Miller<br />amiller@ccs.ua.edu<br />www.BamaByDistance.ua.edu<br />Twitter: @admmlr<br />(205) 348-7587<br />

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