Enhancing Prospect Journey: Leveraging Slate Data for Personalization & Optimization

1. Personalizing and Optimizing Your Prospect’s Journey Through Deliver How to leverage Slate and the enormous amount of data to enhance the user experience Lindsay Rauch, Assistant Director of Admissions Marketing & Communications bit.ly/nercomp_Slate17 #NercompPDO3

2. Agenda Slate status check Personalization Optimization What’s in the works? bit.ly/nercomp_Slate17 #NercompPDO3

3. How we made Slate work for us 2014 • Very little personalization • No communications based on previous interactions • No liquid markup • No text messaging • No ongoing/drip campaigns • Very little automatic communications 2017 • Personalization in every email • Increasing communications based on interactions • Liquid markup throughout yield • Frequent text message reminders • Ongoing campaigns throughout recruitment, search campaign • Automate where possible bit.ly/nercomp_Slate17 #NercompPDO3

4. The Journal of College Admission, Winter Edition “Students are sick and tired of being blasted with automated messages. Even when they are slightly personalized (“insert first name”), students can see right through it.” – Peter Kraft, CEO and co-founder of Evolution Labs Reference: The Journal of College Admission. Number 234. Winter 2017. NACAC bit.ly/nercomp_Slate17 #NercompPDO3

5. Personalization The User Experience Sending emails based on when they enter Slate International student communications stream LBF email- when students indicate academic interest in music Automating emails based on personal information Happy Birthday email Follow up information about fellowship when click on email bit.ly/nercomp_Slate17 #NercompPDO3

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7. Personalization • Identifying with the student • The basics: merging information • Any and all export fields • Liquid markup • Event registration status • Entry term • Prior relationship with Brandeis bit.ly/nercomp_Slate17 #NercompPDO3

8. What not to do bit.ly/nercomp_Slate17 #NercompPDO3

9. What to do bit.ly/nercomp_Slate17 #NercompPDO3

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12. Optimization • Reaching the student quickly • Automation • Event communications • Search campaign • Design with the student in mind • Mobile design first • Headers • Formatting bit.ly/nercomp_Slate17 #NercompPDO3

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14. What not to do bit.ly/nercomp_Slate17 #NercompPDO3

15. What to do bit.ly/nercomp_Slate17 #NercompPDO3

16. The Journal of College Admission, Winter Edition “Email is one of their least preferred communications in admission. They prefer texting.”– Meghan Grace, co-author of Generation Z Goes to College Reference: The Journal of College Admission. Number 234. Winter 2017. NACAC bit.ly/nercomp_Slate17 #NercompPDO3

17. Optimization Connecting with the student Text Messaging Opt-in regulations When and why bit.ly/nercomp_Slate17 #NercompPDO3

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19. What’s in the works? Thinking towards the future Ping Campaigns Queries based on interactions (clicks, opens, event attendance) bit.ly/nercomp_Slate17 #NercompPDO3

20. Thank you!Lindsay Rauchlrauch@brandeis.edu bit.ly/nercomp_Slate17 #NercompPDO3