1.3 Hello from Your Admissions Counselor
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Megan Walsh from West Chester University presented on how they implemented personalized email campaigns using TargetX. They created an events calendar for admissions counselors to log their travel. This allowed them to pull data on upcoming events into email templates. The emails were automatically sent to prospects before and after counselor events. This led to improved engagement and response rates. While it took initial setup, the process is now easy to maintain. Megan encouraged others to utilize TargetX in a similar way to better personalize outreach to prospects.
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1.3 Hello from Your Admissions Counselor
- 1. #TargetXSummit Hello from Your Admissions Counselor Megan Walsh, MBA West Chester University
- 2. #TargetXSummit Megan Walsh, West Chester University Associate Director of Admissions • TargetX Lead for Undergraduate Admissions • Publications • Social Media • Recruiting • File Review • Anything else that comes up!
- 3. #TargetXSummit • Worked with TargetX since 2012
- 4. #TargetXSummit Agenda • The Idea • Events Calendar • Email Templates • Report • Campaigns • Challenges • Outcomes • Implementing at Your School • Looking Forward
- 5. The Idea
- 6. #TargetXSummit The Idea ● Who is West Chester University? ▪ Large public institution ▪ Small admissions staff ● Looking for a personal touch ● Director asked for it!
- 8. #TargetXSummit Events Calendar ● Leverage data from events calendar ● Counselors add their travel to TargetX events calendar
- 9. #TargetXSummit Events Calendar ● Add school affiliated with event
- 10. #TargetXSummit Events Calendar ● Next event information on School Detail • Create new field on School Detail: next event owner
- 11. How?
- 12. #TargetXSummit How? ● Help! ● TargetXer Nicole Shannon to the rescue!
- 13. Email Templates
- 14. #TargetXSummit Email Templates ● Blank template from Marketing Manager ● Two sets of templates ▪ College fairs and high school visits ● Use of merge fields ▪ Name ▪ Account (School) Name ▪ Next event Date and Time
- 16. Reporting
- 17. #TargetXSummit Report • More help from Nicole! • Report criteria ▪ Next Event Date Time ▪ Next Event Name: use of naming convention ▪ Next Event Owner ▪ Prospects and Applicants
- 19. Email Campaigns
- 20. #TargetXSummit Campaigns • Template • Report • To/from counselor • Deploys nightly throughout travel season • Two sets of campaigns per counselor
- 21. Challenges
- 22. #TargetXSummit Challenges • Cooperation from counselors ▪ Add travel to calendar (more than three days in advance!) ▪ Use naming convention ▪ Add school
- 23. Outcomes
- 24. #TargetXSummit Outcomes: Counselor Feedback A lot of transfer students for my events BOTH responded to the email and mentioned it in person. When I would see students at fairs, they would say that they liked getting the reminder that we were either visiting individually or that we would have a representative at the fair. Personally, I think it is a great tool when used appropriately. With high school visits, we mail a reminder poster which can easily get lost in a school counselors office (if even displayed at all). This is a more personal approach to capturing the interest of the student and letting them know we are available for them. I had quite a few students reply to the emails saying they would be at the fair or visit and a few students who used it to follow up on questions once they started the application process! The one [response] that stands out was from a student who missed the visit but wanted to let me know she was still interested in WCU, and to “see what she had missed” by not attending the session.
- 25. #TargetXSummit Outcomes: Open Rates Takeaways ● HSV campaigns had 10% higher open rate than CN ● Transfer campaigns had higher open rate ● Industry standard open rate: 25.88%* 46.58% 32.41% 55.93% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% HSV CN First Year CN Transfer Open Rates Open Rates *MDR Digital Marketing Trends in the Education Market, 2018
- 26. You Can Do It!
- 27. #TargetXSummit Implementing at Your School • Easy to do! • Start utilizing events calendar for travel • Initial work for communications person ▪ Once everything is set up, you can forget about it! • Get buy in and cooperation from counselors • What would I do differently? ▪ Appointed someone to do quality check on events
- 28. Looking Forward
- 29. #TargetXSummit Looking Forward • College fair follow-up campaigns • Leverage similar data • Include event attendees • Looking to implement in the future
- 30. Questions?