Online research is a critical tool for students and parents choosing a college. Personalization allows you to target students by academic, athletic, or any other interests, and to target parents with content they find most relevant such as cost and safety. Learn more about Percussion CMS: http://www.percussion.com/products/index Learn more about Evergage: http://www.evergage.com/

1. Make Your Website Your Best
Admissions Officer With
Real-Time Personalization

2. DAN FLANIGAN
VP of PRODUCTS
@danflan
linkedin.com/in/danflan
KARL WIRTH
CEO/FOUNDER
@wirthkarl
linkedin.com/in/karlewirth
INTRO.!
#personalizeEDU

3. AGENDA.!
§ The challenges of edu websites today
§ Different personas: Students vs. parents
§ Personalization can your website into your best
admissions officer
#personalizeEDU

4. WHO WE ARE.!
#personalizeEDU

5. Evergage enables marketers to increase
conversions using real-time visitor persona
and intent data to personalize the digital
experience for every visitor.
All without IT.
#personalizeEDU

6. Percussion
So,ware's
award-­‐winning
web
content
management
system
is
used
by
higher
educa8on,
government
agencies,
and
businesses
to
create
engaging,
effec8ve
content
that
looks
great
on
any
device.
#personalizeEDU

7. 3 BIG CHALLENGES EDU
WEB MARKETERS FACE TODAY.!
#personalizeEDU

8. 1. NOT GETTING THEIR
AUDIENCE.
Prospective students along
with their parents have
different interests,
preferences, and needs
#personalizeEDU

9. 2. CLUTTER.
With so much information, EDU
web marketers are cluttering
their homepages with too much
information.
#personalizeedu

10. 3. COMPETITION. #personalizeEDU
Competition for online
students is heating up.

11. SOLVE THEM ALL
WITH REAL-TIME WEB
PERSONALIZATION.!
#personalizeEDU

12. DEFINE YOUR PERSONAS.!
#personalizeEDU

13. Thinks About…
Major/programs
Location
Campus life/activities
Athletics
THE PROSPECTIVE STUDENT.

14. PROGRAMS.
How can we help you?
Search

15. LOCATION.
HI BOSTON RESIDENT!
Come to our Open House this weekend!
EVENT DETAILS

16. CAMPUS LIFE.
WELCOME BACK!
Last time you were looking at Housing.
Are you ready to look at Dining or do you
want to continue where you left off?
Housing Dining

17. ATHLETICS.
Name
Email
SUBMIT
GET MORE
INFORMATION

18. PARENTS CONCERNS
DIFFER.!
#personalizeEDU

19. PROSPECTIVE COLLEGE STUDENTS &
PARENTS HIERARCHY OF NEEDS.

20. Parents have some
different concerns
Cost/Financial Assistance
Payment options
Safety
Location
PARENTS THINK ABOUT…

21. Parents
have
some
different
concerns
Cost/Financial
Assistance
Payment
op;ons
Safety
Loca;on
HOW TO DETERMINE? JUST ASK!
Are you a parent or a student?
Student Parent

22. OTHER WAYS TO
PERSONALIZE.!
#personalizeEDU

23. SEARCH.

24. SEARCH.
Learn more about financial aid and lower cost programs. Download our Financial Aid Guide

25. EMAIL.

26. SOCIAL.
Welcome
from
Facebook!

27. BLOGS/CONTENT.

28. REAL-TIME PERSONALIZATION
IN ACTION.!
#personalizeEDU

30. RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
RELATIONSHIP: Alumni
PERSONA: Parent of Senior
INTENT: Make decision about
whether to bother applying
TODAY, A WEBSITE DOESN’T RESPOND.
BUT AN ADMISSION OFFICER DOES.

31. CAPTURE BEHAVIOR
(visually out of the site)
UNDERSTAND
PERSONA – INTENT
RESPOND IN
REAL-TIME
§ Per-Visitor, User, Account
Anonymous to Named
§ Clickstream, Context, Tags
Time on page and in
category
Progress in funnel
§ Attributes, Transactions
§ Form Fields, Surveys
§ History from other systems
§ Set up rules to segment
§ Analyze differences amongst
segments
§ Visually browse site and
target communications.
§ Personalize site in <300ms
#personalizeEDU

32. RELATIONSHIP: Never given
PERSONA: Alumni
INTENT: Give, not sure how much
2. RESPOND1. UNDERSTAND PERSONA-INTENT
4 visits to Support BC
Read How to Give
Read Make a Gift. 10 minutes on page
YOUR WEBSITE = YOUR ADMISSIONS OFFICER
A
good
rule
of
thumb
is
to
start
with
1%
of
your
annual
income

33. RELATIONSHIP: None
PERSONA: High school Senior
INTENT: Learn about Aid
2. RESPOND1. UNDERSTAND PERSONA-INTENT
2 visits to Financial Aid
½ way through filling out an application
Third time back
YOUR WEBSITE = BEST ADMISSIONS OFFICER
Meet
Julie
in
Denver
on
Ju
to
talk
about
Financial
Aid
Admissions

34. In Conclusion!
#personalizeEDU

35. § Define Your Personas
§ Audit Content For Your Personas
§ Personalization is a dialogue, not a monologue
§ What are you waiting for?
#personalizeEDU

36. JOIN US FOR PART 2
ON THURSDAY, MAY 8!
#personalizeEDU

37. Q&A
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facebook.com/percussionsoftware
www.Evergage.com/Blog
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www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage
#personalizeEDU