ORACLE DATA SHEET

ORACLE ELOQUA MARKETING CLOUD

SERVICE — HIGHER EDUCATION

SPOTLIGHT

MODERN MARKETING AUTOMATION

KEY FEATURES

Targeting and segmentation

Demand generation and nurturing e-mail

campaigns

Secure microsites and landing pages

Ability to customize and track e-mails

based on best practices

Analytics and dashboards

Out-of-the-box integrations with leading

systems

KEY BENEFITS

Integrate with leading systems and other

internal data sources.

Apply best practices and dynamic

content to send highly personalized

communications.

Use online behavior and data to build

personalized and dynamic microsites

and landing pages.

Send targeted and measurable

campaigns using preapproved content

and templates.

Track how marketing efforts drive

activity and engagement.

The Oracle Eloqua Marketing Cloud Service solution helps higher education

marketing professionals systematically design campaigns and deliver relevant

content that promotes the institution’s brand, matches student and alumni

interests to offers, cultivates and enhances the higher education experience, and

creates sustaining support.

Key Challenges for Higher Education

While the established institutions with brand and name recognition are experiencing an

unprecedented spike in applications, the relatively unknown local colleges and universities are

still struggling to establish their mark, attract students, and ultimately prove that a degree from

their establishment holds weight in a challenged economy.

These very same schools face additional challenges in media too. Traditional methods of

advertising such as print, television, and radio are expensive and difficult to measure. The

solution is an aggressive yet holistic inbound and outbound digital communication strategy.

To develop an authentic 1:1 relationship with students and alumni requires a steady stream of

personalized messages and content that nurture while cultivating long-term engagement and

loyalty. Higher education marketers are challenged to:

Build a loyal student and alumni base.

Increase revenues to the institution.

Measure individual campaigns and reporting their impact.

Higher education marketers must replace the methods of the past and begin the journey to

Modern Marketing where technology and expertise deliver the power they need to succeed.

Modern Marketing Solutions for Higher Education

The Oracle Eloqua Marketing Cloud Service offers educational institutions a systematic way

to build student and alumni bases, cultivate interest, and ensure they remain actively engaged

and enthusiastic ambassadors. Take advantage of the following capabilities:

Targeting. Align student and alumni interest segments to higher education objectives using

tools for tracking online and offline behaviors.

Engagement. Enable grassroots campaigning by your top advocates to their social network

through likes, links, and posts, and track results back to campaigns.

Conversion. Scale your event registration processes with simple yet effective automation

that maximizes registration, attendance, and results.

Analytics. Analyze the performance of campaigns and display the results on easy-to-

understand dashboards.

Campaigns. Develop templates and content to send personal and relevant communications

such as: Welcome New Program Viewer, Event Registration Campaign, Welcome New

Alumni Donor, Education – About Our Mission, and Alumni Fund Raising Campaigns.

ORACLE DATA SHEET

2

Attract and convert students and alumni with personalized and dynamic email and microsites.

Leverage best practice templates to automate communications with content based on interests

and keep them engaged with campaigns and initiatives. The Oracle Eloqua Marketing Cloud

Service offers leading tools and solutions:

Secure Hypersites and Landing Pages. Use data from e-mail responses, social networks,

and online behavior to build personalized and dynamic microsites or landing pages to help

build exceptional online experiences.

Oracle Eloqua Engage Cloud Service. Give your marketing and development teams the

ability to send targeted, trackable, and measurable campaigns from an iPad or web browser

with preapproved content and templates. Increase agility while improving visibility.

The Insight Feature of Oracle Eloqua Marketing Cloud Service. Track how marketing

efforts are driving engagement and ultimately wallet share. Produce high-level dashboards

and drill into specific details by campaign.

One Audience, Many Interests

For many higher education institutions, students and alumni represent a wide diversity of

backgrounds and interests. Those differences are clearly reflected in what information they

consume and how they respond to communications. Now you can better understand each

audience’s interests by tracking their online and offline activities. Then you can tailor the

messaging to those segments that are most likely to respond.

Cultivate Loyalty with Personalized Nurturing

Oracle Eloqua Marketing Cloud Service can help you create and send highly personalized

education materials. Content can be segmented by target interests and branded according to

the relationship. Automated campaigns use social, profile, and website data to send

communications for immediate engagement when target audiences are most interested.

Convert Students and Alumni Into Ambassadors

Oracle Eloqua Marketing Cloud Service can help you attract and convert students and alumni

into lifelong brand ambassadors by communicating the right message, at the appropriate time.

Universities and colleges can attribute rankings based on a person’s profile and behaviors. By

incorporating this data into long-term nurturing campaigns that use personalized emails and

microsites, universities and colleges engage new students and alumni; motivate and transition

passive students and alumni to be sustaining members of the community.

Let Social Advocates Spread Your Message

Research points to higher educational institutions not maximizing the use of social networking

sites such as Facebook, Twitter, and LinkedIn to the same extent as other traditional

marketing channels. Using Eloqua Social Suite, organizations can broaden their reach through

sharable social content and easily see which social networks drive the most engagement and

content.

Reduce Marketing Program Costs

Marketing campaigns can be complex, time-consuming, and expensive. Oracle Eloqua

Marketing Cloud Service makes it easy with intuitive templates and workflows. Manual

campaign tasks can be eliminated and replaced with modern marketing methods across print,

e-mail, Website, and telemarketing channels.

Achieve Immediate Insights

Digital Body Language™ and website activities turn insights into opportunities. Modern

Marketers are taking advantage of profile information for immediate awareness to trigger

personal responses aligned to the process, offering content in context.

ORACLE ELOQUA MARKETING

CLOUD SERVICE

Oracle Eloqua Marketing Cloud

Service is a complete out-of-the-box

marketing automation solution. With it,

you can create compelling campaigns

and measure the impact of your

marketing budget.

RELATED PRODUCTS AND

SERVICES

Oracle Eloqua SmartStart

Implementation Service

Oracle Eloqua Engage Cloud

Service

Oracle Eloqua Customer Profiler

Cloud Service

Oracle Eloqua Plug-in Cloud Service

for Salesforce.com

Oracle Eloqua Business Intelligence

Cloud Service

“It is vital for colleges and

universities to immediately

place their current graduates

into a ‘post-attendance’

marketing funnel. This will

result in a robust customer

lifecycle marketing program

and build a loyal Higher Education fan base.”

Source: 2012 Lisa deSouza, RPM

Demand CEO

ORACLE DATA SHEET

3

Gain Visibility and Metrics

Aligning communication efforts with results can be difficult. Oracle makes it easy with the

Insight feature, a comprehensive reporting and analytics component of Oracle Eloqua

Marketing Cloud Service. Insight puts powerful reporting and website analytics at a

manager’s fingertips, providing valuable information and easy-to-understand dashboards that

quickly assess marketing impact.

Highlights for Higher Education

Oracle Eloqua Marketing Cloud Service Highlights

Multi-channel marketing Execute campaigns across a wide variety of channels including personalized websites, direct

mail, email, telemarketing messages, and SMS.

Best practice templates Develop your own templates or work with Eloqua Experts to create a variety of consistent

templates to ramp up your marketing programs quickly.

Integration

A unified marketing database enables out-of-the-box integration with leading CRM systems

such as the salesforce.com solution, Microsoft Dynamics CRM, and Oracle’s Siebel CRM on

Demand. You can also bring custom data from other internal sources.

Oracle Eloqua AppCloud

With more than 50 apps and growing, Oracle Eloqua AppCloud enables you to evaluate and

integrate B2B marketing, sales, and social media applications into Oracle Eloqua Marketing

Cloud Service.

Customer Success Is Our Key Differentiator

Oracle Eloqua Marketing Cloud Service Customer Success

Oracle Eloqua SmartStart

Implementation Service

Oracle’s innovative methodology practically guarantees the success of your implementation. In

three days, Oracle Eloqua SmartStart Implementation Service gets you started by ensuring that

Oracle Eloqua Marketing Cloud Service is synced with your CRM database, forms and tracking

are on, and your segmentation and prioritization are up and running.

Oracle account team Customers benefit from support, success, and expert teams knowledgeable in marketing best

practices and in implementing the Oracle Eloqua Marketing Cloud Service.

Professional services and certified

partners

Oracle and its partners offer a range of professional services to support your implementation

and day-to-day management of Oracle Eloqua Marketing Cloud Service.

Ongoing certification through Oracle

University

Oracle University offers classes to expand your understanding of marketing best practices as

well as Oracle-specific product knowledge.

Topliners community Join the growing community (80,000+) of Modern Marketers using the Oracle Eloqua marketing

automation platform. Connect and share through a vibrant online community and local events.

Contact Us

For more information about Oracle Eloqua Marketing Cloud Service, visit eloqua.com/contact or call +1.800.ORACLE1 to speak to an

Oracle representative.

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