Marketing Trends & Strategies

Providing Transparency & FlexibilityFor a New Generation of Student Finance

Patrick Kandianis, CEO, patrick@pay.4eudcation413-244-0130

ACQUISITION ON A TIGHT BUDGET?

1. BE THE EXPERT2. GO WHERE THE FAMILIES ARE3. GUERILLA MARKETING

RHODE ISLAND STUDENT LOAN AUTHORITY

WHY DO WE NEED (DIGITAL) MARKETING?

• Because that’s where your potential customers are!• More importantly… that’s where your competitors are

• It costs LESS than traditional marketing and reaches a larger audience

• Flexibility that can be monitored and tracked

• Users can interact with the content and business

• Supplements traditional marketing

SOCIAL MEDIA

• Content calendar is key!

• Posting regularly will give you a higher reach

• Facebook is peaking

• Instagram is growing, rapidly

PAID ADVERTISING (THAT’S AFFORDABLE)

• 4 billion people are using the internet

• Don’t just sell a product, “sell” content like calculators and guides

• Find what works (hint: it’s not always going to work as planned)

• Video, video, and more video• 73% of Americans engage with YouTube

EMAIL MARKETING, IT’S HERE TO STAY

• In a recent focus group, 61% of participants said they prefer email communications

• Recipe for a good email:

1. Enticing headline

2. Right message, to the right audience, at the right time

3. Personalization

• Email is often the “final trigger” to motivate an action

PROVIDING USEFUL INFORMATION

• Guides

• Blogs

• Calculators

GIVING A GREAT USER EXPERIENCE

• Updated website

• Responsive on mobile

• Keep your visitors formore than 10-20 sec.

• Drive message home

MOST RECENT CAMPAIGN

• FAFSA Completion Initiative

• Goal of 70% completion set by Gov. Raimondo• As of March 1, RI was #4 in the country with an

overall completion rate of 53.4%

• How did we get there?

Our Why, How and WhatWHY WE EXIST, HOW WE ACHIEVE OUR VISION AND THE SOLUTIONS WE PROVIDE

Encoura Data Lab:Our enrollment platform, exclusive to NRCCUA members, that combines data science & analytics, predictive modeling, omnichannel enrollment services and Eduventures research & advisory services

Encoura:Our approach to helping members make smarter, data-driven decisions

NRCCUA:A membership organization supporting better outcomes for students and institutions

Eduventures Research:Eduventures Research provides primary research, analysis, and advisory services to support decision-making throughout the student life cycle. One of many modules to come.

myOptions:Provides free post-secondary planning services to students, parents and high school professionals

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Marketing Trends and Strategies

DATA

• Where does it come from?

• How do you select the correct data?

• How do you evaluate success?

• What does the future hold?

Research• Prospective Students

• Admitted Students

• Adult Learners

• Mindsets and Indices

Digital

OMNICHANNEL APPROACH

Behavioral Audience Targeting Reaches Parents

Within a specific zip code cluster, town, DMA or state

Wherever they are

Via a mobile network that reaches 2 out of 3 devices in the US

Custom Audience & Targeting Drives Decision Among Kids & Parents You Know

Your prospect lists are matched to their mobile, social and digital IDs

Reach students wherever they are

Via their mobile device ID, Facebook and Instagram account IDs and via their home IP address.

Mobile Location Based Targeting Cultivates New Leads

High Schools, Community Colleges, Events, Employers can be geo fenced in your target marketing area and new leads cultivated and directed to your website.