The document describes a career services lead nurture campaign aimed at guiding students through their career journey from initial exploration to commitment. It outlines 7 stages of a student's career journey and proposes touchpoints and messages for career services to engage with students at each stage. These include welcome emails, webinars, skill-building seminars, one-on-one meetings, career fairs, and surveys to provide career resources, education, and support to students as they progress from awareness to commitment to their career path. Suggestions are provided to deepen understanding of student needs, create more learning touchpoints, help students make connections to employer skills, and better prepare and empower students for career success.

1. Career Services Lead Nurture Campaign

2. How were Personas derived??
The Personas
Started with the questions on
learning / studying preferences
(same questions used for factor
development)
Found different, internally
consistent subgroups.
Developed personas to help
explain these subgroups.
Conducted a Latent Class
Analysis on these items

3. Student personas
 I solve problems using a plan
 I am systematic in my learning
 I prefer to set my own learning
goals
 I enjoy studying
 I have a need to learn
 I set specific times for studying
 I alter my practices when
presented with new information
 When presented with problems
I cannot solve, I ask for
assistance
 I am confident in my ability to
search for information
Went from these… …To these…
Passive Job
seekers
Active Job
seekers
Learners
Passive
International/
Sensitive
Learners

4. ExtremelyActivePersona
• Independent,
make
networks
• Internally
motivated
• Harmony,
Achievemen
t
Accomplish
ment,
Security,
Validation
PassivePersona
• Laidback,
Live in the
moment
• Externally
motivated
• Freedom,
Enlightenme
nt,
Validation
PassiveInternational
• Under
Confident,
Underserved
• Less active,
parents as
mentor
• Duty,
Security,
Accomplish
ment
Personas
Resourceful Ryan Laidback Laura Diffident Dishi Self Reliant Sebastian
ActivePersona
• Dependent
upon personal
network
• Intrinsically
Motivated
• Security,
Accomplishme
nt, Validation

5. Key Observations
• ZMOT lies late in student’s Journey Map
• Too many critical touch points left
untouched
– Friends
– Google
– Professors
– E-mails
– Website
– Family
– Alumni
– Education Websites
Customer Journey Map

7. “Putting yourself out there.”
EXPLORATION
AWARENES
DISCOVERY
CONSIDERATION
EVALUATION
ENGAGEMENT
COMMITMENT
Decide which school and program is the best fit
for my long-term career aspirations.
Acquainting the student with who we are and
what we can offer.
Understand my strengths, how to develop
and use them in my professional career.
Publicize the career services to all UC
Lindner student.
Evaluating satisfaction of overall
experience with career services to
determine if I will come back
Figure out what kinds of services
career services provides.
Educate Lindner student the breath
of services we can offer.
Recognize the ways career services
add value to my Resume or job
search and other professional
aspects.
To become top of the mind recall and
provide personalized career
assistance to every student.
Assess career
ser ice’s
contribution to my
professional
excellence.
Guide stude ts’
comprehensive
professional development
in order to increase their
marketability
To become fully
prepared for the next
step in my career, i.e.
Co-op, full time or,
internship.
To be regularly
available and
provide consistent
feedback in order to
e sure stude ts’
opportunities.
Track stude ts’ perfor a ce a d
follow up to see if they are any
unmet needs.
STUDENTS’ GOAL CAREER SERVICE’S GOAL
“My strength equals my success.”
“To be or not to be.”
“A little consideration makes all the
difference”
“Evaluation, a highest form of success.”
“Don’t buy, BUILD engagement.”
Commitment drives success.
Buying Funnel/ Decision Funnel

8. Exploration Awareness Discovery
Buyer’s Journey based Nurture Campaign
Consideration Evaluation Engagement Commitment
Welcome/ Intro
Campaign
•PURPOSE
Acquaint
the
student
with who
we are and
what we
can offer
•MESSAGE
•Introduce
brand
•Reiterate
benefits
•Spark
interest
Education
campaign
Accelerate
Campaign
Top Of Mind
Campaign
Why Us
campaign
Retention
Campaign
•PURPOSE
Publicize
the career
services to
all UC
Lindner
student
•MESSAGE
• Educate about
value
proposition
• Engage to
further profile
prospect
•PURPOSE
Educate
Lindner
student
the breath
of services
we can
offer.
•MESSAGE
• Added benefits
of using CS
• Reiterate value
proposition
• Include relevant
case studies
testimonials
•PURPOSE
•Become top
of the mind
recall and
provide
personalized
career
assistance to
every
student.
•MESSAGE
•To be
available at
every touch
point
•PURPOSE
•To be
regularly
available
and provide
consistent
feedback in
order to
ensure
stude ts’
opportunitie
s.
•MESSAGE
• Reiterate
relationship
benefit
• Seek Feedback
• Tips for future
•PURPOSE
•Guide
stude ts’
comprehens
ive
professional
developmen
t in order to
increase
their
marketabilit
y
•MESSAGE
• Remove
roadblocks
• Speed decision

9. Touchpoints
Channel
In-Person
Campus Tour
Channel
Email
Email with invite to download app
Channel
Mobile App
Remarketin
g
Sign up for reminders (push notifications for
application deadlines, other important dates)
Stage 1- Exploration

10. Acknowledgement
Next stage asset
Next asset same stage
Introductory Email

11. v
Push Notification Google Remarketing
Career Services, University
of Cincinnati
Dear Student,
Transform your career with
Management Programs at
Lindner. Last few days to
Apply!!
Know Top 5 reasons to study
Management at Lindner
College, University Of
Cincinnati | Last 5 days to go.
Hurry!!
Apply Now

12. Touchpoints
Stage 2- Awareness
Connect with
Alumni
Channel
Networking
events- plain
sight
Channel
Website
Email
Channel
Students
presentations;
In-Class
Learn about faculty
Student
testimonials Webinars
Channel
Webinars
Emails

13. Content/ Message Call To Action (CTA)
Build your network! Connect with
current and former students who are
part of the Lindner family.
Get to know your professors! You might
be surprised at their extensive
backgrounds. They are here for you,
and will help you achieve your goals.
You're not in this alone! Hear from
other students and peers about their
experiences These first hand accounts
will help you shape your professional
path. Be sure to connect with them via
the app!
Have it all at your fingertips. UC offers
informational and educational webinars
on almost anything you can think of. Use
the calendar feature to see what events
and webinars are coming up both on
and near campus.
Click to connect to fellow
Alumni
Email with website URL to learn
about our distinguished faculty’s
bio
Share student’s experiences
Webinars invites through
mails
Alumni
Faculty
Testimonials
Webinars

14. Touchpoints
Stage 3- Discovery
Personalized Career
opportunities
Channel
HireUC
Channel
In-person
meetings
Skype Calls
Channel
Skill building
seminars
Career Coaching Skill Building CS in-class
presentation
Channel
In Person

15. Content/ Message Call To Action (CTA)
Swipe through fulltime,
intern, or co op opportunities
that are geared just for you.
Not only can we help you in
your job search, We're here to
help with all aspects of your
professional development too.
Want to learn how to be a better
presenter, a better team player, or
learn how to prove your excel skills
to potential employers? Take a
look at the skill building seminars
we offer.
Educating the student
population the wide array of
services we can offer. In hopes
to make the student more
prepared for his or her future
career.
A match with a job that leads to
full time.
conversation with your career
coach
Email of CS with seminar
section lead to a website that
show career services times and
dates of skill building seminars
that students can sign up for.
Signing up to use career services
or downloading app
Hire UC
In-person
meetings/Skype
Skill building Seminar
In Person

16. Touchpoints
Stage 4- Consideration
Conversation with
student
Channel
Class
Social
setting
Channel
Calls
Emails
Channel
Print Media
Career coach
meetings
Pamphlet/Fliers Targeted rich media
Channel
In-building TVs
Social-media
YouTube Videos

17. Content/ Message Call To Action (CTA)
Chat Inbox: Do you have a career
question or need quick tips for resume
writing? Send us a message!
Are you looking for personalized career or
resume writing assistance? Start a
conversation with one of our career
coaches. Schedule a meeting today.
Pamphlet/Fliers to communicate the
different services and resources available
to UC students through Career Services.
Visually appealing cover, with simple/clean
visual background and engaging content.
Short video to introduce student to CS
and how it can help YOU tap into your
true potential: It's all about
relationships, right? CS at UC wants to
build a long term relationship with you!
Let's get to k o each other! …
Speak with class mates with
peers to know more about the
options best suited for you
Click on in the body of email to
schedule meeting
Written message:
contact us – provide phone,
address/download the App
Learn more- website
Play video on YouTube
Class
Calls/
Emails
Print Media
You tube Videos

18. Touchpoints
Stage 5- Evaluation
Feedback/ Online
Polls/ Surveys
Channel
Online
Surveys
Channel
In-
person
In-Person feedback

19. Content/ Message Call To Action (CTA)
Help us help you better! Fill in
our feedback survey and
contribute towards effective
development.
Providing constructive criticism
and feedback that assists the
students in enhancing their
skills.
Qualtrics link on the BE App
In-Person meetings
Surveys
Feedbacks

20. Touchpoints
Stage 6- Engagement
On demand questions
Channel
Chat
function on
the site
Channel
Online
Training
section
Channel
Calendar to
book
meetings
Information/training materials
to develop professional skills
Interactive
Calendar/Appointments
Job search/interaction
with potential employers
Channel
Career fair
Sharing jobs on
Linkedin
Networking events

21. Content/ Message Call To Action (CTA)
Interactive Chat with Career
Services Employee. 24/7
availability to ease your
interview worries .
Articles showcasing best interview
tips, networking etiquette and
more. Potential spot for
sponsorships with outside vendors
Set up appointments with CS for services
ranging from mock interviews to resume
builders. Our interactive calendar will display
all events and set reminders for the events
that you are interested in. All to keep you at
the top of your game and prepared for your
job search.
When a successful match is found,
candidates will be paired up with
HR representatives from
organization. This can lead to job
openings, information sessions and
much more
Type question in chat box to start the
conversation. (CS to respond within 2
hrs during business hours)
Tips and documents on taking your
career to the next level
Use the Career Calendar to keep
your schedule maintained and
organized. Reminders will be sent to
ensure you are prepared and ready
for your future career.
Meet your potential employer
through the Fair! It is as easy as
signing up and completing your
profile.
Chat
Training
calendar
Career Fair

22. Touchpoints
Channel
Hire UC
Career Fair
Inter
collegiate
career fair
Job Search & Interview
Set up
Channel
Online
surveys
feedback of services/features
Channel
Chat
After job support
Stage 7- Commitment

23. Content/ Message Call To Action (CTA)
Search the job which is closely
approaching and a link for
signing up. Interviewing tips
and information about signing
up for interviews
take the quick survey on the
services you've been taking
Show the interview opportunity
you get, and you need to
choose the appropriate time to
take the interview.
Show a link and take the survey.
Hire UC
Online Surveys
Chat
Information, pros/cons about
companies. Accept the job that
is the best fit for you!
Show the job you get, and you
need to select one best fit for
you.

24. Suggestions
• DEEP DIVE IN STUDENT’S NEEDS
All students aren’t the same. Look at contexts of
Personas
• CREATE LEARNING TOUCH POINTS
Build in time for students to think critically about
their learning across all contexts
• HELP STUDENTS MAKE CONNECTIONS
Enable students to connect their learning to skills
that employers are looking for
• INTEGRATING CAREER PREPERATION
Build career preparation into every student’s ex
• SHOWCASING & STORYTELLING
Provide model for students to showcase themselves so
they can enter interviews with confidence
• PREPARE STUDENT FOR SUCCESS
Empower students to begin reflecting & synthesizing
early
What Should we do now??