2015: growth opportunities for marketing service providers in the higher education vertical
TRANSCRIPT
2015: GROWTH OPPORTUNITIES FOR MARKETING
SERVICE PROVIDERS IN THE HIGHER ED VERTICAL
DECEMBER 16, 2014
PODi and MindFireInc
Creating marketing that drives results
Ask any Question
AgendaExplore the many opportunities associated with the Higher Ed market. How to grow your revenue by tapping into the areas of
opportunity such as; fundraising, event marketing, and new student search
Insight from David Olson of One to One Group on his successful higher education engagement programs
How to apply tools and use cases from Zenarate to build the skills necessary for success with your higher education clients
Q & A
Today’s Presenters
David Olson Joe ManosChristine DeLooze
Senior VP, Florida Operations Executive Vice President Content Director Partner
The One to One Group MindFire Caslon, A PODi Affiliate
HIGHER ED ENGAGEMENT
NEW AREAS OF OPPORTUNITY
Higher Ed Opportunity Areas
Student SearchAlumni Relationships
Yield Application App
Event Marketing
Student Search
Identify and develop student applicants as potential students of the Higher Ed Institution
Typical focus areas:– Junior Search– Senior Search– Advanced Degree Development
Target Audience: Student and Parent
Strategy: Highly personalized, interest areas and more than one touch to create differentiator
A Proven Systematic Approach
- Personalize the outreach
- Track who’s responding
- Learn what they are interested in
- Deliver relevant content in real-time
Capture what you wish you knew:● Study interest● Competing university interest● What they are looking for in a school● Do you want to study abroad?● On campus activities
Student Search Workflow
Web orMobile
(Survey)
EmailEmail
Direct MailDirect Mail
PersonalizedFollow-UpMessages
PersonalizedFollow-UpDirect Mail
PersonalizedFollow-UpContentSMS
Capturing Interest
Target Audience Messaging
To make the messaging more relevant the target audience is segmented into specific groups
Technology drives the ongoing nurturing to each group, for example:
– Prospective student leads – inquiries– Students that had an admissions interview but did not enroll– Students that enrolled but did not start classes– Students that started classes but dropped out– Current students
Alumni / Fundraising
Fundraising /Alumni
4-year institution 2-year institution0
200400600800
10001200140016001800
PublicPrivate - NonprofitPrivate For-profit
Provide a solution to help development office in higher education raise money from alumni
Num
ber o
f ins
tituti
ons
Service definitionProvide a solution to help development office in higher education
raise money from alumni
• Annual campaign planning including analysis• Creative development• Campaign execution including production
Best practice is to bundle the services together as one price ranging from $50 - $100K. They could also be sold separately. money from alumni
Target Lists
Channels
Triggers
Microsites
Payment app
Checkout page
Personalization
1:1 Yield Program
- Find out who’s coming, who isn’t, & who’s on
the fence
- Map out the next steps for each group
- Deliver data to advisors about each student
- Follow up with relevant info, in a timely manner
Advisors
Yield Campaign Workflow
Email Email Email
Direct Mail
Application MicrositeEmail
Accepted Students
Direct Mail
Event Marketing
More and more institutions are reaching out to a larger community of potential attendees for on campus events, such as:
– Student athletics– Arts and music venues – On campus prospective students – Reunions
What Does This Mean For YOU?
$$$$$$$
New High Value REVENUE
A NEW PATH- FLORIDA INTERNATIONAL
GIVING TUESDAY PROGRAM
FIU Giving Tuesday Program
In early 2014, we contacted FIU to discuss how we may be able to help them
Early in 2014 we created our first program for them using Direct mail
It was a Donor Anniversary Program to create an ongoing dialogue with Alumni
Expanded first DM Program
From the initial DM program we enhanced it with a 12 month email program
They eventually asked us…”have you done anything with Giving Tuesdays?”
Giving Tuesday emails
A series of emails engaged the Alumni with the opportunity to participate in the Giving Tuesday Event
Personalized Donor Page
A giving opportunity that must connect with each individual alumni
recipient
Donation Form
Let’s review the donor form layout
Online Payment Processing
Let’s examine the various actions within the online payment app
Thank You email
Help spread the word
Triggered Emails
A series of triggered emails continued the momentum of the Giving Tuesday Event
Social Media Activity
A critical component of the Higher Ed Giving Programs is Social Media sharing
Results achieved
FIU was extremely happy with the program results
One of the most significant accomplishments was the Young Alumni being the single largest group of donors
FIU loved the cross channel, fully integrated approach to all aspects of the program, including the real time, online payment application
Summary
Innovative programs open up new doors of opportunity with ALL customers
Delivering high-value results creates differentiation
Makes you a key strategic partner for other needs
The initial program has be expanded over the year to address other areas of need leading to a significant increase in revenue and profit
HOW YOU’VE GROWN THE BUSINESS
BUSINESS GROWTH
The Plan for this Year
Based on your recent success with FIU, what do you have planned for this year’s
activities?
Program Evolution
David, how have the Higher Ed Fund Raising Programs evolved over the last several years?
#1 Challenge
When working with the Higher Ed arena - what's the number one challenge to gaining access
and getting them to market differently to their target audience?
Old School Marketing
Some would say that Higher Ed institutions are old school marketers and slow to move to new
ideas...Agree or Disagree?
Innovation Factor
As an innovative company, you have been offering Marketing Automation Programs to your customers for six years. How has this helped your company expand your customer
offering and grow revenues?
ENGAGEMENT TOOLS FOR SUCCESS
PODI HIGHER ED OFFERINGS
Welcome Christine
Christine DeLoozeContent Director
Caslon / A PODi Affiliate
Grow the market for digital print
Mission: Grow the market for digital print
Over 500 application case studies
Sales Tools
Workflow case studies & product briefings
PPML Legacy Support
Market AnalysisSales tools
Zenarate – Our social learning platform
• Learn from peers and experts using talk tracks (stories)
• Practice privately using webcam and digital tools
• Peer and expert coaching
PODi Resources to Grow Your Sales
Training the Sales Organization– Zenarate: sales enablement platform– Vertically focused sales training classes– Sales peer groups & coaching
Kim Gross, Sales Coach
Built the cross-channel marketing and collateral management divisions at Pacesetter Enterprises
Expanded client base into new vertical markets Grew Pacesetter’s capabilities from strictly print and
fulfillment to web-based applications and variable data solutions
Over past seven years has successfully sold and helped develop successfully solutions many universities including Rosemont College, The University of New Hampshire, Elizabethtown College and many more
Customer testimonials
“As a 19-year higher ed administrator turned salesperson, I can tell you that everything that was said about higher ed – how decisions are made, concerns schools have, challenges in higher ed – all of it was spot on! If Kim had knocked on my door, she would have convinced me I had to sign off on her deals!” Brent Rudin Account Representative
Gilson Graphics
Sales Enablement
Online tutorials and interactive videos:– Selling fundraising
solutions– Developing effective
company stories– Getting appointments– Handling objections– Conducting a
productive needs analysis
Practice your message and delivery
Share with sales managers and colleagues for feedback and coaching
Refining Your Message
Customer testimonials
“Our salespeople are learning to be more strategic in their conversations with prospects. They are not going in to a meeting and regurgitating equipment lists, but rather are focusing on key points that are
relevant to the customer.”
Michael Peterson, CEO, Gabriel Group
Higher Education Sales Training Class
Focused four-week course with Kim Gross Class size kept small to encourage
participation Participants use Zenarate platform to record
stories and receive specific feedback Next class will be offered in March 2015
Peer Group and Sales Coaching
– Higher education sales peer group where you get personal coaching• Meet twice a month• Record stories in Zenarate and review as part of peer
group
Individualized coaching with Kim Gross– Provide support as needed on development of
company stories and deal-based coaching
Q & A David, Joe and Christine
We are here to help you
Your Hosts
David Olson Joe Manos Christine DeLooz Senior VP, Florida Operations Executive Vice President Content Director Partner
The One to One Group MindFireIncCaslon, A PODi Affiliate
