UPCEA TALKS: Marketing Automation
UPCEA TALKS: Marketing Automation Presenters:
California State University, Northridge University of South Florida Stephanie Harff
Jessie Revlin Karen Sabourin
Case Study: CSUN’s Automated Communication Strategy Jessie Revlin Director, Marketing & Communications California State University, Northridge
Karen Sabourin Associate Director, Marketing & Communications California State University, Northridge
Communication Before Marketing Automation » No Consistent Communication » No Personalization » No Program Specifics » No Lead Nurturing
Our Strategic Plan » Consistent Timing for Messaging •
Long Consideration Cycle
» Consistent Voice • •
CSUN Brand Best Practices
» Supplement Recruitment Efforts • •
Small Team = Limited Resources Marketing to Nurture Leads
» KPI’s – Translate to Applications Started, Submitted, and Conversion Rate
Messaging Strategy The Breakdown
» When to use what? • • •
Brand vs. Individual Text vs. HTML Drip vs. Templates
Messaging Strategy The Breakdown
» When to use what? • • •
Brand vs. Individual Text vs. HTML Drip vs. Templates
» Timing: • • • •
Initial Form Fill 3 Day 30/60/90/120 3 Week to Deadline
» Message Length & Content » Scheduling Tasks for Recruiters
Messaging Flow Chart
What Did We Learn?
Total Prospects
Average # of Submitted Applications per Cohort
Recruitment and Enrollment Outcomes
Email Results (CTR)
Application Completion Rate
INCREASE
CTR at Different Stages in Drip
Learning Outcomes » United Marketing & Recruitment » Created Job Efficiencies » More Folks Invested » In Hindsight…
What’s Next? » Engagement Studio » Personalized Messaging » More Programmatic Language » Continuous Testing – New Testing Environment » Expand Horizontally – More Variability •
Overall Drip to Last Longer
Communication Map
Questions?
California State University, Northridge University of South Florida Stephanie Harff
Jessie Revlin Karen Sabourin
Case Study: CSUN’s Automated Communication Strategy Jessie Revlin Director, Marketing & Communications California State University, Northridge
Karen Sabourin Associate Director, Marketing & Communications California State University, Northridge
Communication Before Marketing Automation » No Consistent Communication » No Personalization » No Program Specifics » No Lead Nurturing
Our Strategic Plan » Consistent Timing for Messaging •
Long Consideration Cycle
» Consistent Voice • •
CSUN Brand Best Practices
» Supplement Recruitment Efforts • •
Small Team = Limited Resources Marketing to Nurture Leads
» KPI’s – Translate to Applications Started, Submitted, and Conversion Rate
Messaging Strategy The Breakdown
» When to use what? • • •
Brand vs. Individual Text vs. HTML Drip vs. Templates
Messaging Strategy The Breakdown
» When to use what? • • •
Brand vs. Individual Text vs. HTML Drip vs. Templates
» Timing: • • • •
Initial Form Fill 3 Day 30/60/90/120 3 Week to Deadline
» Message Length & Content » Scheduling Tasks for Recruiters
Messaging Flow Chart
What Did We Learn?
Total Prospects
Average # of Submitted Applications per Cohort
Recruitment and Enrollment Outcomes
Email Results (CTR)
Application Completion Rate
INCREASE
CTR at Different Stages in Drip
Learning Outcomes » United Marketing & Recruitment » Created Job Efficiencies » More Folks Invested » In Hindsight…
What’s Next? » Engagement Studio » Personalized Messaging » More Programmatic Language » Continuous Testing – New Testing Environment » Expand Horizontally – More Variability •
Overall Drip to Last Longer
Communication Map
Questions?
