Using EMT Connect to effectively manage the registration of on campus events. Ben Lee Senior Marketing Officer University of Wales Institute, Cardiff

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1 Using EMT Connect to effectively manage the registration of on campus events Ben Lee Senior Marketing Officer University of Wales Institute, Cardiff

2 Who we are (Quickly!) Located in Cardiff, Wales, UK Total # of Students: 12,000 Undergraduate: 4100 Defined as a Modern NEW University Established 1996 Roots date back to Academic Schools Cardiff School of Art & Design Cardiff School of Education Cardiff School of Health Sciences Cardiff School of Management Cardiff School of Sport

3 Why EMT Connect? We were using a functional, but a very non user friendly in house built system. We wanted to bring all our communication channels together (event registration, enquiries and prospectus requests) We recognised the need to improve the method of communication with our potential students across all communication channels. Clearer Communications (e.g. targeted HTML ) Embrace newer technologies (expectation of target audience e.g. SMS) Step away from using just traditional methods (e.g. letters)

4 From an Events Perspective Short Term Aims: To provide a clear and easy process of online event registration for students Avoiding the need to ask students for duplicate information (where possible) To provide effective confirmation of registration to maximise attendance Automated Personalised To provide students with the ability to manage their event registration Change/update event requirements online Cancel their registration if necessary Long Term Aims: To increase the number of registrations at each event To evaluate events and event communications more effectively Surveys To track conversion more effectively Applicants Enquirers

5 From an Events Perspective Background/Challenges: Diverse range of Open Days for potential students We organise approximately 25 programme specific Open Days per academic year We organise 2 general open days per academic year. We are spread across 4 campus locations in Cardiff Tailored information becomes more important At registration stage At confirmation stage

6 The Online Solution Stepped Interest Page. Handles all online event registrations (at Step 4.) Dynamic Open Days section only shown to full time undergraduate prospective students (identified at Step 3) Easy process of registration for the Student Lets take a look

7 VIP Page: Instant Event Registration Confirmation

8 Offline Registration Customised View (Contacts Tab)

9 Registration Confirmation Personalised Confirms all event details Attribute based. Scheduled to run every 24hrs for prompt confirmation Watched Attribute based Reinforces how to manage the registration SMS Confirmation Scheduled to run every 24hrs Same filter as used for s Hi {#First Name#}, this text confirms your UWIC open day registration, check your for more details. We'll see you soon!

10 Filter: Confirming Registration (via and SMS) Group 1: Identifies the Current Events (Open Days) available. Group 3: Catches all new contacts every 24hrs who register. Group 4: Catches all existing contacts every 24hrs who register through the use of watched attributes.

11 2 Week Reminder Scheduled Runs 2 weeks prior to each event to re confirm all details and schedule for the day. Letter equivalent also generated and mailed out SMS Reminder Scheduled Encourages students to check their Hi {#First Name#}, Please check your for the latest information about your UWIC open day registration. We'll see you soon! SMS Also sent out the morning of each event

12 Filter: Live Registrations (used for 2 week reminders and Registers ) Filters (as above) are built for each event which allows us to monitor the number of registrations. Export jobs are scheduled to run the day before each event (based on above filter) for a register of attendees to be used on the day.

13 Cancelled Registration Scheduled to run every 24hrs Watched Attributes Encourages students to reregister when convenient

14 Filter: Confirming Cancellation (Watched Attributes) Connect looks at whether an Open Day Title reverts to empty (NA).

15 Event Promotion Targeted Promotional Campaigns Data captured from interest page (at step 3) Applicant Data (conversion) Filters will determine if someone has already registered or not.

16

17 Event Evaluation: Surveys: sent to all who have registered Link to purpose built Survey in Connect for each event Allows us to monitor success of each event and feedback to relevant staff Communication Plans: Specific Plans for events Track and evaluate communications.

18 Track and evaluate communications for open days through communication plans

19 Evaluation and Future Plans Targeted Communication Plans for each Academic School with regard to Open Days Easier to manage, monitor and report on communications Maintain Open Day brand image but tailor for each academic school Connect Allows us to do this with filters. Event Promotion and Confirmation (examples below and on next page) Cardiff School of Education General Open Day Branding (ALL Schools) Cardiff School of Health Sciences Cardiff School of Art & Design Cardiff School of Management Cardiff School of Sport

20

21 Thank You Any questions?

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