using personalized video to enhance recruitment€¦ · backpack to briefcase video sent in an...

USING PERSONALIZED VIDEO TO ENHANCE RECRUITMENT

THE COMPETITIVE GRADUATE RECRUITING SITUATION

VSB generated a similar amount of responses to prospective students in comparison to our competitors. We responded with fairly similar content, focusing primarily on offering additional information, event invitations, and a description of our offerings.

ON AVERAGE, SCHOOLS IN OUR COMPETITIVE SET GENERATE:

BY COMPARISON, VSB GENERATES:

5.2Emails

5Emails

1Avg. Emails/Week

1Avg. Emails/Week

0Print Materials

0Print Materials

COMPETITORS TOP TOPICS OF COMMUNICATION:

VSB’S TOP TOPICS OF COMMUNICATION:

1. Description of Offerings

2. Event Invitations

3. Additional Information

(Brochures/Videos)

1. Additional Information

(Brochures/Videos)

2. Event Invitations

3. Description of Offerings


Competitors TotalEmails

Emails/Week Email #1 Email #2 Email #3 Email #4 Email #5

Competitor #1 10 2 Description of Offerings

Description of Offerings

Event Invitation

Invitation to Apply

Description of Offerings (#5),Invitation to apply (#6),

Description of Offerings (#7),Descriptions of Offerings (#8),

Event Invitation (#9),Invitation to Apply (#10)

Competitor #2 7 1.4 Follow/Subscribe Description of Offerings

Invitation to Apply

Event Invitation

Event Invitation (#5),Testimonial – Faculty (#6),Testimonial – Alumni (#7)

Competitor #3 6 1.2 Additional Information




Description of Offerings (#5),Testimonial – Faculty/

Students (#6)

Villanova School of Business 5 1 Additional

InformationAdditional

InformationEvent

InvitationDescription of Offerings

Event Invitation

Competitor #4 5 1 Additional Information

Additional Information

Event Invitation


Event Invitation

Competitor #5 2 0.4 Additional Information

Event Invitation

Competitor #6 1 0.2 Description of Offerings


2019 COMMUNICATION PLAN FOR ACCEPTED EARLY ACTION & REGULAR DECISION STUDENTS

GOAL: AUDIENCE:

Encourage the best and brightest students to attend VSB

Accepted high school seniors and their parents

DEC JAN FEB MAR APR MAY

EARLY ACTION CANDIDATES

Acceptance or deferral

(Jan 10)

Invitation to EAC Day (1/11)

Email to students & postcard to parents from Dean. Focus is

values and mission. (1/14)

Postcards from current VSB students (1/16- 1/31)

Senior Exec letter from Susan Wolford BMO, Capital Markets Corp.

(1/21)

Personal videos emailed to students

(1/28)

Global Citizens Letterfrom AD

(2/7)

Early Action Candidate Day (Feb 8-9)

Email to students & ROI postcards to parents

(2/4)

Email to students with video who did not attend EAC Day

(2/11)

Email to students with link to Dean’s video

(3/4)

Backpack to Briefcase video sent in an email

to parents(3/18)

Letter from Kevin Rafferty (3/18)

Email to Honors Students(3/25)

Faculty emails (deadline 4/1)

#BeingVSB video sent in an email

(4/8)

Email to students & internship postcards to parents from Dean

(4/15)

Chinasa video sent in an email

(4/24)

Deadline(5/1)

REGULAR DECISION

CANDIDATES

Accept or deny(end of Mar)

Invitation for Candidates Day(early Apr)

Candidate Day(TBD)

Email to students with link to Dean’s video

(4/8)

ACROSS BOTH GROUPS

Email from Dean (4/25)

2019 COMMUNICATION PLAN FOR ACCEPTED EARLY ACTION & REGULAR DECISION STUDENTS

ORANGE – DIRECTED TO STUDENTS | BLUE – DIRECTED TO PARENTS | GREEN – SENT FROM ADMISSIONS

EARLY ACTION COMMUNICATIONS

THE START OF SOMETHING BIG

Choosing a college is among the most important milestones for a family. Fit is critical. Let me highlight a few reasons why the VSB experience is like no other. Your student will be:

• Challenged by a rigorous curriculum that merges theory and practice to foster analytical thinking, innovation, and an ethical, global perspective

• Supported by world-class faculty who are as passionate about their scholarship as they are about teaching and the success of their students

• Embraced by our community where the Augustinian values of truth, caring, community and service cultivate an environment of respect and responsibility

Above all, our students graduate prepared to lead and drive positive change throughout the world. Over 98% of our students report successful placement within six months of graduation. It doesn’t get much bigger than that!

We look forward to welcoming your student as part of the VSB class of 2023.

THIS IS BIG

Joyce E. A. Russell, PhDThe Helen and William O’Toole DeanProfessor of Management

Villanova School of Business800 East Lancaster Avenue

Villanova, PA 19085

EARLY ACTION COMMUNICATIONS

98.1% SUCCESSFUL PLACEMENT RATE

RISE TO THE TOP WITHINTERNSHIPS

As a parent, you can’t help but wonder about the value of your student’s education. At the Villanova School of Business, our numbers say it all:

Our graduates report a 98.1% placement rate with six months of graduation. They also enjoy:

• An average starting salary of over $63,000• Access to leading employers such as Deloitte, EY, Goldman Sachs,

Google, McKinsey, Johnson & Johnson, KPMG, PwC, and Ogilvy, among others

• Opportunities for ongoing education and advanced degrees from prestigious universities

What’s more, with rigorous academics, opportunities for innovation, strong ethics, as well as hands-on learning and service experiences, VSB will prepare your student to think critically and lead responsibly. I look forward to welcoming your child to VSB.

OUR NUMBERS TELL THE STORY



Villanova, PA 19085

As a parent, you know the best learning happens outside the classroom. At the Villanova School of Business, our curriculum focuses on experiential education and internships play a key role.

Nearly 98% of our students complete at least one internship during the course of their studies, which often leads to full-time opportunities. To help students secure the right internship for their goals, VSB offers:

• The Rise to the Top: Internships & CoOps Educational Series, which prepares our students to actively participate in the internship search process.

• Access to Handshake, a career-management system that helps student identify relevant opportunities based on their interests and search activity.

• International internships that enable students to incorporate a work experience into a study abroad program.

I hope your student chooses to grow through this experience as a part of the VSB class of 2023.

GROWTH COMES FROM EXPERIENCE



Villanova, PA 19085

PERSONALIZATION AS A COMPETITIVE ADVANTAGE

• 90% of U.S. consumers find the concept personalization very or somewhat appealing1

• 94% of senior-level executives believe delivering personalization is critical or important to reaching customers2

• Marketers that deliver personalized web experiences are getting double digit returns in marketing performance and response3

1 https://www.statista.com/topics/4481/personalized-marketing/2 https://digital.pwc.com/data-driven-content-marketing3 http://brandpublishinginstitute.com/PublishOrPerishWebinar.mp4


• 79% of consumers say they are only likely to engage with an offer if it has been personalized

• 88% of U.S. marketers reported seeing measurable improvements due to personalization – with more than half reporting a lift greater than 10%1

• Cracker Barrel, GIA, and Walgreens are examples of retailers who are adopting personalization2

1 https://blog.rrdonnelley.com/personalization-statistics/ 2 https://adage.com/article/epsilon/personalization-evolve-2018/312048/

WHAT PERSONALIZATION TACTICS DO RETAILERS WORLDWIDE USE?

EMAILS TRIGGERED BY ONLINE BEHAVIOR

RECOMMENDATIONS BASED ON ONLINE BEHAVIOR

SEGMENTATION BASES ON DEMOGRAPHIC BEHAVIOR

OFFERS TRIGGERED BY ONLINE BEHAVIOR

EMAILS TRIGGERED BY OFFLINE BEHAVIOR

CATEGORY PAGE RESULTS BASED ON ONLINE BEHAVIOR

SEARCH RESULTS BASED ON ONLINE BEHAVIOR

RECOMMENDATIONS BASED ON OFFLINE BEHAVIOR

OFFERS TRIGGERED BY OFFLINE BEHAVIOR

DATA MANAGEMENT PLATFORM (DMP)

NONE OF THE ABOVE

OTHER

57%55%

34%34%

25%

20%

16%13%

9%7%

6%1%


• Consumers are increasingly accustomed to personalized experiences (ex. Amazon recommendations) and expect some sort of personalization. Personalization can create a smoother purchase for consumers and more revenue for companies.1

1 https://adage.com/article/digitalnext/responsible-personalization-brands-build-trust/299843/

PERSONALIZATION AS A COMPETITIVE ADVANTAGE IN HIGHER EDUCATION

more likely to enroll than accepted students who hadn’t viewed a video.12Accepted students

who viewed their personalized video were

T I M E S

PERSONALIZED VIDEO

Data-driven videos with dynamic content that is tailored to each individual recipient.

TRADITIONAL VIDEO PERSONALIZED VIDEO

One message Many people One message One person

PERSONALIZED VIDEO

Higher engagement rates

OPEN RATES CLICK THROUGH RATES

CONVERSION RATESRETENTION RATES

BENEFITS

+55%

+68%

+74%

+80%

PERSONALIZED VIDEO

Personalized Video merges data and video to deliver exceptional experiences that wow prospects and produce higher and more measurable ROI.

CASE USES IN HIGHER ED.

Enrollment Retention Advancement

ELEMENTS OF A PERSONALIZED VIDEO CAMPAIGN

1. Data source


2. Video Content

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5


3. Hosting


4. Deployment


5. Action Buttons

SCHEDULE A CAMPUS TOUR

CONTACT YOURADVISOR NOW

ENROLL ME!


6. Reporting Metrics

CREATING THE CAMPAIGN

The team Planning Production Post-Production Hosting

Marketing

Data Mgt

Production

Strategy

Creative

Scriptwriting

Shooting for PV Editing for PV

Rendering

Replication

Transcoding

Player page

CREATING THE CAMPAIGN

DEPLOYMENT

Delivery Modes

BATCH

INCREMENTAL

ON DEMAND

DEPLOYMENT

RESULTS METRICS

Correlation Analysis 2018 Villanova Campaign

RESULTS

RESULTS

to enroll than those who didn’t watch one.140%Accepted students

who watched their Personalized Video were

M O R E L I K E L Y

Personalized Video is a strong predictor of intent.

CONCLUSIONS

• What we’ve learned

• Privacy Concerns

• Other applications in Higher Ed

• Drip Campaigns

• The future

• Next steps at VSB

Q & A

Cathy TonerDirector of Communication and Marketing

Villanova School of [email protected]

Bill HaleyPresident

Allied [email protected]

using personalized video to enhance recruitment€¦ · backpack to briefcase video sent in an...

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