SlideShare a Scribd company logo
1 | TAFE Queensland
DIGITAL
TRANSFORMATION
TAFE QUEENSLAND
2 | TAFE Queensland
THREE ELEMENTS
Articulating a strategy that had
organisational support and
defined the markets we would
play in
Building a content approach to
support that strategy
Implement the right
Technology stack for
TAFE Queensland
Strategy
Content
= successful
implementation
Technology
3 | TAFE Queensland
WHO ARE WE
TAFE QUEENSLAND
4 | TAFE Queensland
5 | TAFE Queensland
6 | TAFE Queensland
WHAT WE DO
7 | TAFE Queensland
DIGITAL STRATEGY VISION
DELIVER EXCEPTIONAL EXPERIENCES TO
OUR TARGET AUDIENCES BY PROVIDING THE
RIGHT CONTENT TO THE RIGHT PEOPLE AT
THE RIGHT TIME VIA THE RIGHT CHANNELS
8 | TAFE Queensland
ROADMAP
Customer Experience
- Deliver high level of customer service to prospective and existing students, graduates, employers and decision influencers
- Develop consistent customer service and support process across TAFE Queensland
Marketing
- Attract, engage, nurture and re-enrol students via digital channels
Content
- Create content that meets the needs of different buyer personas through the customer journey
- Deliver content across all devices/platforms
Measurement and reporting
- Track, measure and continuously improve digital marketing, customer support, products, systems and processes
Systems and process
- Deliver a seamless experience via harmonisation and integration of core systems
PLAN CONSOLIDATE ENHANCE INNOVATE
9 | TAFE Queensland
CUSTOMERS AND MARKETS
10 | TAFE Queensland
11 | TAFE Queensland
REPORT CARD
FROM TO NEXT
ADOPTION ROLL OUT
1 user
ENQUIRY MANAGEMENT
36 forms, 647 published emails, 6 call
centres
NURTURE
1 General stream
ATTRIBUTION
No Attribution
INTERGRATIONS
Silo
12 | TAFE Queensland
AUDIENCES
WITH CONTENT
CONNECTING
13 | TAFE Queensland
IDENTIFY MARKET SEGMENTS
14 | TAFE Queensland
PERSONAS
15 | TAFE Queensland
CONTENT REQUIREMENTS
16 | TAFE Queensland
THE FULL PICTURE
17 | TAFE Queensland
CONTENT GUIDING
PRINCIPLE
Speak to our customers with
one voice that inspires,
informs, and activates
our brand.
18 | TAFE Queensland
NURTURE PLANNING
1. Identify the persona and what we already
know about the target group based on how
they entered our funnel
2. We cross reference their content needs in
the customer journey map
3. We plan a series of key messages and
conversion triggers, and arrange them
from most compelling to least compelling
4. We don’t write anything that doesn’t have
an action attached to it
19 | TAFE Queensland
WHERE WE STARTED
• We built three Marketo streams that started
out with general nurture content, with triggers
that moved customers into persona-specific
streams.
20 | TAFE Queensland
GENERAL NURTURE
Move to
career
enhancer
stream
Move to
career
starter
stream
Move to
career
changer
stream
Blog or no
action –
stay in
general
21 | TAFE Queensland
GENERAL NURTURE
Move to
career
enhancer
stream
Move to
career
starter
stream
Move to
career
changer
stream
22 | TAFE Queensland
GENERAL NURTURE
25% of
customers who
opened this
email self
segmented
23 | TAFE Queensland
CAREER STARTER STREAM
Opened
+ 7 days
Not
opened
+ 7 days
Opened
+ 7 days
Not
opened
+ 7 days
Not
opened
+ 7 days
Opened
+ 7 days
• Enrolled students moved
out of nurture
• Unconverted leads at the
end of the stream added
to a new re-engagement
stream to be targeted at
next intake
24 | TAFE Queensland
NURTURE GROWTH
• Over the past 12 months we have developed:
63STUDYAREA
SEGMENTS
19STANDALONE
STREAMS
47SEPARATE
EMAILS
INCLUDING
12DIFFERENT
PERSONAS
TARGETING
14PRODUCT
SEGMENTS
50QUEENSLAND
LOCATIONS
ACROSS
4STUDY
MODES
PREFERRED
+EVENTPROGRAMS
&LANDINGPAGES
DOZENS
OFADHOC
E-BLASTS
25 | TAFE Queensland
PERSONALISATION
EXAMPLE
210
Variations
26 | TAFE Queensland
THE RESULTS
Average nurture open rate | 51.1%
Highest nurture open rate | 82.7%
• Career starter EDM 2 - A stream
Lowest nurture open rate | 13.9%
• Career changer EDM 3 - C stream
Average CTOR | 21.6%
Highest CTOR | 42.9%
• Career changer EDM 3 - C stream
Industry
average
open rate
21.5%*
Industry
average
CTOR
8.12%*
*knowledgebase.constantcontact.com - Education – Higher
Education (e.g., colleges, universities, trade schools)
27 | TAFE Queensland
WHAT WE’VE LEARNED
• It’s more efficient to build content segments
than it is to split streams
• People will continue to consume if you
continue to deliver
• Don’t be afraid to ask customers what they
want
• There are always opportunities to take it to
the next level
28 | TAFE Queensland
IMPLEMENTATION
ADOPTION
ENQUIRY MANAGEMENT
NURTURE MARKETING
REPORTING & ANALYTICS
INTEGRATIONS
MARKETING AUTOMATION
29 | TAFE Queensland
ADOPTION
• How do we incorporate
Marketo into the
business?
30 | TAFE Queensland
ADOPTION
• Get buy-in from
stakeholders
• Best practice in Marketo
instance with
documentation
• Mixed on location and
virtual training
✓ 44 trained users in 6
regional marketing teams
31 | TAFE Queensland
ENQUIRY
MANAGEMENT
• How do we use the
website enquiry form
to best capture and
direct leads?
32 | TAFE Queensland
ENQUIRY
MANAGEMENT
• Multipurpose form
to capture, request
consent and
segment leads
✓ 10,000 enquires
handled per
month
✓ 50% marketing
opt-in
33 | TAFE Queensland
MULTIPURPOSE
ENQUIRY FORM
✓ Replaces 300 displayed
emails
✓ Up to 500 enquiries a day
✓ Greater marketing control
34 | TAFE Queensland
NURTURE
MARKETING
• How do we
implement our
nurture strategy and
handle the B2C lead
volume?
35 | TAFE Queensland
NURTURE
MARKETING
• Outcome focused,
segmented, nurture
streams.
✓ 19 streams
✓ 30,000+ engaged leads
nurtured at any moment
✓ 10-30% nurture
conversion (depending
on stream)
36 | TAFE Queensland
ATTRIBUTION
& REPORTING
• How do we improve our
lead reporting and
attribution?
✓ Lead scoring
✓ Lead activity tracking
✓ All funnel stages tracked
✓ With automated reporting
to managers
37 | TAFE Queensland
INTEGRATIONS
• Website
• Data Warehouse
• Video view tracking
• SMS marketing
• Audience Lists
• Secure Document
Upload
38 | TAFE Queensland
INTEGRATIONS
• Website
• Data Warehouse
• Video view tracking
• SMS marketing
• Audience Lists
• Secure Document
Upload
39 | TAFE Queensland
IMPLEMENTATION
MARKETING AUTOMATION
40 | TAFE Queensland
REPORT CARD
FROM TO NEXT
ADOPTION ROLL OUT
1 user 40 + users Grow our super users
ENQUIRY MANAGEMENT
36 forms, 647 published emails, 6 call
centres
100% of online leads tracked and
nurtured by smart forms
Automation of lead transfer
NURTURE
1 General stream 19 streams Infinite possibilities but B2B focus
ATTRIBUTION
No Attribution Full Pipeline visibility Aligning to finance
INTERGRATIONS
Silo 7 Single line of sight
41 | TAFE Queensland
ADVICE
1. DON’T LET PERFECT GET IN THE WAY
OF BETTER
2. START GENERAL AND BUILD OUT THE
UNIVERSE
3. FAIL SMALL, LEARN FAST
42 | TAFE Queensland
THANK YOU
MARKETING AUTOMATION

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Digital Transformation - Tafe Queensland

  • 1. 1 | TAFE Queensland DIGITAL TRANSFORMATION TAFE QUEENSLAND
  • 2. 2 | TAFE Queensland THREE ELEMENTS Articulating a strategy that had organisational support and defined the markets we would play in Building a content approach to support that strategy Implement the right Technology stack for TAFE Queensland Strategy Content = successful implementation Technology
  • 3. 3 | TAFE Queensland WHO ARE WE TAFE QUEENSLAND
  • 4. 4 | TAFE Queensland
  • 5. 5 | TAFE Queensland
  • 6. 6 | TAFE Queensland WHAT WE DO
  • 7. 7 | TAFE Queensland DIGITAL STRATEGY VISION DELIVER EXCEPTIONAL EXPERIENCES TO OUR TARGET AUDIENCES BY PROVIDING THE RIGHT CONTENT TO THE RIGHT PEOPLE AT THE RIGHT TIME VIA THE RIGHT CHANNELS
  • 8. 8 | TAFE Queensland ROADMAP Customer Experience - Deliver high level of customer service to prospective and existing students, graduates, employers and decision influencers - Develop consistent customer service and support process across TAFE Queensland Marketing - Attract, engage, nurture and re-enrol students via digital channels Content - Create content that meets the needs of different buyer personas through the customer journey - Deliver content across all devices/platforms Measurement and reporting - Track, measure and continuously improve digital marketing, customer support, products, systems and processes Systems and process - Deliver a seamless experience via harmonisation and integration of core systems PLAN CONSOLIDATE ENHANCE INNOVATE
  • 9. 9 | TAFE Queensland CUSTOMERS AND MARKETS
  • 10. 10 | TAFE Queensland
  • 11. 11 | TAFE Queensland REPORT CARD FROM TO NEXT ADOPTION ROLL OUT 1 user ENQUIRY MANAGEMENT 36 forms, 647 published emails, 6 call centres NURTURE 1 General stream ATTRIBUTION No Attribution INTERGRATIONS Silo
  • 12. 12 | TAFE Queensland AUDIENCES WITH CONTENT CONNECTING
  • 13. 13 | TAFE Queensland IDENTIFY MARKET SEGMENTS
  • 14. 14 | TAFE Queensland PERSONAS
  • 15. 15 | TAFE Queensland CONTENT REQUIREMENTS
  • 16. 16 | TAFE Queensland THE FULL PICTURE
  • 17. 17 | TAFE Queensland CONTENT GUIDING PRINCIPLE Speak to our customers with one voice that inspires, informs, and activates our brand.
  • 18. 18 | TAFE Queensland NURTURE PLANNING 1. Identify the persona and what we already know about the target group based on how they entered our funnel 2. We cross reference their content needs in the customer journey map 3. We plan a series of key messages and conversion triggers, and arrange them from most compelling to least compelling 4. We don’t write anything that doesn’t have an action attached to it
  • 19. 19 | TAFE Queensland WHERE WE STARTED • We built three Marketo streams that started out with general nurture content, with triggers that moved customers into persona-specific streams.
  • 20. 20 | TAFE Queensland GENERAL NURTURE Move to career enhancer stream Move to career starter stream Move to career changer stream Blog or no action – stay in general
  • 21. 21 | TAFE Queensland GENERAL NURTURE Move to career enhancer stream Move to career starter stream Move to career changer stream
  • 22. 22 | TAFE Queensland GENERAL NURTURE 25% of customers who opened this email self segmented
  • 23. 23 | TAFE Queensland CAREER STARTER STREAM Opened + 7 days Not opened + 7 days Opened + 7 days Not opened + 7 days Not opened + 7 days Opened + 7 days • Enrolled students moved out of nurture • Unconverted leads at the end of the stream added to a new re-engagement stream to be targeted at next intake
  • 24. 24 | TAFE Queensland NURTURE GROWTH • Over the past 12 months we have developed: 63STUDYAREA SEGMENTS 19STANDALONE STREAMS 47SEPARATE EMAILS INCLUDING 12DIFFERENT PERSONAS TARGETING 14PRODUCT SEGMENTS 50QUEENSLAND LOCATIONS ACROSS 4STUDY MODES PREFERRED +EVENTPROGRAMS &LANDINGPAGES DOZENS OFADHOC E-BLASTS
  • 25. 25 | TAFE Queensland PERSONALISATION EXAMPLE 210 Variations
  • 26. 26 | TAFE Queensland THE RESULTS Average nurture open rate | 51.1% Highest nurture open rate | 82.7% • Career starter EDM 2 - A stream Lowest nurture open rate | 13.9% • Career changer EDM 3 - C stream Average CTOR | 21.6% Highest CTOR | 42.9% • Career changer EDM 3 - C stream Industry average open rate 21.5%* Industry average CTOR 8.12%* *knowledgebase.constantcontact.com - Education – Higher Education (e.g., colleges, universities, trade schools)
  • 27. 27 | TAFE Queensland WHAT WE’VE LEARNED • It’s more efficient to build content segments than it is to split streams • People will continue to consume if you continue to deliver • Don’t be afraid to ask customers what they want • There are always opportunities to take it to the next level
  • 28. 28 | TAFE Queensland IMPLEMENTATION ADOPTION ENQUIRY MANAGEMENT NURTURE MARKETING REPORTING & ANALYTICS INTEGRATIONS MARKETING AUTOMATION
  • 29. 29 | TAFE Queensland ADOPTION • How do we incorporate Marketo into the business?
  • 30. 30 | TAFE Queensland ADOPTION • Get buy-in from stakeholders • Best practice in Marketo instance with documentation • Mixed on location and virtual training ✓ 44 trained users in 6 regional marketing teams
  • 31. 31 | TAFE Queensland ENQUIRY MANAGEMENT • How do we use the website enquiry form to best capture and direct leads?
  • 32. 32 | TAFE Queensland ENQUIRY MANAGEMENT • Multipurpose form to capture, request consent and segment leads ✓ 10,000 enquires handled per month ✓ 50% marketing opt-in
  • 33. 33 | TAFE Queensland MULTIPURPOSE ENQUIRY FORM ✓ Replaces 300 displayed emails ✓ Up to 500 enquiries a day ✓ Greater marketing control
  • 34. 34 | TAFE Queensland NURTURE MARKETING • How do we implement our nurture strategy and handle the B2C lead volume?
  • 35. 35 | TAFE Queensland NURTURE MARKETING • Outcome focused, segmented, nurture streams. ✓ 19 streams ✓ 30,000+ engaged leads nurtured at any moment ✓ 10-30% nurture conversion (depending on stream)
  • 36. 36 | TAFE Queensland ATTRIBUTION & REPORTING • How do we improve our lead reporting and attribution? ✓ Lead scoring ✓ Lead activity tracking ✓ All funnel stages tracked ✓ With automated reporting to managers
  • 37. 37 | TAFE Queensland INTEGRATIONS • Website • Data Warehouse • Video view tracking • SMS marketing • Audience Lists • Secure Document Upload
  • 38. 38 | TAFE Queensland INTEGRATIONS • Website • Data Warehouse • Video view tracking • SMS marketing • Audience Lists • Secure Document Upload
  • 39. 39 | TAFE Queensland IMPLEMENTATION MARKETING AUTOMATION
  • 40. 40 | TAFE Queensland REPORT CARD FROM TO NEXT ADOPTION ROLL OUT 1 user 40 + users Grow our super users ENQUIRY MANAGEMENT 36 forms, 647 published emails, 6 call centres 100% of online leads tracked and nurtured by smart forms Automation of lead transfer NURTURE 1 General stream 19 streams Infinite possibilities but B2B focus ATTRIBUTION No Attribution Full Pipeline visibility Aligning to finance INTERGRATIONS Silo 7 Single line of sight
  • 41. 41 | TAFE Queensland ADVICE 1. DON’T LET PERFECT GET IN THE WAY OF BETTER 2. START GENERAL AND BUILD OUT THE UNIVERSE 3. FAIL SMALL, LEARN FAST
  • 42. 42 | TAFE Queensland THANK YOU MARKETING AUTOMATION