Personalization, Automation and Analytics: The New Essentials of Graduate

Enrollment MarketingPresented by:

Christine Sneva, Executive Director, Katz School, Yeshiva University

Michael McGetrick, Principal, Spark451

Abstract

� A new graduate school gives a unique opportunity to start from scratch in building the kind of marketing, communications and enrollment management strategies you've always wanted to––such was the case with the Katz School at Yeshiva University.

� At the same time, like a startup, you need to move quickly and efficiently to launch programs, gain attention and attract enrollment. You need to personalize communications to deliver very specific messages to the right people, and you need automation to do it at scale.

� This session outlines a strategic method to building a graduate marketing enrollment plan that takes a personalized approach to a wider audience and how analytics ties it together with a feedback loop for continuous improvement.

Outline

� Introduction [Christine to discusses her background. Introduces YU Katz founding and mission. Mike to introduce his background and relationship with Katz.]

� Background [Situation analysis. Organizational aspect. Resources pulled together. Counselors. Content. Operations. Data analysis. Marketing partner. Video. Internal and external resources chart. ]

� Analyzing Your Graduate Program Portfolio [Chart of the graduate program portfolio. Programs that we were given. Programs that were launching. Programs that were on deck.]

� Segmenting Your Audiences and Identifying Attributes of Interest [Discovery and persona development. Getting into agreement. Extending personas with data. Known attributes and interests of target audiences. Matching interests with program attributes and associated benefits.]

� Building Personalized Campaigns for

� Lead development - [Lead dev discussion and examples. Search. Event. Messaging. Etc. ]

� Prospect communications - [Dynamic content from eComm, SMS]

� Application completion - [Workflow based messaging based on stages.]

� Admitted Yield - [Messaging and microsites with personalized content.]

� Becoming a Conductor Rather than a Musician: Leveraging Automation to Deliver at Scale [Workflows]

� Essential Marketing Metrics for Efficacy, Forecasting and Projecting Challenges [Analytics and data warehouse]

Learning Objectives

� Create and implement an integrated, cross-channel target driven marketing strategy

� Personalize communications at scale using marketing automation through workflows

� Leverage marketing data for forecasting and efficacy

BACKGROUND

Katz School at Yeshiva University

BACKGROUND

� Yeshiva University, private institution with historical religious affiliation

� 2714 undergraduate

� 3,500 graduate enrollment

� Ellucian recruiter SIS

� Element451 admissions technology and CRM platform

� Katz School created to extend University’s reach to a wider audience

� Began with school-based management and moving to become centralized Graduate Enrollment Management operation

GRADUATE PROGRAM PORTFOLIO

Building graduate programs

GRADUATE PROGRAM PORTFOLIO

� Began with:

� MS in Marketing

� MS in Speech Language Pathology

� MS in Quantitative Economics

� Added

� MS in Enterprise Risk Management

� MS in Data Analytics

� MA in Mathematics

� MS in Biotechnology and Entrepreneurship

AUDIENCE SEGMENTATION AND PERSONA DEVELOPMENT

Defining the Audience

AUDIENCE SEGMENTATION

� Persona development exercise

� Using data to back-up personas

� Using personas as a foundation for digital marketing programs

BUILDING PERSONALIZED CAMPAIGNS

Graduate education is personal. Your marketing should be too.

GETTING PERSONAL WITH MARKETING

� Graduate education is personal and program-focused

� Your marketing needs to be too

� Build personalized campaigns for each program

LEVERAGING AUTOMATION

Setting it on Autopilot

AUTOMATING YOUR MARKETING

� Ensure that every student is receiving your full narrative in context

� Use workflows to setup communications programs and different points in cycle

CONCLUSION

Key Takeaways