emflConf 2016 - Grantham University
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The document discusses Grantham University's lead nurturing and re-engagement strategy. It describes Grantham's history and values. It then outlines the challenges in higher education and Grantham's competitive landscape. The bulk of the document describes Grantham's enrollment journey, campaign setup to match messages to prospects' stages, and goals to optimize marketing from initial interest to enrollment. It also notes segmentation of civilian and military prospects and next steps to improve targeting and personalization.
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emflConf 2016 - Grantham University
- 1. #emflConf2016@emfluence Brad Gibbs, Chief Development Officer, Grantham University bgibbs2@grantham.edu Grantham University Leads Nurture and Re-engagement Strategy @bradgibbs93
- 2. #emflConf2016@emfluence About Grantham University With 2016 marking the University’s 65th birthday, Grantham University was established in 1951 and today offers 50, 100% online undergraduate and graduate degree programs and certificates. Continuously accredited since 1961 by the Distance Education Accrediting Commission (DEAC), Grantham University has earned a distinguished record as a respected and accredited distance learning university spanning more than six decades of service. Core Values: • Accessibility and Affordability • Diversity • Education and Service to Those Who Serve @bradgibbs93 • Excellence and Innovation • Student-Centric Success • Institutional Integrity
- 3. #emflConf2016@emfluence Industry Challenges @bradgibbs93 1) Public, 2-year 2) Public, 4 year or above 3) Private not-for-profit, 2-year 4) Private not-for-profit 4-year 5) Private for-profit 2-year 6) Private for-profit, 4-year or above 26% growth
- 5. #emflConf2016@emfluence Enrollment Journey @bradgibbs93 Uncontacted Contacted Interview Completed Application Completed Enrolled
- 6. #emflConf2016@emfluence Campaign Setup Reach the right people with the right message at the right time in the enrollment journey • Over 70 different statuses • Narrowed down to about 30 statuses • Messaging to match current phase • Primary Goal for each Phase • Message Timing • Integration with Grantham’s CRM @bradgibbs93
- 7. #emflConf2016@emfluence Nurturing Leads to Enrolled @bradgibbs93 Uncontacted E1 E2 E3 5 day period Contacted E1 E2 E3 E4 E5 E6 17 day period Interview Completed E1 E2 E3 13 day period
- 8. #emflConf2016@emfluence Application Completed E1 E2 E3 21 day period Enrolled E1 Invalid Phone E1 E2 4 day period
- 11. #emflConf2016@emfluence Enhanced Campaign Goals @bradgibbs93 1. Identify opportunities to optimize marketing with prospective students from the initial point of interest to enrollment 2. Reach the right people with the right message at the right time in the enrollment cycle
- 12. #emflConf2016@emfluence Civilian vs. Military Segmentation @bradgibbs93
- 13. #emflConf2016@emfluence Enhanced Campaign Plan @bradgibbs93 114,371 inquiries from 2014 and 2015 were included in the remarketing effort: • 496 changed from “workable” to “enrolled” • This reflects an approximate assisted CPE of $282 • Since January 2016: • 161 of the 114,371 re-inquiried • 107 phone calls were made to Grantham
- 14. #emflConf2016@emfluence What’s Next Campaign Improvements • Better tie postal and email creative • Reduce amount of creative content • Include texting in the plan • Look at segmenting further: o Inquiries without contact o Contacts that have not applied o Apps who have not enrolled o Phase three will be by degree program requested @bradgibbs93
- 15. #emflConf2016@emfluence What’s Next @bradgibbs93 Nurturing Awareness – Using email to educate our differentiators Discover – Degree program information Educate – Student enrollment process Validate – That Grantham is the right university for them Enroll – Create the urgency and welcome them Satisfaction – Student Success Guides Retention – Keep them informed Advocacy – Asking for referrals, working with alumni, building brand ambassadors
Editor's Notes
- As we began looking at the best way to create an automated email campaign to nurture a new lead through the enrollment process, we broke out the process into phases to create the enrollment journey. The uncontacted phase equates to a new lead coming in through the website. The goal is to make contact to validate lead information. The contacted phase main goal is to get the student to complete an interview with the admissions rep. Once the interview is complete, then the next step is to have them complete their application for school. And finally to enroll in classes to complete their journey and become a Grantham University Student.
- We wanted to create a campaign that reached the right people with the right message at the right time in their enrollment journey As we began planning the campaign, we needed to understand how the admissions team was managing new leads and prospective students. We found that they were using over 70 different statuses to define where the prospects were in their enrollment journey. We had to work closely with the admissions team to understand each status and where it fit into the enrollment journey or if it even fit it. Then we determined that there were only 30 statuses that fit into our enrollment journey. Any students not matching those 30 statuses were not included in this campaign. Then we created right messaging for each phase and determined a primary goal for each phase to use as a primary call-to-action. Grantham was able to provide the amount of time that students spend in each phase. We used this to determine our frequency and timing for each email message. Lastly we had to set up an integration with the leads management system so that we would have the most up-to-date statuses before our email message went out.
- We set up each phase into its own email drip series. Each phase is assigned to a set of statuses. When the prospect comes in, their status triggers the appropriate email. When their status changes, then they are removed from the current phase and into a new phase. A student can only be in one drip series at one time. For example: Prospect is in Contacted Phase.
- The set up of this campaign required collaboration from many people. We worked with several people from marketing, admissions and IT to be able to set this up. This series is one tactic in Grantham’s overall strategy. 14% of leads become enrolled which is 5% higher than the industry average.