Lead Nurturing and

Social Media

A Capabilities Presentation

Online Difference

Conversions

Commerce

Conversation

Online Conversions

Online Commerce

Online Conversation

Proven Capabilities

Proven Process

Proven Team

Jim Cudney

Randy Lawrence

David Kriegshauser

Jack Clark

Paul Keiser

Leah Jones

Proven Solutions

National-Louis University

Objective: Increase lead generation, improve usability

Results: Web-based leads up 30% in first 6 months

DeVry University

Objective: Support DEM sales process, align with new brand identity

Results: Easy to use for new advisors, cost-effective to update

DeVry Student Finance

Objective: Eliminate paper-based system, advisor accountability

Results: Beginning 3rd Enrollment year of use across all locations

Pilcrow Literary Festival

Objective: Document all aspects of the event

Results: Photos, Tweets, blog posts and videos by over a dozen participants

Rebath Blog Monitoring

Objective: Reputation management through monitoring

Results: Blog has #2 search result, ReBath took 8 months to respond

Lead Nurturing & Prospect

Contact Management

Lead Nurturing:The Opportunity Leverage Kendall Marketing Investments at the Top of the Funnel to Yield a

Higher Return of New Students Most Inquirers Don’t Turn Into Buyers but Remember the Kendall Brand People Who Inquire but Don’t Buy Represent Your Strongest Long-term

Prospect Pool

Total Universe of Buyers

Enrollment Team Focus

Kendall Prospect Process Today

Leads entered into SF.com

Enrollment Reps Work Leads for Variable # Days

Leads Passed to External

Telemarketing Firm

Prospect Converted to

Enrolled Student

When does the Telemarketing Firm Stop?What Happens to “Old” Leads?

Warm Leads go Back to

Enrollment Reps

Kendall Process Tomorrow

Leads entered into SF.com

Enrollment Reps Work Leads for

00 Days

Lead Nurture Program

00 months +Message 1

Message 1Message 1Message 4 of X

Message 1Message 1

Message 1Message 4 of X

Kendall WebsiteKendall Landing Pages

Kendall EventsKendall Content

Kendall Open Houses

Culinary Series

Hospitality Series

Interest Forms

Completed

Warm Leads to Enrollment Group

Strategy & Program Design

Guarantee Automated Follow-up Pre & Post Event

Automated Lead Nurture

Top Three Reasons1. Relevant Communication Over Time Yields Higher Conversion

2. Communication Can Begin Immediately and Persist Over Time Relevancy Based on Segmentation

• Area of Interest• Life Stage• Events

If We Know These Things What Should We Say to Them?

3. Improved Management of Dormant Leads Engage Them With Value Add; Not Head-banger

Telemarketing Bring Nurture Process In-house for More Control

Nurture Programs & Conversion

Broadcast Lifestage Behavioral

Primary targeting tactic

Everyone gets the same message

Timed to where prospective student is in

the consideration lifecycle

Uses behavioral information to inform what message will

provoke the desired action

Email: Avg. unique open rate

20% 26% 33%

Email: Avg. click-through rate

9.5% 14% 14%

Email: Avg. conversion rate

1.1% 2.8% 3.9%

Source: JupiterResearch, “The ROI of E-mail Relevance

These Results Are Produced by Increasing the Communication Relevancy to the Prospective Student

Nurture Programs Focusing on Lifestage + BehaviorYield Highest Conversion

Lead Nurture’s Powerful Revenue Impact

METRIC Business as Usual With Lead Nurture

Total Inquiries to Call Center 20,000 20,000% Students that Enroll 5% 6%Total New Enrolled 1000 1200Incremental Students 0 200Average Student Revenue $30,000 $30,000 GROSS REVENUE $30,000,000 $36,000,000 Incremental Marketing Cost Lead Nurturning Revenue Contribution $0 $6,000,000

Next Steps: Discovery

Assist Kendall Team in Answering Key Questions: What SF.Com Data to Use for Prospects? What Prospect Segmentation Analysis is Required? What Content/information Resources Are Available

to Create Automated Nurture Programs? Integration Requirements for Integrating SF.Com

and Email How Frequently Will SF.Com Be Updated? What Kinds of Reports Are Needed?

Social Media for Prospect

Relationship Building & Image Management

Unlocking the Value of Social Media Viral is an Outcome, Not a Strategy Use the Technology - The Technology Doesn’t Use

You– Online Research– RSS & Monitoring– Blogs & Blogger Outreach– Facebook Fan Pages– Online Photos & Video

Online Research

Discover what students, faculty and potential students are saying online

Find the online communities where conversation is taking place

Evaluate current messaging compared to perception online

Build strategy based on research for online programs and outreach

RSS & Monitoring

RSS brings information to the user automatically from blogs, news sites and persistent searches

Using RSS for monitoring to keep up with day to day conversation

Set alerts to be able to respond quickly online to questions from students

Turn monitoring into a customer service channel

Facebook Fan Pages

Official Presence on Facebook Give Customers and Consumers a Place to Show

They Like Your Company Plan Events and Share Information Metrics and Engagement Advertising

Online Photos & Video

How Are People Telling Your Story Visually? Help Connect Customers to Each Other Through

Sharing Photos Invite Users to Share Photos for Contests or Use on

Web Sites Find Photographers to Invite to Events Do Behind the Scenes or Man on the Street

Interviews Cost of Doing Each Is Dropping Dramatically

Blogs & Blogger Outreach

Build Relationships with Consumers Online Have Room to Tell the Whole Story Get Feedback from Customers and Address

Customer Questions Give a Voice to People Inside and Outside of

Company Walls Search Engine Optimization

Discussion &

Questions