© Adobe, Inc.

Multi-Channel Engagement Marketing with Marketo Engage

( c ) H e l i x E d u c a t i o n - 2 0 2 0

2© Adobe, Inc.

What You’ll Learn

In this session, you’ll understand:

• How to build a multi-channel engagement strategy that sets the new standard

• What channels Helix Education uses for our engagement campaigns and strategies

• How Marketo Engage helped us build campaigns geared toward prospective students

( c ) H e l i x E d u c a t i o n - 2 0 2 0

© Adobe, Inc.

PART 1Helix Education and the state of higher education.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

4© Adobe, Inc.

About Helix Education

Helix Education is an outsourced program manager (OPM) for higher education institutions. We help colleges and universities across the nation thrive by providing enrollment growth through data-driven services and technologies across the post-traditional student lifecycle.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

5© Adobe, Inc.

The State of Higher Education

Traditional higher education enrollment has decreased consistently since 2011, but non-traditional enrollment is growing.

National Student Clearinghouse

( c ) H e l i x E d u c a t i o n - 2 0 2 0

6© Adobe, Inc.

How Helix HelpsHelix Education provides full-suite academic services to meet the needs of a growing population.

• Academic services• Enrollment and success coaching• Research and analysis• Marketing

( c ) H e l i x E d u c a t i o n - 2 0 2 0

© Adobe, Inc.

PART 2Laying the groundwork for successful engagement.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

8© Adobe, Inc.

Why Engagement Marketing?

Prior to implementing our engagement strategies, our biggest challenges included:

• Lack of cohesion in messaging

• Reactive vs. proactive strategies

• Manual practices

( c ) H e l i x E d u c a t i o n - 2 0 2 0

9© Adobe, Inc.

Mandatory 1: A Highly Detailed Funnel

( c ) H e l i x E d u c a t i o n - 2 0 2 0

10© Adobe, Inc.

Mandatory 2: Squeaky-Clean Integrations

A clean integration between Helix’s CRM and Marketo allows:

• Data-driven strategies that are reliant on proprietary data

• Meaningful personalization

• Improved delivery

• In-depth data analysis

( c ) H e l i x E d u c a t i o n - 2 0 2 0

11© Adobe, Inc.

Mandatory 3: Gain Collaboration and Buy-In

Involving students and employees from across the organization allowed us to:

• Understand anecdotes behind data

• Speak our students’ language

• Preemptively address concerns

• Gain buy-in to company-wide strategies

( c ) H e l i x E d u c a t i o n - 2 0 2 0

© Adobe, Inc.

PART 3Implementing and scaling company-wide.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

13© Adobe, Inc.

Engagement at Helix

The Helix Way of Funnel Engagement targets students using multiple channels from the time they inquire about a partner university until they start their classes.

• Marketing Emails: 56 • One-to-One Phone Calls• Social/Display Ads: 32 • Voicemails• Direct Mail Pieces: 8 • One-to-One Emails• Marketing Texts: 7 • One-to-One Texts• Landing Pages: 3

( c ) H e l i x E d u c a t i o n - 2 0 2 0

14© Adobe, Inc.

Step 1: Break Up Your Funnel and Determine CTAs

1 2 3

( c ) H e l i x E d u c a t i o n - 2 0 2 0

15© Adobe, Inc.

Step 2: Give The People What They Want

Finding the marriage between what actions we want prospective students to take and the content they’re hungry for:

• Helps leads progress quickly through the funnel

• Establishes our partners as experts

• Improves quality of leads

( c ) H e l i x E d u c a t i o n - 2 0 2 0

16© Adobe, Inc.

Stage 1: Point of Inquiry – Application Submission

1

( c ) H e l i x E d u c a t i o n - 2 0 2 0

17© Adobe, Inc.

Stage 1: Point of Inquiry – Application SubmissionWhat do we want the student to do?•Apply now

What is preventing the student from doing so?•Interested, but non-committal

What messaging would help persuade/motivate them to take the next step?•Discussion of common pain points of adult students and encouragement to apply

Email Landing Page Direct Mail Display Text

UP TO 17 1 UP TO 3 UP TO 10 IMPRESSIONS, DAILY

UP TO 5

Emails topics educate. Landing pages build loyalty and convenience.

Direct mail pieces inform. Display ads promotebrand benefits.

Texts remind.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

18© Adobe, Inc.

Stage 1: Point of Inquiry – Application Submission

( c ) H e l i x E d u c a t i o n - 2 0 2 0

19© Adobe, Inc.

Stage 2: Application Submission – Completion

2

( c ) H e l i x E d u c a t i o n - 2 0 2 0

20© Adobe, Inc.

Stage 2: Application Submission – CompletionWhat do we want the student to do?•Finish their application

What is preventing the student from doing so?•Confusion over application process and concern over lifestyle and financial challenges

What messaging would help persuade/motivate them to take the next step?•Education about application requirements•In-depth explanation of benefits that counter common concerns

Email Landing Page Direct Mail Display Text

UP TO 15 1 UP TO 3 UP TO 10 IMPRESSIONS, DAILY

UP TO 5

Emails topics educate. Landing pages build loyalty and convenience.

Direct mail pieces provide clarity.

Display ads promotebrand benefits.

Texts remind.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

21© Adobe, Inc.

Stage 2: Application Submission – Completion

( c ) H e l i x E d u c a t i o n - 2 0 2 0

22© Adobe, Inc.

Stage 3: Admission – First Day of Class

3

( c ) H e l i x E d u c a t i o n - 2 0 2 0

23© Adobe, Inc.

Stage 3: Admission – First Day of ClassWhat do we want the student to do?•Call so they can enroll in classes

What is preventing the student from doing so?•Critical concern over financial and lifestyle challenges

What messaging would help persuade/motivate them to take the next step?•Educate about financial aid opportunities and institutional support systems

Email Landing Page Direct Mail Display Text

UP TO 15 1 2 UP TO 10 IMPRESSIONS, DAILY

UP TO 5

Emails topics educate. Landing pages build loyalty and convenience.

Direct mail pieces provide clarity.

Display ads promotebrand benefits.

Texts remind.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

24© Adobe, Inc.

Stage 3: Admission – First Day of Class

( c ) H e l i x E d u c a t i o n - 2 0 2 0

© Adobe, Inc.

PART 4Big lessons, bigger wins.

( c ) H e l i x E d u c a t i o n - 2 0 2 0

26© Adobe, Inc.

Lessons Learned

• Know your groundwork before you lay it

• Understand how, what, and, why you’ll measure your KPIs

• Commit to consistency

( c ) H e l i x E d u c a t i o n - 2 0 2 0

© Adobe, Inc.

Big Wins

49%CONVERSION INCREASE FOR ONE PARTNER

21%ALL PARTNER IN-FUNNEL CONVERSION

35%AVERAGE OPEN RATE ACROSS ALL PARTNERS, ALL STAGES

50%AVERAGE OPEN RATE FOR ONE STAGE FOR ONE PARTNER

© Adobe, Inc.

Q&A

( c ) H e l i x E d u c a t i o n - 2 0 2 0

( c ) H e l i x E d u c a t i o n - 2 0 2 0