enroll and advance students with engagement marketing

Enroll & Advance Students with Engagement MarketingVidya ChadagaDirector, Product MarketingMarketo

Patsy TorresSenior Associate Director,

Digital Marketing & CommunicationsGeorge Washington University

@vidyapc @marketo

#MKTGnation

For this hour…- Current Landscape- Engagement Marketing for HigherEd- Engagement Marketing in action

- Fireside chat with Patsy Torres- Q&A

Declining Enrollment

Dwindling Retention1/3rd of all students change institutions at least once during the course of earning their degrees

High Time to Degree Completion

Only 59% of first-time full-time students entering America's colleges and universities graduate within 6 years

Increased Competition & Tight Budgets

“The majority of four-yearprivate institutions said their 2013–2014 recruiting/admissions budgets were either declining or staying the same.”

Changing Student Behavior

80%of a student’s journey

today is self directed2

2900marketing messages per day vying for your student’s attention1

87%of students demand

a meaningful experience with a brand/school3

1. SuperProfile 2. Forrester 3. Edelman Research

In this new digital era, we need to deeply engage

all students and alumni

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Enrollment

ProgressAdvancement

Student Engagement Lifecycle

- Class Selection- Register for extra-curricular -Internship /apprenticeship application- Event Participation

- Graduation- New courses- Career Selection- Donor activities- Alumni activities- Interest & candidacy

- Enquiry, info request- Application- Registration- Acceptance

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ENGAGEMENT MARKETINGBuild personalized and lifelong relationshipsEngage students and alumni -

#1 – As Individuals

#2 – Based On What They Do

#3 – Continuously Over Time

#4 – Directed Towards An Outcome

#5 – Everywhere They Are

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#1 – Engage Students As Individuals

#2 – Engage Students Based On What They Do

#3 – Engage StudentsContinuously Over Time

#4 – Engage StudentsDirected Towards An Outcome

#5 – Engage StudentsEverywhere They Are

Page 17

“Marketo has really changed my job completely, and has really changed my team and how we work. We're able to mobilize a lot faster and have that flexibility”

““Marketo was just so user friendly for us. And we've been able to do in the system within the past year, I never would have imagined”

“”Marketo enables use to easily build smart programs that engage with students based on their behavior, ensuring each student is getting the most relevant information”

“Life before Marketo was like being in the dark ages. Marketo has put us into the modern era of marketing”

“In Marketo, you can do anything you can possibly think of”

“Marketo gives us what we need to keep students engaged and move them through the funnel to conversion, just one Marketo campaign contributes to $30MM”

Thriving on Engagement Marketing

Identify which campaigns generate most applications

Significant efficiency gains for the admissions team

Lead scoring to identify qualified prospective

students

GWU School of Business Leverages Marketo for Insight into Full Student Lifecycle

“Marketo offers the tools we need to create a seamless, engaging and

interactive experience for potential students. With a single view of all of our

activities, we can now identify which campaigns and channels generate the

most applications and enrollments.”

– Patsy Torres, Senior Assistant Director, Graduate Admission

Time for a fireside chat…

What was the motivation behind marketing automation at GWU

School of Business?

Engagement Marketing

• Nurture Campaigns• Targeted

Communications • Lead Scoring

Student Lead Lifecycle

Prospect Engaged MQL SQL Submitted Application

How has marketing automation changed how you do business at the

GWU School of Business?

Online Advertising

Nurture Campaigns

Targeted Communications

300%+

3X

57%

Improving efficiencies has always been a goal for you;

how did marketing automation help you on that quest?

Events @gwbusiness• Over 100 In-Market

Events• Registration • Email Communication• Data tracking

Lead Volume

Lead Volume0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

20142015

Scaling @gwbusiness• Master of Accountancy• Master of Science in Business Analytics• Master of Science in Finance• Master of Science in Project Management• Master of Science in Information Systems

Technology• Master of Tourism Administration• Master of Science in Government Contracts

Can you describe some key success metrics

since implementing marketing automation?

Customization

Leads

Gained Efficiencies

• Events• Data Translation• Dynamic Content• Nurture Campaigns

What advice would you give fellow marketers in Higher Education?

1. Identify effective marketing investments

2. Track student behavior across the lifecycle

3. Engage students beyond enrollment

Tips from Patsy

GWU Success Story

Page 43

Thank You

Page 44

Enroll & Advance Students with Engagement Marketing

Vidya ChadagaDirector, Product Marketing@vidyapc

Patsy TorresSenior Associate Director, Digital Marketing

and Communications

Appendix

Marketo Company Overview

#1 independent marketing platform:• Innovative digital marketing platform

• Fastest growing marketing technology company

• Customer system of record, 1B leads, 220B+ activities

Top rated by Analysts including Gartner, SiriusDecisions and Forrester

Marketing First• Helping marketers master the art and

science of digital marketing

• Unparalleled expertise

4300+ customers across 20+ industries in 41 countries

Engagement Marketing Platform

Integrations

CRM

HigherEd CRM

ERP OfflineMobile Email SocialWeb

MarketingEcosystem

(400+ Partners)

Paid

Customer System of Record

Planning & Management

Actionable Insights

Marketo Connections

Engagement Marketing

The Most Complete Ecosystem of Marketing Solutions

400+ Partners across20 categories

EngagementMarketingPlatform

Build durable relationships that drive long-term retention, loyalty, and advocacy

Lifelong relationships

Personalized conversations across channels

Continuous campaigns

Stra

tegi

c Va

lue

Engagement Marketing Maturity

A Partner Through the Complete Journey

Point in time single channel campaigns

Scale marketing efforts through automation

Quickly execute targeted campaigns

Communicate with students as individuals wherever they are