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
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2. Slate status check Personalization Optimization What’s in the works?
Agenda
Slate status check
Personalization
Optimization
What’s in the works?
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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
Increasing communications based on interactions
Liquid markup throughout yield
Frequent text message reminders
Ongoing campaigns throughout recruitment, search campaign
Automate where possible
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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 NACAC
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5. Personalization The User Experience
Sending s based on when they enter Slate
International student communications stream
LBF - when students indicate academic interest in music
Automating s based on personal information
Happy Birthday
Follow up information about fellowship when click on
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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
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8. What not to do
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9. What to do
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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
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14. What not to do
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15. What to do
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16. The Journal of College Admission, Winter Edition
“ 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 NACAC
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17. Optimization Connecting with the student Text Messaging
Opt-in regulations
When and why
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19. What’s in the works? Thinking towards the future Ping Campaigns
Queries based on interactions (clicks, opens, event attendance)
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20. Thank you! Lindsay Rauch lrauch@brandeis.edu
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