enroll and advance students with engagement marketing
TRANSCRIPT
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
Page 10
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
Page 11
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
Page 12
#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