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Make the Grade: Overcoming Higher Ed’s Hardest Marketing Challenges

Presented by:

Melissa Yvon, Business Consultant, MarketoMichael Moyes, Director of Admissions, Berklee College of Music Online

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The Berklee Online Story

Automation of the Student Lifecycle

Results

Q&A

Our Agenda for Today

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Berklee Online Overview

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Berklee Online History

• The online continuing education division of Berklee College of Music

• Delivers access to Berklee's acclaimed curriculum from anywhere in the world.

• Offers award-winning courses, and multi-course certificate programs, which are accredited by NEASC and taught by the college's world-renowned faculty.

• Since 2002, Berklee Online has taught more than 30,000 students from 144 countries.

• In Spring 2014, Berklee Online announced offering 120-credit bachelor of professional studies degrees in music business and music production starting in Fall 2014.

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Admissions and Marketing Goals

• Replace Homegrown Systems with more reliable cloud solutions

• Create an online application to support the new offering of Online Degrees

• Automate the application process from start to finish

• Nurture prospective and current students per their area of interest

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How do we get there?

• Replacement of home grown systemso ACS and The Panel SFDC

• Creation of an Online Applicationo Used TargetX as our implementation partner

• Leverage Marketoo Use all the features and functionality that this

solution has to offer

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Streamline, automate, and measure marketing tasks

Create and manage marketing content, emails, forms, and landing pages for marketing programs in one platform

Have insight and visibility into prospective student behavior

Nurture and engage prospects and students at the right time with the right content

Qualify and prioritize leads for admissions follow up

Increase operational efficiency and grow revenue faster

Marketo Enables Marketers to:

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Lead Scoring

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Scoring: Why

• Determine level of interest in your school

• Rank to see who fits your prospective student profile

• Count the number of times something was done

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Scoring: Benefits

• Drive marketing and admissions productivity

• Increase revenue faster

• Focus marketing on your “best” prospective students

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Berklee Online Lead Model

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Berklee’s Model

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Communicating with Prospects

• Student Stage must contain Identified, Engaged or Remarketing

• Objectives:

• Introduce advisor

• Educate the prospect on the online offerings

• Provide them an opportunity to sample a course

• Drive them to testimonials and other useful resources

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Communicating with Applicants

• Applicant – “In Progress”

• Campaign created to help the applicant along the application process

• Sent on a consistent cadence

• Introduce the advisor as a resource

• Removed from this drip campaign if the individual completes their application

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Communicating with Applicants (cont.)

• Applicant – “Submitted”

• Campaign created to remind the applicant to send transcripts

• Apply for Financial Aid

• Review the app tracker for completed items

• Sent on a consistent cadence

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Results

• DEGREES• Over 2,000 Fall applications started!• 300 Accepted students• Over 275 Deposits• Total Fall students TBD!

• NON-DEGREE• Higher quality leads• Decrease in advisor ‘clerical’ work in favor of automation• Future (Forms)

o MQL – No Phoneo T-Shirt Size Projecto Open House

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Questions?