The document discusses the need for marketing automation in educational institutions, highlighting the shift towards tailored communication strategies for applicants, students, and alumni. It emphasizes the effectiveness of omni-channel marketing, including digital and offline strategies, to improve engagement and increase lead generation. Additionally, the document outlines various tools and features that Lead Liaison offers to enhance communication, track engagement, and optimize marketing efforts.

1. Marketing Automation for
Educational
Institutions

2. THERE IS A NEED
FOR CHANGEMass emailing doesn’t work. Applicants, students, alumni, and faculty thrive off of
communication that is tailored specifically to them.
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3. Statistics
In 2014, only 60 percent
of students seeking a
bachelor’s degree at a
four-year college in 2008
completed their degrees
by 2014, according to the
U.S. Department of
Education.
Hanover Research’s 2015
Trends in Higher
Education Marketing,
Enrollment and
Technology report
suggests institutions are
devoting more attention
and resources to
branding and marketing
than they did years
before. And increasingly,
colleges are shifting to
digital marketing
strategies, social media
outreach and mobile
platforms.
That same study says
that universities that
engage with prospective
students typically see 15
percent increase of leads
turning into applications
in the first year. Other
universities have reported
seeing increased lead
generation by 71 percent
year-to-year and
increased sales by 18
percent.
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4. HOW CAN WE HELP?
Which features are most valuable for educational institutions?
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5. AUTOMATION
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6. Automation Automation can be used in many ways to improve response time
and make your educational institution run more efficiently.
Trigger rich communication plans when applicants reach a particular
lead stage. When applicants become students, that trigger might
launch a Student Onboarding Communication plan. The possibilities
to automate are endless!
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Student AlumniApplicant

7. OMNI-CHANNEL
MARKETING
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8. Omni-channel
Marketing
Importance of omni-channel marketing: 60 percent of seniors and
55 percent of juniors stated that they are more likely to consider
institutions that use digital strategies – such as email, text, and
social media – to communicate.
However, 40 percent of seniors and 45 percent of juniors noted that
they were more likely to consider institutions that use print and
phone communications, suggesting the importance of a multi
channel marketing and communications strategy. (2015
E-Expectations Report. Ruffalo Noel Levitz, 2015)
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9. Lead Liaison
provides a
powerful
combination of
offline and online
marketing.
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10. Omni-channel
Marketing:
Email
Email marketing can play a powerful role in reaching college
admission goals, building relationships with your current students,
and continuing that relationship after graduation. Lead Liaison offers
a simple, easy-to-use email builder that gives you the flexibility that
you need, without any of the headache.
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Customize emails with your student’s
discipline of interest or home state, for
example.

11. Omni-channel
Marketing:
Social Media
Whether you want to showcase your campus culture, promote upcoming
events, encourage athletic teams, or keep students in formed with campus
news, social media is a critical tool for continuing the conversation.
Here are just a few ways educational institutions use our social posting feature
to communicate with their audience:
▪ Twitter for live updates for events or emergency situations.
▪ Cultivate discussions with unique hashtags.
▪ Creating multiple Twitter accounts for different departments across
your university.
▪ Congratulate alumni members for their professional success on
LinkedIn.
Lead Liaison also tracks prospective students that engage with your social
media posts. Each time someone clicks a link in your social media post, Lead
Liaison records this behavior and adds it to the list of behavioral actions on the
person’s profile. We can also automatically score them, based off of the level of
engagement with those posts, and then trigger automations based on that
person’s score. The possibilities are endless!
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12. Omni-channel
Marketing:
Pay-Per-Click
(PPC)
Budget issues? Track the ROI of pricey Facebook or
Google PPC ads with precision and accuracy.
Pay-Per-Click (PPC) advertising campaigns are often a vital
ingredient in successful student recruitment. Lead Liaison can
monitor your Google Adwords, or any other ad campaign via
Trackable URLs.
This will allow visits from your PPC campaign to be tracked under
separate campaigns, helping better monitor where your marketing
dollars are most effective.
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13. Omni-channel
Marketing:
Search
Engine
Optimization
(SEO)
What good are your SEO rankings if prospective students aren’t
identified and nurtured properly once they reach you? Lead Liaison
can help you create optimized landing pages, forms, and
call-to-action offers that convert and nurture more applicants.
▪ Measure the reaction to the content that you are producing
using our Trackable Content feature.
▪ Distribute content with Lead Liaison emails, landing pages,
and social posts.
▪ Good SEO can drive a lot of prospective students to your
website, but it doesn’t segment them, or give you any
actionable next-steps. Lead Liaison will help you sort through
those leads, using Lead Qualification, so you can focus your
efforts on your most qualified prospective students.
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14. 59% of students
say a college can
text them first. -
Cappex
Texts have a 99%
open rate. -
Tatango
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90 percent of text
messages get read
within 3 minutes of
delivery. - Forbes
77% of students
want relevant
information from
colleges via text -
Cappex
With Lead
Liaison, you can
communicate
with your
students using
the device that is
most accessible
to them: their
phone.
Omni-channel
Marketing:
Text
Messages

15. Omni-channel
Marketing:
Handwritten
Letters &
Postcards
A 2015 poll conducted by Ruffalo Noel Levitz examined high school students’
preferences for communication with colleges, shedding light on effective recruitment
strategies. Levitz recommends that institutions of higher education “set a scene and
evoke emotion with direct mail, and then maintain that engagement online.”
- Hanover Research
A great way to increase your prospective student’s awareness of
your institution is with constant and consistent branding.
Take your conversation offline by sending a postcard with your
institution’s logo on it. Prospective students are busy, and
oftentimes messy. That postcard has the potential to sit on their
desk for weeks, subtly reminding them of you over and over again.
Then, when they log onto your website your logo is familiar to them.
It feels like “home.”
After that student has applied to your institution, a handwritten
letter from the president of your university could mean the
difference between them choosing you or another school. We can
even postmark it from your location!
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16. Offline & Online
Communication
Strategies are an
effective method for:
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Recruiting Applicants
Alumni Faculty
Students

17. SOCIAL APPEND
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18. Social
Append
Enrich applicant, student, and alumni records with data points from
100s of social media endpoints.
Data points include:
▪ Gender
▪ Age
▪ Location
▪ Affinities
▪ Social media page URLs (Facebook, Twitter, LinkedIn, etc.)
▪ Number of followers (to gage influence)
▪ Much more!
Use social data to better understand your prospects and as criteria
for building segmentations.
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19. PERSONALIZED
WEBSITE CONTENT
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20. Personalized
Website
Content
Use personalized website content to drive conversions. We do this
using SiteEngage™, which provides dynamic embedded or popup
content.
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21. EVENT
MANAGEMENT
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22. Event
Management
Lead Liaison offers a mobile information capture app, GoCapture!™,
that allows educational institutions to collect prospective students’
information on site at recruitment events, seminars, school visits -
anywhere!
Once that information is collected through the app, it is transferred
to our database, providing end-to-end event management.
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23. STUDENT TRACKING
DATABASE
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24. Student
Tracking
Database
We use our CRM, called OneFocus™, to aid educational institutions
with student tracking as they progress through the applicant stages,
into student stages and beyond.
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25. ANALYTICS
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26. Student
Tracking
Database
It’s important to understand marketing data across your university
(what’s working, what’s not working, etc.). Visualizing data and
being able to interact with it can be eye opening, and reveal
information not normally discovered with basic data tables. We
deliver visual and interactive data solutions with Revelation™, our
enterprise analytics suite.
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27. Who uses
Lead Liaison?
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Program Managers IT/Administrators
Marketers Recruiters
Faculty

28. Common
Verbiage for
Educational
Institutions
Prospect = Prospective Student,
Applicant, or Alumni
Salesperson = Sales Recruitment
Manager
Lead Score = Engagement Rank
Opportunities = New Applicant or
Student
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The education sector uses different terminology than other B2C
brands. Not only do we understand that lingo; we speak it fluently!

29. So, what are you waiting for?
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Join other highly successful educational institutions in
achieving your marketing and sales goals using Lead
Liaison.
Learn more:
▪ www.leadliaison.com
▪ Request a free, personalized demonstration.
▪ +1 (888) 895-3237