Pierpont Grows CE Business With Genoo – Lumens

Integrated Marketing Tools

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Today’s Presenters

Kim Albee President Genoo

Genoo is an online marketing software provider, integrated into the Lumens platform, and available to Lumens customers for seamless online marketing capabilities that extend what’s possible with your Lumens account.

Ron Weist Director of Continuing Ed & Enrichment Programming Pierpont Community & Technical College

Pierpont participated in the Genoo-Lumens Pilot program, working directly with Genoo to transform their online marketing results, including one campaign that resulted in 48% conversion and 2500% Return on Investment.

Agenda An overview of the Genoo-Lumens integration

Brief overview of the Pilot program

Brief overview of Pierpont and their use of Lumens

Why Pierpont was interested in being a Genoo Pilot

Pierpont’s experience and results to-date

The Lumens-Genoo program available to Lumens customers

How to get started

Q & A

Poll Question 1

An Overview of Genoo A comprehensive set of online marketing tools, including: Email Marketing Lead Nurturing & Scoring Landing Page & Microsite Development Social Media sharing & tracking Search engine optimization Comprehensive Lead tracking & metrics Real-time integration with Lumens – Classes Registered, Last

Registration Date, Categories & Sub-Categories, new members & Learners.

Allows for easy targeting and segmentation. Provides meaningful metrics that helps improve your results. Easy access to support.

The Pilot Program Three Schools participated. Started in late March/Early April and completed at end of July.

Included weekly marketing strategy & tactics coaching calls

(designed specifically around the goals for each school)

All pilot participants are continuing with their use of Genoo.

Overview of Pierpont Community & Technical

College

Public Community & Technical College in Fairmont, WV

Serve 13 counties in a rural and semi-rural area

Continuing Education Departments trains approximately 2,000 career and workforce students per year with an additional 1,000 students participating in personal enrichment programs.

Pierpont’s Interest in the Pilot

In order to grow and meet the needs of our community we needed to branch beyond our traditional print and mail campaigns.

Lumens integration made database management and market segmentation seamless.

Opportunity to work one-on-one with eMarketing professionals who understand and are as passionate about Continuing Education as we are.

Pierpont’s Pilot Experience

There are a lot of Email Marketing tools, and you can get basic metrics, like opens and click-throughs.

With Genoo, you can go so much deeper with the metrics and understanding about what’s happening, and that provides HUGE value and advantage in what we’ve been able to accomplish.

Pre-Genoo Metrics

Pre-Genoo: All I got were open rates, bounce rates, and click-through rates.

Felt like going deeper didn’t exist, or was too complicated to interpret.

The data might have been there, but I didn’t know how to make sense of it, so it wasn’t useful data.

Pierpont’s Pilot Experience:

Poll Question 2

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

Can see responsiveness at a glance.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

Goes beyond ‘opens’ and ‘clickthrough rates’ to show who my most responsive leads are.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

By understanding who is most responsive, I can target and focus my very limited staff time more effectively.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

By understanding who is most responsive, I can target and focus my very limited staff time more effectively.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

When I design an email, I have links designed for each target based On different interests and for different outcomes.

I can see what recipients were most compelled by, and what links were clicked. But then I can go deeper…

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

I can click through the numbers and see who was interested in each topic…

Before Genoo, I could look at Google Analytics, but that didn’t help me identify the people specifically.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

I can easily segment based upon a lead’s active interest.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

In addition, we can find out more specifics about WHO these people are.

And how they’ve participated in our

programs.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

And beyond just the email – when have they come back to the site. I can see

their visits…

And how much time they spent during each

visit.

Using Genoo’s Email Metrics Pierpont’s Pilot Experience:

And how they navigated during their visit –

where did they spend their time.

For each visit, I can see – in this case how this person spent the hour and 34

minutes on our site…

Gaining Critical Insights… Pierpont’s Pilot Experience:

And ultimately ended up checking out a supervision

class, an accounting class, etc.

This person came in through a link to a sewing class…

Gaining Critical Insights… Pierpont’s Pilot Experience:

With typical email marketing programs, all I would know is that they clicked through sewing. With Genoo, I can discover the REAL interest based upon where time is being spent beyond the initial click. Being able to see that, helps us develop and target better content for this individual. But it also helped us see that personal enrichment classes can be an ‘entry point’ that gets people exploring what’s available. We never realized that before – and would never have made that connection.

Poll Question 3

Gaining Critical Insights… Pierpont’s Pilot Experience:

From a Single dashboard, I can have access to any amount of information

that can help me assemble better campaigns.

“Having this ability provides amazing power.”

Content is Powerful Pierpont’s Pilot Experience:

Our “Back To Basics” Program –

Tapped our instructors for relevant content…

Back To Basics Landing Page Pierpont’s Pilot Experience:

The email links to the landing page and article on Food Preservation

Back To Basics Landing Page Pierpont’s Pilot Experience:

With a link for those interested to the class that this instructor is teaching so

people can register for it.

Or, other related classes coming up from this

instructor.

Second Content Campaign Pierpont’s Pilot Experience:

Another instructor didn’t want to write an article, but was willing to do a

presentation.

So we decided to offer a lunch & learn event to a list

of targeted potential students.

Second Content Campaign Pierpont’s Pilot Experience:

We pulled that targeted list from the people who had exhibited an interest in

our specific types of programs.

Was a nice lunch – learned about pending legislation in this area. Soft

sell, focused on providing value.

Results of the Lunch & Learn Pierpont’s Pilot Experience:

Total people at the event: Number who registered into the class: Total expense for the lunch & learn: Cost of the class:

25 12

$600 $1250

(48%)!!!

2500% Return on Investment!

Results of the Lunch & Learn Pierpont’s Pilot Experience:

We increased number of students per organization from 1-2 per Organization to 4-6 per organization. While we can’t tie them back to this lunch & learn, we can annecdotally. In the past, we’ve ruled out doing lunch & learn because we couldn’t target specifically, so we were afraid that people would just come for a free lunch.

"We hit our target better than we ever had been able to before. We've never been able to hone in as well as we can now with our marketing efforts."

Targeting is Key Pierpont’s Pilot Experience:

"What I'll say is, with extreme confidence, our conversion rates were in this case and will in the future, be higher than we ever could have achieved without this ability to identify and target our market."

Key Learnings Recap

Having metrics and an easy-to-access dashboard allows for insights and improvements on a consistent basis.

Moving from predominantly “sell” messages to “value-based” content and leveraging our instructor base has allowed us to target and provide value to specific audiences.

Targeting with effective content can provide much higher conversion rates than we’ve ever experienced in the past.

Pierpont’s Pilot Experience:

Three package options to select from:

$199/mo + email program will include a monthly webinar where we will answer questions about your specific strategies for CE organizations.

$599/mo + email program will include 2 1:1 meetings per month with Genoo expert specifically about YOUR program’s marketing goals and needs to design specific solutions you can implement.

$1499/mo will include a 1:1 meeting each week with Genoo expert specifically focused on your needs & marketing strategy and goals.

The Genoo Programs Available to Lumens Customers

How To Get Started Go to http://www.genoo.com and click “Sign Up” link in

the header.

Complete the form, and set up the initial conversation meeting. For more pricing details, go to http://www.genoo.com/pricing

Questions

Thank You! For More Information on Genoo

Kim@genoo.com www.genoo.com

More resources available at www.genoo.com/resources

To request a complete in-depth demo of Lumens, contact sales@augusoft.net or go to augusoft.net

to submit a request.

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