Incorporating Intelliworks into Your Conversational Marketing Strategy
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Transcript of Incorporating Intelliworks into Your Conversational Marketing Strategy
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Incorporating Intelliworks into Your Conversational Marketing Strategy
July 14, 2009Intelliworks User Conference
Philadelphia, PA
Terry L. Grant, AVP, Enrollment ManagementCorinne Glenn, Systems and Training Manager
Jason Smith, Admissions Team ManagerAmerican Public University System
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APUS – Who we are.Service. Leadership. Relevance in a global society.
These values define our mission at American Public University System. They guide how we educate and support more than 45,000 distance learners studying in 50 states and more than 100 countries. They shape the growth of our two institutions, American Public University and American Military University.
100% online; offering more than 70 undergraduate and graduate degree programs, including homeland security, intelligence, criminal justice, and emergency management.
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Growth at APUS
2007 2008 20090
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Civilian
Military
Growth Rates By Segment
2007 2008 1Q ‘09A
Civilian 33% 55% 54%
Military 50% 35% 35%
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Why talk about conversational marketing?The role of the prospective student in
marketing and recruitment has changed.The old enrollment funnel is gone. Student
recruitment is no longer a neat, linear, predictable process driven by the college or university.
The student now drives recruitment and enrollment processes and receives messages about your institution from other sources. Even more true for adult and online learners.
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The New Enrollment Funnel
Source: 2008, Noel-Levitz
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Characteristics of Conversational Marketing1.Markets are conversations.
2.Markets consist of human beings, not demographic sectors or target groups.
3.Conversations among human beings sound human. They are conducted in a human voice.
4.Whether delivering information, opinions, or perspectives, asking questions or telling jokes, the human voice is typically open, natural, genuine.
5.People recognize each other…as such from the sound of someone’s voice or style of writing…
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In a nutshell…The basic premise is that market initiatives
should no longer be linear – yes, indeed, the old enrollment funnel is gone.
The concept of creating and pushing marketing messages to prospective students must give way to a more iterative approach to marketing through conversation creation, participation and refinement -- and repeat as necessary. That is conversational marketing.
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How IHEs are participating
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Picking up where marketing left off – how admissions teams fit inParticipating as a person and not a marketerEstablishing conversations, not sending
messagesCultivating relationshipsSpeaking with people not audiencesHumanizing the interactionBecoming a resource, not a sales person Speaking with a human voice
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How does Intelliworks fit in?• Facilitates relationship-building • Enables university staff to follow-up with
students that are genuinely interested in your school
Enables greater personalization with students
Provides cost-savings by not requiring one-to-one communication with every student
Allows your team to “repeat as necessary”
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Humanizing the interactionAlisa Kerns has always had a desire to help others and a passion for education; these traits lead her to APUS and the Admissions office. Just like all of the students she helps today, Alisa received her Bachelor's degree 100% online, while juggling work, school and family. Her education, work experience, and customer service background allow her to truly understand and provide the support and guidance needed for her students. She genuinely understands the concerns you may have about going back to school after years away from academics or your ability to manage time. She is dedicated to listening to, educating and advocating for all new and prospective students.
Thanks again for your interest in APUS. We look forward to helping
you achieve your academic and career goals!
Phone: 304.724.3785 E-mail: [email protected]
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Corinne…The ultimate goal of the Admissions
department and what life was like before Intelliworks
How Intelliworks is configured and used to engage prospects and students in ongoing conversations – and used by multiple functional units at APUS
The future with Intelliworks
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What is the Role of the Admissions Representative?
Traditional idea of providing information, proposing options, and overall guidance to prospective students to assist them in making an informed decision about enrollment.
APUS breaks from tradition in focusing on new applicants through the enrollment process by providing continuous assistance, serving as liaisons with other departments, and ensuring the new applicant has everything they need to be successful.
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GoalsIncrease the conversion rate of prospective
students to new applicantsIncrease the conversion rate of new
applicants to registered studentsCreate a personalized experience for the new
applicantEvaluate different methods and avenues to
engage the new applicant on a more individualized level without sacrificing efficiency and time
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Life Before IntelliworksThe desire to build relationships with each new
applicant on an individual basis faced many constraints:
• Reviewing individual records and contacting each new applicant was near impossible given minimal staff and increasing volume.
• Available queries were useful to some extent, but were representative of major populations and were not narrow enough to allow the desired relationship with the new applicant and the ability for ongoing conversation.
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Implementation of IntelliworksCustomized report built from student
information database capturing all pertinent information about new applicant
Creation of contact fields including information on who the new applicant is and where they are at in the enrollment process
Record creation and update was based upon customized report allowing for most up to date information regarding new applicant activity
Creation of individualized communication to engage the new applicant on a personal level
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Intelliworks TodayConversion Rates of new applicant to
registered student has increased significantlyAdmissions Representative performance and
productivity has increased across the boardEmail templates, list views, campaigns,
communication plans, and reports have allowed the Admissions Representative to Work Smarter, Not Harder
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Intelliworks TodayImplementation of Intelliworks CRM has
been adopted by the Financial Aid Helpdesk, allowing each Specialist to provide the same individualized approach to every financial aid student
The Law Enforcement Outreach team utilizes Intelliworks to enter new leads giving them the ability to track each lead more efficiently and take away the need for messy spreadsheets.
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The Future…Continue to analyze current communications
and processes to increase conversion ratesIncorporate the same one on one approach
with prospective students through Intelliworks
Implementation of the Intelliworks API allowing the Student Information Database to push information to Intelliworks daily
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Jason…Continuing the conversation when a relationship has not yet been established:The Challenge - Continuing the conversation
itself or continuing to try to establish a conversation
The Solution – Drip MarketingTesting, planning, and incorporating
Intelliworks into a Drip Marketing strategyLooking toward the future
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Continuing the Conversation: The ChallengeEnsuring that the conversation and the
relationship continued after a prospect or applicant had taken the initial step faced many constraints:
Prior to Intelliworks, the timeline for prospect and applicant follow-up had specific end dates
The sheer volume of new prospects and applicants posed a challenge for follow-up with prospects and applicants who had not responded or taken the next step within a set time frame
Lead Cultivation – Time is not always on your side
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The Solution – Drip MarketingWhat is Drip Marketing?
Drip marketing is a direct marketing strategy that involves sending out several communications over a period of time to a subset of “leads”
“Law of 29”A “prospect” will not become a “client” until
they have viewed an Institutions marketing message at least 29 times.
The need to remain “top of mind” and engaging
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Where to Start?Developing a Productive Drip Marketing
Campaign:Step 1: Develop the planStep 2: Strategize the Execution of the planStep 3: Decide who the target isStep 4: Create consistency with each message
Methods:PostcardsNewslettersEmails
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Incorporating Intelliworks – Communication PlansCommunication Plans
Allows systematic scheduling of email campaigns to be delivered to a target group at a predetermined time period
EfficiencyContinuing the conversation and becoming
part of the recipient’s communityTarget very specific groups with relevant,
personalized messages to engage in dialogue Entry and Exit rules to manage campaign
inclusions and exclusion
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Testing and PlanningAB Message Testing
Informal, more conversational, messageDirect message
Creating and Testing Trial PlansExtensive testing phase
Choosing the target groupsProspectsApplicant
Tracking the SuccessOpt OutExit Rule
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The ResultsContinuing the conversation while
maintaining an emphasis on personalized communications and, relationship building
Ability to remain “top of mind” and engaging to those prospects and applicants whom we, in the past, may have lost contact
Reaching and furthering our goals to create a personalized experience while maintaining quality, maximum efficiency, and time management
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Questions?