2. #TargetXSummit
● Introductions
● The role of communication
● Aligning communication to your
funnel
● Understanding different
channels
● When to add text
● How to embed social
● How to build this inside of
TargetX
AGENDA
3. #TargetXSummit
Who We Are
Lauren Arimoto
Manager
Kennedy & Company
larimoto@kennedyandcompany.com
Mickey Baines
Principal
Kennedy & Company
mbaines@kennedyandcompany.com
(484) 525-0550
6. Communications 1.0
Long workflows to many prospects at once
Siloed communications – email, paper, phone
Little to no measurement; based on rules originally written for your SIS.
7. #TargetXSummit
● We respond to personalized
information…
● that is timely…
● and provides answers to
question I have now
HOW EFFECTIVE
COMMUNICATION
HAS CHANGED
Deliver the message
To the student
At the time.
RIGHT
10. Short workflows to small segments of your prospects at once
Communication workflows designed for all media channels
Communications triggered based on prospect’s action (or inaction)
Communications designed and written as 1:1 (or as few as possible)
How effective communication works today
13. #TargetXSummit
Communication
requirements:
Communications are
now built specifically
for stages within
your funnel
Design to help prospects move from stage
to stage within the funnel
Understand what questions prospects have
at each stage, and how deeply they need
those questions answered
Prompt students to move to the next stage
when it is time to do so.
14. EMAIL – From Admissions Counselor [Push to Apply #2 – Still interested?
Consider attending an event or coming to campus to meet recruiter]
New Inquiry from EventINQUIRY
DAY 1
DAY 3
DAY 10
DAY 20
DAY 30
IMMEDIATE MEETING WITH COUNSELOR: Lead Created Date
CREATE A TASK: Manually Sent EMAIL – From Admissions Counselor
CREATE A TASK: Phone call from inquiry owner
EMAIL – From Financial Aid [Financial Aid and Scholarship opportunities &
deadlines]
EMAIL – From Counselor [Push to apply #3 ]
15. Components of a Drip Campaign
Content
Recipients
Delivery Criteria
16. Take a moment to read this email…Dear Stephen,
Congratulations for taking the first step in your quest to obtain your Master's degree! My name is Jon Doe and I am your Enrollment Advisor for the
Master of Business Administration (MBA) online program.
As your personal advisor, I invite you to have a brief telephone conversation with me to learn more about Awesome University's online program and to
answer any questions you may have. During this discussion, I will gain a better understanding of your personal and professional goals.
Did you know?
• Awesome University is a brick and mortar school founded in 1079 and was the first private school for people with eyebrows in the United States.
• Awesome University is accredited by the Pick-a-Region Association of Schools and Colleges, Inc., through its Commission on Institutions of
Higher Education.
• Awesome University is ranked by U.S. News & World Report as a Tier I school and in the top 100 for Regional Universities in the Pick-a-Region.
Rankings are based on undergraduate programs.
Upon initial inquiry, you should have received the program brochure in PDF format. If you have not had a chance to download our program brochure,
please click here.
I look forward to hearing from you soon. If you would like to contact me immediately, you may email me at ????? or call 1-800-555-1111 ext . ???
Best Regards,
Jon Doe Enrollment Advisor Master of Business Administration Awesome University College of Graduate and Continuing Studies 1-800-555-1111
ext.??? (US & Canada) 1-555-111-2222 ext. ??? (International)
If you would prefer to receive these communications at a different email address, please reply to ??? . To stop receiving messages about the program,
click here to Unsubscribe.
To guarantee receipt of future emails, please add to your address book. We respect your rights to privacy. View our privacy policy here. | Critical Link
Non-Discriminatory Statement Awesome University, in compliance with Title IV of the Civil Rights Act of 1964, Title IX of the Education amendment
of 1972, and Section 504 of the Rehabilitation Act of 1973, does not discriminate on the basis of race, religion, color, national origin, age, sex, or
physical handicap in any of its policies, practices, and procedures.
Awesome University | 101 University Drive | Epicenter, UB | 00001-0001
17. Take a moment to read this email…Dear Stephen,
Congratulations for taking the first step in your quest to obtain your Master's degree! My name is Jon Doe and I am your Enrollment Advisor for the
Master of Business Administration (MBA) online program.
As your personal advisor, I invite you to have a brief telephone conversation with me to learn more about Awesome University's online program and to
answer any questions you may have. During this discussion, I will gain a better understanding of your personal and professional goals.
Did you know?
• Awesome University is a brick and mortar school founded in 1079 and was the first private school for people with eyebrows in the United States.
• Awesome University is accredited by the Pick-a-Region Association of Schools and Colleges, Inc., through its Commission on Institutions of
Higher Education.
• Awesome University is ranked by U.S. News & World Report as a Tier I school and in the top 100 for Regional Universities in the Pick-a-Region.
Rankings are based on undergraduate programs.
Upon initial inquiry, you should have received the program brochure in PDF format. If you have not had a chance to download our program brochure,
please click here.
I look forward to hearing from you soon. If you would like to contact me immediately, you may email me at ????? or call 1-800-555-1111 ext . ???
Best Regards,
Jon Doe Enrollment Advisor Master of Business Administration Awesome University College of Graduate and Continuing Studies 1-800-555-1111
ext.??? (US & Canada) 1-555-111-2222 ext. ??? (International)
If you would prefer to receive these communications at a different email address, please reply to ??? . To stop receiving messages about the program,
click here to Unsubscribe.
To guarantee receipt of future emails, please add to your address book. We respect your rights to privacy. View our privacy policy here. | Critical Link
Non-Discriminatory Statement Awesome University, in compliance with Title IV of the Civil Rights Act of 1964, Title IX of the Education amendment
of 1972, and Section 504 of the Rehabilitation Act of 1973, does not discriminate on the basis of race, religion, color, national origin, age, sex, or
physical handicap in any of its policies, practices, and procedures.
Awesome University | 101 University Drive | Epicenter, UB | 00001-0001
19. Take a moment to read this email…Dear Stephen,
Congratulations for taking the first step in your quest to obtain your Master's degree! My name is Jon Doe and I am your Enrollment Advisor for the
Master of Business Administration (MBA) online program.
As your personal advisor, I invite you to have a brief telephone conversation with me to learn more about Awesome University's online program and to
answer any questions you may have. During this discussion, I will gain a better understanding of your personal and professional goals.
Did you know?
• Awesome University is a brick and mortar school founded in 1079 and was the first private school for people with eyebrows in the United States.
• Awesome University is accredited by the Pick-a-Region Association of Schools and Colleges, Inc., through its Commission on Institutions of
Higher Education.
• Awesome University is ranked by U.S. News & World Report as a Tier I school and in the top 100 for Regional Universities in the Pick-a-Region.
Rankings are based on undergraduate programs.
Upon initial inquiry, you should have received the program brochure in PDF format. If you have not had a chance to download our program brochure,
please click here.
I look forward to hearing from you soon. If you would like to contact me immediately, you may email me at ????? or call 1-800-555-1111 ext . ???
Best Regards,
Jon Doe Enrollment Advisor Master of Business Administration Awesome University College of Graduate and Continuing Studies 1-800-555-1111
ext.??? (US & Canada) 1-555-111-2222 ext. ??? (International)
If you would prefer to receive these communications at a different email address, please reply to ??? . To stop receiving messages about the program,
click here to Unsubscribe.
To guarantee receipt of future emails, please add to your address book. We respect your rights to privacy. View our privacy policy here. | Critical Link
Non-Discriminatory Statement Awesome University, in compliance with Title IV of the Civil Rights Act of 1964, Title IX of the Education amendment
of 1972, and Section 504 of the Rehabilitation Act of 1973, does not discriminate on the basis of race, religion, color, national origin, age, sex, or
physical handicap in any of its policies, practices, and procedures.
Awesome University | 101 University Drive | Epicenter, UB | 00001-0001
20. Shorter is better…
Dear Stephen,
Hey – I received your request for information about Awesome’s MBA. Is email the best way to review
information - or would you prefer text or a call?
Thanks,
Jon
Jon Doe Enrollment Advisor Master of Business Administration Awesome University College of
Graduate and Continuing Studies 1-800-555-1111 ext.111 (US & Canada) 1-555-111-2222 ext. 111
(International)
If you would prefer to receive these communications at a different email address, please reply to me . To stop receiving messages about the
program, click here to Unsubscribe.
To guarantee receipt of future emails, please add to your address book. We respect your rights to privacy. View our privacy policy here. |
Critical Link
Non-Discriminatory Statement Awesome University, in compliance with Title IV of the Civil Rights Act of 1964, Title IX of the Education
amendment of 1972, and Section 504 of the Rehabilitation Act of 1973, does not discriminate on the basis of race, religion, color, national
origin, age, sex, or physical handicap in any of its policies, practices, and procedures.
Awesome University | 101 University Drive | Epicenter, UB | 00001-0001
21. #TargetXSummit
How to write communications
Write for an action – like a reply or a
click.
Help the individual prospect know
why it is important for HER to
respond.
Write about benefits, not features
Each communication
must have a
goal/purpose
22. How to incorporate texts
Determine how to get buy-in; NOT
JUST opt in
Understand the importance of
length
Incorporating email and other
communication channels.
Key points for texts
● Prospects see it as intimate and
informal mode of
communication
● Prospects don’t have “working
hours”
● Their expectations of response
time may not match yours
