Moving Beyond Mailmerge. The personalized admission journey!

Transcription

1 Moving Beyond Mailmerge The personalized admission journey!

2 111 slides in 60 minutes... Ready. Set. Go!

3 Peter Baron Senior Product Marketing Manager Blackbaud K-12

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8 Brendan Schneider Director of Advancement Sewickley Academy

9 The goals for today s talk! Let's face it, sending bulk letters no longer cuts it. Families are getting personalized communications from all over the web. Buying books, reading news content, you name it, organizations understand they need to deliver the right information at the right time in order to win the hearts & minds of their customers. Personalization is the key. Our goals for today: 1. Understand how companies large and small are utilizing marketing personalization to win customer business and build loyalty. 2. Explore how private schools are using a variety of approaches to personalize the admission experience by strategically developing and delivering helpful parent focused content.

10 inquire, apply, enroll choose courses excuse an absence adding courses get a statement pay tuition register for events get a homework assignment hand in a homework assignment watch a video download a photo buy a sweatshirt learn about grades make a gift re-enroll for next year

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14 1.2 million searches in January 2015!

15 Competition is fierce Full pay vs Financial Aid

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17 But why does this matter? 1. Consumers spend an average of 79 days gathering information before making a major purchase % of buyers want different content at each stage of the product research process. Consumers want their questions answered. Source: Source:

18 7 touches

19 We ve never had more options!

20 Context

21 Buyer s Journey Source:

22 Is your marketing school centered or parent centered?

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26 $150 billion in % of the global online market and 13% of the global travel market + Combined, the two sell 36 million hotel rooms per month. 315 million monthly unique visitors Source:

27 The Business Traveler - Visits a number of cities each year. - Wants to know the most comfortable places to stay with good business services (solid wifi, etc). - Interested in exploring the area during downtime. - Conducts longtail searches for best business hotels. - Compiles list of hotels based on area and proximity to work commitments. - Wants to use a service that offers a compelling loyalty program. - Whittles down the list of possible hotels and services. - Ready to make a purchase.

28 The Business Traveler Potential asset library - SEO - Local Search - Blog content - White papers - Directory sites - PPC - Hotel listings & recommendations - Reviews - nurturing - Re-marketing - Pricing promotions - Social Media - Loyalty programs - Price - Purchasing process

29 Let s make it personal!

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34 How can we help?

35 We need to shift our thinking from focusing on one's school to focusing on your customers. Brendan Schneider Director of Advancement Sewickley Academy

36 Content & Services SEO PPC REMARKETING SOCIAL MEDIA LANDING PAGES/CTAs NURTURE CAMPAIGNS

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40 Wants to know the most comfortable places to stay with good business services (solid wifi, etc). Interested in exploring the area during downtime.

41 - Conducts longtail searches for best business hotels. - Compiles list of hotels based on area and proximity to work commitments. - Wants to use a service that offers a compelling loyalty program.

42 - Hotel listings & recommendations - Reviews - nurturing - Re-marketing - Pricing promotions - Social Media

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50 Here s where it gets interesting...

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52 Remarketing When it comes to convincing the people who visit your site to take action and convert, one visit is typically not enough. Remarketing gives you a chance to bring back indecisive customers with tailored ads and offers that relate to the experience they had on your site. With remarketing, you get another chance to close the deal. Source:

53 Remarketing Source:

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58 Remarketing - they followed me all over the web!

59 Conducts longtail searches for best business hotels. Compiles list of hotels based on area and proximity to work commitments. Wants to use a service that offers a compelling loyalty program.

60 - Whittles down the list of possible hotels and services. - Ready to make a purchase.

61 - Price - Purchasing process

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64 Price Purchasing process

65 Price Purchasing process

66 The Business Traveler Potential asset library - SEO - Local Search - Blog content - White papers - Directory sites - PPC - Hotel listings & recommendations - Reviews - nurturing - Re-marketing - Pricing promotions - Social Media - Price - Loyalty programs - Purchasing process

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69 Chuck English

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72 Parent Experience Journey

73 Parent Experience Journey 1. Discovery & Recruitment 2. Onboarding 3. School life & retention 4. Staying Connected

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77 First Contact The most likely first points of contact with your school are its website, social media platforms, and in some cases, a phone call. This means that each of these channels should reflect the experience that a parent can expect for their child and themselves.

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79 "Our goal in is to provide parents with helpful content before they even know they're searching for a private school." Scott Allenby Director of Communications & Marketing Proctor Academy

80 But why?

81 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. 78% of consumers believe that organizations providing custom content are interested in building good relationships. Companies with an active blog generate 67 percent more leads per month. Source: Source:

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83 Parent focused content that helps to solve problems.

84 The rumors are true; boys account for the majority of learning disabilities, discipline referrals, high school dropouts, and low grades. With all of the improvements we ve made to education over the decades, why are male students still not getting what they need out of traditional education? Source:

85 Support for Boarding School Parents Why Not Boarding? ly/darlington-why-not-boarding 8 Tips to Help You Ace Your High School Scholarship Interview

86 Landing pages received 12,045 visits during the year and a total of 629 submissions. 629 submissions yielded 272 new contacts for admission and advancement. This is a 7.5% conversion rate. 194 of the new contacts were admissions leads. 27 became new customers/enrolled students for the school year. This is a 9.9% lead-to-customer conversion rate. 100% of the total 167 newly enrolled students/customers for were touched by inbound marketing efforts throughout the admission process ( marketing, automation, social media). 56 of the 167 total new customers for filled out a form/downloaded a piece of content at some point in their admission process.

87 "In our transition to a more inbound marketing strategy at Darlington School, we have been purposeful in creating content that solves problems and/or answers questions that prospective parents and students may have during the admission process. Tannika Wester Director of Communications Darlington School

88 "These content offers, made available on landing pages once a visitor fills out a simple form, have become critical not only in garnering new admission prospects for Darlington, but also in nurturing (providing relevant content) to those who have already started the admission process. Tannika Wester Director of Communications Darlington School

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90 "For us, we did not necessarily want to focus on increasing the size of our admissions funnel (SEO, etc.), but rather we saw the biggest opportunity focusing on the nurturing process. " Scott Allenby Director of Communications & Marketing Proctor Academy

91 "In order to get a family into the funnel, we overhauled our inquiry process and stripped it of many details that populated it prior. We got down to business and said, what information do we need to capture right now to help nurture this family? " Scott Allenby Director of Communications & Marketing Proctor Academy

92 "The most effective part was that we were able to capture information on what people were interested in early in the admissions process and feed them content specific to THEIR journey, not a generic admissions journey. " Scott Allenby Director of Communications & Marketing Proctor Academy

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95 Inquiry Off-Campus Academics Arts Academic Support Athletics Snow Sports Student Life College Counseling Each branch provides information tailored to the specific interest of the inquiring family. Goal/Call to action = Campus Visit

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98 44% increase in applications over Proctor s five year average (that is not the most telling in terms of their marketing strategy s effectiveness). What is most telling are these three statistics that really tell Proctor how effectively they re nurturing families: 57% of inquiries visited campus (44% 5 yr avg) 92% of visits to campus resulted in applications (82% 5 yr avg) 5% +/- increase in yield

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102 "Our personal video acceptances provide an example of the type of personal relationship we hope to develop with a new student and their family when they matriculate at Dublin School." Brad Bates Head of School Dublin School

103 "Working on the videos is a powerful experience for me for it creates an opportunity for the admission team to share stories with me about the accepted students, giving me the chance to get to know the students even more closely before they arrive in the fall." Brad Bates Head of School Dublin School

104 "We believe that the acceptance videos have had a strong impact on our admission yields, helping us to fill the school with mission appropriate students for all six years we have used them. " Brad Bates Head of School Dublin School

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109 </presentation> Peter