This document discusses lead nurturing and social media capabilities. It provides examples of how lead nurturing improved lead generation and conversions for various universities. It recommends developing automated nurture programs based on prospect segmentation to improve conversions. It also discusses how social media can be used to build prospect relationships through online research, monitoring, blogs, Facebook pages, photos and videos.

1. Lead Nurturing and Social Media A Capabilities Presentation

2. Online Difference Conversions Commerce Conversation

3. Online Conversions

4. Online Commerce

5. Online Conversation

6. Proven Capabilities

7. Proven Process

8. Proven Team Jim Cudney Randy Lawrence David Kriegshauser Jack Clark Paul Keiser Leah Jones

9. Proven Solutions

10. National-Louis University Objective: Increase lead generation, improve usability Results: Web-based leads up 30% in first 6 months

11. DeVry University Objective: Support DEM sales process, align with new brand identity Results: Easy to use for new advisors, cost-effective to update

12. DeVry Student Finance Objective: Eliminate paper-based system, advisor accountability Results: Beginning 3rd Enrollment year of use across all locations

13. Pilcrow Literary Festival Objective: Document all aspects of the event Results: Photos, Tweets, blog posts and videos by over a dozen participants

14. Rebath Blog Monitoring Objective: Reputation management through monitoring Results: Blog has #2 search result, ReBath took 8 months to respond

15. Lead Nurturing & Prospect Contact Management

16. Lead Nurturing: The Opportunity Leverage Kendall Marketing Investments at the Top of the Funnel to Yield a Higher Return of New Students Most Inquirers Don’t Turn Into Buyers but Remember the Kendall Brand People Who Inquire but Don’t Buy Represent Your Strongest Long-term Prospect Pool Total Universe of Buyers Enrollment Team Focus

17. Kendall Prospect Process Today

18. Kendall Process Tomorrow

19. Strategy & Program Design Guarantee Automated Follow-up Pre & Post Event

20. Automated Lead Nurture Top Three Reasons Relevant Communication Over Time Yields Higher Conversion Communication Can Begin Immediately and Persist Over Time Relevancy Based on Segmentation Area of Interest Life Stage Events If We Know These Things What Should We Say to Them? Improved Management of Dormant Leads Engage Them With Value Add; Not Head-banger Telemarketing Bring Nurture Process In-house for More Control

21. Nurture Programs & Conversion Source: JupiterResearch, “The ROI of E-mail Relevance These Results Are Produced by Increasing the Communication Relevancy to the Prospective Student Nurture Programs Focusing on Lifestage + Behavior Yield Highest Conversion Broadcast Lifestage Behavioral Primary targeting tactic Everyone gets the same message Timed to where prospective student is in the consideration lifecycle Uses behavioral information to inform what message will provoke the desired action Email: Avg. unique open rate 20% 26% 33% Email: Avg. click-through rate 9.5% 14% 14% Email: Avg. conversion rate 1.1% 2.8% 3.9%

22. Lead Nurture’s Powerful Revenue Impact

23. Next Steps: Discovery Assist Kendall Team in Answering Key Questions: What SF.Com Data to Use for Prospects? What Prospect Segmentation Analysis is Required? What Content/information Resources Are Available to Create Automated Nurture Programs? Integration Requirements for Integrating SF.Com and Email How Frequently Will SF.Com Be Updated? What Kinds of Reports Are Needed?

24. Social Media for Prospect Relationship Building & Image Management

25. Unlocking the Value of Social Media Viral is an Outcome, Not a Strategy Use the Technology - The Technology Doesn’t Use You Online Research RSS & Monitoring Blogs & Blogger Outreach Facebook Fan Pages Online Photos & Video

26. Online Research Discover what students, faculty and potential students are saying online Find the online communities where conversation is taking place Evaluate current messaging compared to perception online Build strategy based on research for online programs and outreach

27. RSS & Monitoring RSS brings information to the user automatically from blogs, news sites and persistent searches Using RSS for monitoring to keep up with day to day conversation Set alerts to be able to respond quickly online to questions from students Turn monitoring into a customer service channel

28. Facebook Fan Pages Official Presence on Facebook Give Customers and Consumers a Place to Show They Like Your Company Plan Events and Share Information Metrics and Engagement Advertising

29. Online Photos & Video How Are People Telling Your Story Visually? Help Connect Customers to Each Other Through Sharing Photos Invite Users to Share Photos for Contests or Use on Web Sites Find Photographers to Invite to Events Do Behind the Scenes or Man on the Street Interviews Cost of Doing Each Is Dropping Dramatically

30. Blogs & Blogger Outreach Build Relationships with Consumers Online Have Room to Tell the Whole Story Get Feedback from Customers and Address Customer Questions Give a Voice to People Inside and Outside of Company Walls Search Engine Optimization

31. Discussion & Questions