Make Your Website Your Best Admissions Officer With

Real-Time Personalization

DAN FLANIGAN VP of PRODUCTS

@danflan

linkedin.com/in/danflan

KARL WIRTH CEO/FOUNDER

@wirthkarl

linkedin.com/in/karlewirth

INTRO.!#personalizeEDU  

AGENDA.!

§  The challenges of edu websites today

§  Different personas: Students vs. parents

§  Personalization can your website into your best admissions officer

#personalizeEDU    

WHO WE ARE.!

#personalizeEDU  

Evergage enables marketers to increase conversions using real-time visitor persona and intent data to personalize the digital experience for every visitor. All without IT.

#personalizeEDU  

Percussion  So,ware's  award-­‐winning  web  content  management  system  is  used  by  higher  educa8on,  government  agencies,  and  businesses  to  create  engaging,  effec8ve  content  that  looks  great  on  any  device.    

#personalizeEDU  

3 BIG CHALLENGES EDU WEB MARKETERS FACE TODAY.!

#personalizeEDU  

1. NOT GETTING THEIR AUDIENCE.

Prospective students along with their parents have

different interests, preferences, and needs

#personalizeEDU  

2. CLUTTER.

With so much information, EDU web marketers are cluttering

their homepages with too much information.

#personalizeedu  

3. COMPETITION. #personalizeEDU  

Competition for online students is heating up.

SOLVE THEM ALL WITH REAL-TIME WEB PERSONALIZATION.!

#personalizeEDU  

DEFINE YOUR PERSONAS.!

#personalizeEDU  

Thinks About… Major/programs

Location Campus life/activities

Athletics

THE PROSPECTIVE STUDENT.

PROGRAMS.

How can we help you? Search

LOCATION.

HI BOSTON RESIDENT! Come to our Open House this weekend! EVENT DETAILS

CAMPUS LIFE.

WELCOME BACK! Last time you were looking at Housing.

Are you ready to look at Dining or do you want to continue where you left off?

Housing Dining

ATHLETICS.

Name

Email

SUBMIT

GET MORE INFORMATION

PARENTS CONCERNS DIFFER.!

#personalizeEDU  

PROSPECTIVE COLLEGE STUDENTS & PARENTS HIERARCHY OF NEEDS.

Parents have some different concerns

Cost/Financial Assistance Payment options

Safety Location

PARENTS THINK ABOUT…

Parents  have  some  different  concerns  Cost/Financial  Assistance  Payment  op;ons  Safety    Loca;on        

HOW TO DETERMINE? JUST ASK!

Are you a parent or a student?

Student Parent

OTHER WAYS TO PERSONALIZE.!

#personalizeEDU  

SEARCH.

SEARCH. Learn more about financial aid and lower cost programs. Download our Financial Aid Guide

EMAIL.

SOCIAL.

Welcome  from  Facebook!    

BLOGS/CONTENT.

REAL-TIME PERSONALIZATION IN ACTION.!

#personalizeEDU  

RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid  

RELATIONSHIP: Alumni PERSONA: Parent of Senior INTENT: Make decision about whether to bother applying  

TODAY, A WEBSITE DOESN’T RESPOND. BUT AN ADMISSION OFFICER DOES.

CAPTURE BEHAVIOR (visually out of the site)

UNDERSTAND PERSONA – INTENT

RESPOND IN REAL-TIME

§  Per-Visitor, User, Account Anonymous to Named

§  Clickstream, Context, Tags Time on page and in category Progress in funnel

§  Attributes, Transactions

§  Form Fields, Surveys

§  History from other systems

§  Set up rules to segment

§  Analyze differences amongst segments

§  Visually browse site and target communications.

§  Personalize site in <300ms

#personalizeEDU  

RELATIONSHIP: Never given PERSONA: Alumni INTENT: Give, not sure how much  

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT 4 visits to Support BC Read How to Give Read Make a Gift. 10 minutes on page

YOUR WEBSITE = YOUR ADMISSIONS OFFICER

A  good  rule  of  thumb  is  to  start  with  1%  of  your  annual  income  

RELATIONSHIP: None PERSONA: High school Senior INTENT: Learn about Aid

2. RESPOND 1.  UNDERSTAND PERSONA-INTENT 2 visits to Financial Aid ½ way through filling out an application Third time back

YOUR WEBSITE = BEST ADMISSIONS OFFICER

Meet  Julie  in  Denver  on  July  10  to  talk  about  Financial  Aid  and  Admissions  

In Conclusion!

#personalizeEDU  

§  Define Your Personas

§  Audit Content For Your Personas

§  Personalization is a dialogue, not a monologue

§  What are you waiting for?

#personalizeEDU  

JOIN US FOR PART 2 ON THURSDAY, MAY 8!

#personalizeEDU  

Q&A

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See a Demo of Evergage

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#personalizeEDU