2015: growth opportunities for marketing service providers in the higher education vertical

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

Email

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

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f ins

tituti

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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

For more information

Contact:– Christine DeLooze– chrisd@caslon.net– 585-214-5900

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

dolson@the1to1group.com jmanos@mindfireinc.com chrisd@caslon.net