“INTERESTED-ENGAGED-COMMITTED”

REDEFINING YOUR ENROLLMENT MARKETING WITH EMAIL STRATEGY

Regis University Enrollment Marketing

REGIS UNIVERSITY

Colorado’s Jesuit University

SITUATION

09-10 10-11 11-12 12-13 13-14

Nichola Dutcher

Nichola.dutcher@theprimacy.com

Primacy

Inbound Marketing Lead and Strategist

INTRODUCTIONS Tweeting?

#eduweb16

@NicholaDutcher

@thePrimacy

• Changed the view of typical

Enrollment Marketing funnel

• Redefined by streamlining

Interested-Engaged-Committed

• Converted prospects to students through an

effective lead nurturing strategy

WHAT WE’LL COVER

Apples to apples, right?

TRADITIONAL VS. NON-TRADITIONAL STUDENTS

I want to go to college.

Which college do I want to attend?

TRADITIONAL PROSPECTS

Do I want to go back to school?

It’s too expensive.

I have a family to support.

I just got a new job.

I don’t have time.

ADULT LEARNER PROSPECTS

I’ll think about it.

COMPETITION IS FIERCE

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“We were doing the same thing for 10

years and expecting a different

outcome.”

~ Regis Marketing

NEW START

Past Challenge New Approach

Wrong Markets Win in Denver & Colorado

Small Audiences Discipline Approach

Stale Channels Revamped Media Plan

Infrequent Messages Flighting and Frequency

Uninspiring Creative New Creative Platform

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Rethink to Restart

FUNNEL-MANIA

Need marketing journeys,

not measurement funnels

INTERESTED

STRATEGY

ENGAGED COMMITTED

INTERESTED ENGAGED COMMITTED

Insight:

Leads are “easy”

Nurturing leads, not so much

Leads don’t immediately convert

Use email to stay present and provide value

SHIFT FOCUS FROM LEAD GEN

TO LEAD NURTURE

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INTERESTED ENGAGED COMMITTED

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• Prospects have a lot to think about when going back to school

• No time to think about it

• Use email to communicate the right message at the right time

• Personalized communication creates a 1:1 relationship

• Guide the prospect through the complicated journey

NURTURING ENGAGED PROSPECTS

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Insight:

Welcome them as soon as they inquire

(triggers start of engaged stage)

• Don’t waste the opportunity

• Make a great first impression

• Set expectations

• Keep prospect engaged

• Build data

THE HARDEST STEP.

THE FIRST ONE

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INTERACTIVE GUIDE

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Automated/Triggered

Based on timelines or user actions

Relevant

Right information at the right time

Trusted

Slowly developing a trusting relationship

MARKETING AUTOMATION DRIP CAMPAIGNS

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• Stay top of mind

• Maintain a conversation

• Promote valuable content

• Increase loyalty

• Move prospects closer to applying

NEWSLETTERS

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• Start application; don’t finish or fully submit

• Once they start application: remove from

nurturing sequence

• Encourage applicant to submit missing info

• Relevant, timely, personalized

APPLICATION ENGAGEMENT

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INTERESTED ENGAGED COMMITTED

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ACCEPTED!

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What does it take to

implement?

• High level communication strategy

• Tackle in small pieces

• Create automated campaigns

• Implement analytics; Test and learn

• Optimize and grow

HOW DO I START?

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Since January 2014, Regis

Admissions has:

Triggered ~119 email campaigns

Sent ~263 email messages

Reached ~1.2M contacts*

AND THAT’S JUST ONE.

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*Non-unique contacts between 1/1/14 and 12/31/15

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Analytics and

Insights

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TURN DATA INTO INSIGHTS INTO ACTION

• Define data

• Generate insights

• Refine strategy

• Take action

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Insight: majority of click activity does not always come from content located at the top of the email.

UNDERSTANDING ENGAGEMENT

Distribution of clicks in email body content based on website page views

Test: Replace third topic with apply CTA

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YOU MAY BE THINKING:

Okay…so did it work?

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THE RESULTS

2,834

3,100

2,600

2,800

3,000

3,200

Non-Traditional New Student EnrollmentsFY 2016 Final Results

FY 16 Goal FY 16 Actual

9% Above

Annual Goal

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• Take a step back

Challenge conventional thinking

• Understand the audience

Graduate or undergraduate

• Send the right message at the right time

Email for lead nurturing

IN CONCLUSION …

QUESTIONS?