Learn how The Ohio State University Fisher College of Business adopted Marketing Automation, in partnership with Marketo and Fathom to create a "student-first" communication strategy to engage with prospective students.

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Mastering the Student-First
Approach to Marketing
Automation

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Introductions
Today’s Participants
Director of Growth and
Learning
@vidyapc
Martin G. Schwalbe
The Ohio State University –
Fisher College of Business
Vidya Chadaga
Marketo
Director, Product &
Solution Marketing
@jpogact
Jonathan Pogact
Fathom
Director of Marketing

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i. Higher Education Industry Landscape
ii. Introduction to Marketing Automation
iii. Engagement Marketing Through Marketo
iv. The Ohio State University – Fisher College of
Business Story
v. Q&A With Marty, Marketo and Fathom
AGENDA FOR THIS AFTERNOON

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The Higher Education
Landscape

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Changing Student Behavior
1 SuperProfile | 2 Forrester | 3 Edelman Research
80%of a student’s journey today is
self directed2
87%of students demand a
meaningful experience with a
brand/school3
2900marketing messages per day
vying for your student’s
attention1

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72%
develop their shortlist prior to
reaching out to a school
Only 3
schools make a prospects
short list
93%
end up enrolling from a
school on their short list
Source: LinkedIn
Changing Student Behavior

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#studentfirst2016#studentfirst2016 Google Education Search Analysis Q4 2015 | Private and Confidential
Changing Student Behavior| Higher Education Search
• EDU Branded Search has
decreased 3%
• Students are more interested in
outcomes rather than the schools’
brand
• Schools need to emphasize
expected outcomes, alumni,
experience and overall ROI
EDU Brand: -3% y/y
EDU Non-Brand: +6% y/y

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A Student’s Journey
Content
Engagement
Site Visit
Paid
Search
Display Ad
Audience
Known
Student
Known
Student
Application, Start
Date Messaging
Start
Matriculation
Opportunity
Email
ACQUIRE CONVERT NURTURE
Understanding that the student journey starts prior to the lead, we integrate marketing efforts across
multiple channels to reach the prospective customers to influence decisions.
The Student Journey begins prior to a student reaching out to a school – therefore we need to optimize the entire experience.

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Marketing Allocation Must Be Highly Strategic

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Increased Competition and Tighter Budgets

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The State of Student Recruitment
Eduventures

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P O L L Q U E S T I O N
Have you made changes to your marketing approach based on shifts
in prospective student behavior in the last 12-months?
1. Yes, we’re looking to stay ahead of the curve
2. No, but we’re looking into it
3. I need help inspiring change

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Why Should I Consider
Marketing Automation for My
Institution?

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What is Marketing Automation?
M A R K E T I N G
A U T O M A T I O N
E N G A G E M E N T
M A R K E T I N G

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Building Lifelong Relationships
Enabled through Marketing Automation and Marketo

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Why Should I Consider Marketing Automation at My Institution?
Institutional Alignment

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Why Should I Consider Marketing Automation at My Institution?
Continuity in
Messaging

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Why Should I Consider Marketing Automation at My Institution?
Natural Progression
of Student Path

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Why Should I Consider Marketing Automation at My Institution?
Adaptive Platforms Keep
Messaging Contextual

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Why Should I Consider Marketing Automation at My Institution?
Your Marketing Hub

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Schools Leveraging Marketing Automation/Marketo

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P O L L Q U E S T I O N
What Email Platform are you Using to Nurture Students Through
to Enrollment?
1. Outlook
2. Mail Chimp
3. CRM (Hobsons, CampusVue, etc.)
4. Marketing Automation Tool (Marketing Cloud, Marketo, Hubspot, Other)
5. I don’t know

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The Ohio State Fisher
College of Business Story

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The Vision
EMBA
Executive MBA
Executive Certificates
MBOE
Master of Business
Operational Excellence
ExEd
Custom Programs
Open Enrollment

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The OSU Story
OSU’s Vision
What Was The Motivation Behind Implementing
Marketing Automation At The Ohio State Fisher
College of Business?

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The Vision
Why Marketing Automation
T R A N S A C T I O N S R E L A T I O N S H I P
S
“The only way to become more
personal is to become more
automated.”

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Go-To-Market Strategy
Marketplace
Presence
Generate
LEADS
Manage
Relationships

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New Marketplace. New Marketing Funnel.
We must understand customer journey
Engaging, throughout the customer’s buying
cycle, requires completely different thinking
Today’s buyer demands more personalized
attention
To be more personal we must be more
automated

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Marketo – Revenue Cycle Model

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Tracking Progress
Admissions (Deposit Paid) Recruiting Pipeline
Stage
Prospect
App Started
App Complete
Interview
Admitted
221
180
128
88
Lead Status (Current Leads)
Status
Open
Qualified
Contacted/Working
Converted
Leads by Source
41%
88
64
27
15
11
S A L E S F O R C E M A R K E T O

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Long Term Vision: Managing the Lifelong Relationship
Discovering new needs or
opportunities
Engaging with the
product/service/brand
Exploring and evaluating
the various options
Making the purchase/
commitment

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P O L L Q U E S T I O N
Are you using CRM data or tools to create more targeted advertising?
Such as AdBridge?
1. Yes, I love it!
2. No, but we’re looking into it
3. No, targeting isn’t my thing

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Q&A