1、Amplify Your Communications To Level(BIG)12!Rachel EngOklahoma State UniversityLisa Pinamonti KressUniversity of KansasLiz RainwaterTexas Christian UniversityAMPLIFY YOUR COMMS TO LEVEL(BIG)12!Rachel Eng Oklahoma State University,Associate Director of Admissions CommunicationLisa Pinamonti Kress Uni

2、versity of Kansas,Assistant Vice Provost and Director of Undergraduate AdmissionsLiz Rainwater Texas Christian University,Director of Admission Marketing and CommunicationTOPICS1.Versioning/A-B Testing2.Increasing Conversions3.Event Communication Templates4.Optimizing Inbox5.Templating Down The Funn

3、el6.Project Management7.QR Codes Pros and Cons8.Rules-Based Drip Campaigns9.Slate Video10.Working with Campus Partners11.Dictionary for Checklist Completion12.Translation Codes for CTA1.VERSIONING/A-B TESTINGPro tips:Easy way to send even better emails to your audiences.Squeezing a few percentage po

4、ints of improvement makes a big difference.Confirm(or deny!)what we think we know our audience wants.Test and analyze your results.1.VERSIONING/A-B TESTINGUse Version 1 and Version 2 for anything within a message:PhotosSubject lineFull content of email1.VERSIONING/A-B TESTING Use test sampling when

5、scheduling.Consider mailing size and timing.Split testing causes delay.1.VERSIONING/A-B TESTINGGuess what performed better?A:How will you choose to earn your graduate degree?B:You choose how you earn your graduate degree.2.INCREASING CONVERSIONS Keep it simple.Determine your ultimate goal/priority.U

6、se HTML buttons to make your CTA extremely clear.2.INCREASING CONVERSIONS Single CTA button increases email clicks by 371%(WordStream).90%increase in click-through rate by using first-person phrasing(ContentVerve).3.EVENT COMMUNICATION TEMPLATES Create,schedule and send automated emails outside of D

7、eliver.Consolidate and simplify processes.Leverage a streamlined communication system.Select appropriate triggers and timing.Set it and forget it.3.EVENT COMMUNICATION TEMPLATESExamples:Confirmation pageReminder email with event portal linkPost-event emailNo-show emailWaitlist communication3.EVENT C

8、OMMUNICATION TEMPLATESTips:Capture data on the event registration form.Use form fields.Use event portal for event-specific information.Copy new comms for each cycle to track delivery statistics.Close the event and mark all attendees/no shows.Separate templates for in-person and virtual.Test,test and

9、 test again!4.OPTIMIZING INBOX Counselors use Inbox instead of email client.Create new Outlook emails as a Slate Inbox.General admission accounts using Slate Inbox.5.TEMPLATING DOWN THE FUNNEL As a student progresses through the funnel,their email template shifts in style.Use Templates Folder in Del

10、iver for consistent email-design bases.Pre-SeniorApplicantAdmitted5.TEMPLATING DOWN THE FUNNELClean out regularly.Encourageindependence.6.PROJECT MANAGEMENT Coordinate efforts between the communications and data teams.Establish approval processes,archive communications,assign deadlines and track pro

11、ject notes.Assess gaps in your processes.6.PROJECT MANAGEMENTExamples:Query approvalContent approvalEvent communication testingCampus partner requestsTracking,copying and restarting communicationsTips:Start simple.Establish guidelines and be consistent.Assign a project lead.7.QR CODES PROS AND CONS

12、Slate-generated QR code examples:FormsVisits and eventsDaily visitsLarge visitsOff-campus events7.QR CODES PROS AND CONS Pros Eliminates lines.Automates check-in process.Check-in at multiple locations.Cons Reminding students.Must use mobile device with Slate app.Student name is shown briefly.Guest c

13、ount is not shown.8.RULES-BASED DRIP CAMPAIGNS Automate from anything:ClicksGPAPing dataVerificationEvent RegistrationDemonstrated Interest8.RULES-BASED DRIP CAMPAIGNS If you have data on it,use it!Note:Open-rate metrics have become extremely unreliable.9.SLATE VIDEOPower of video and personalizatio

14、n:Average teen watches 68 videos per day.85%of teenagers say they use YouTube.95%of the message is remembered when in video vs.10%in plain text.70%of students are likely to stay on campus if someone knows their name.9.SLATE VIDEOPersonalized video messages to prospective students via email or text m

15、essage.Increase yield and boost engagement without contracting with a third-party vendor.9.SLATE VIDEOExample:9.SLATE VIDEO Create and configure a new portal,which serves as the template for all personalized Slate videos.Slate Knowledge Base:okla.st/3NUUZZi 9.SLATE VIDEOExamples:Campus visit follow-

16、up from tour guides.Introductions from admissions counselors or academic advisors.Academic program recruitment from faculty.Orientation and enrollment follow up from current students.Tips:Be authentic,not scripted.Keep it short(less than 30 seconds).Facilitate engagement through personalization.10.W

17、ORKING WITH CAMPUS PARTNERS Building reports.Recording all recruitment activities and communications.Using Slate Inbox.10.WORKING WITH CAMPUS PARTNERS Alternative to Slate Inbox:BCC line so it records on students timeline.11.DICTIONARY FOR CHECKLIST COMPLETION Mitigates risk of nomenclature changes

18、affecting email messaging.Cleans up code.Guarantees accurate reflection of portal data.11.DICTIONARY FOR CHECKLIST COMPLETIONDictionary Checklist MessageRules-Based Checklist Message11.DICTIONARY FOR CHECKLIST COMPLETIONDictionary Checklist HTMLRules-Based Checklist HTML12.TRANSLATION CODES FOR CTA

19、Populate calls to action based on student status.Communicate specific next steps to multiple populations within one email using checklist items.Tips:Update throughout the recruitment cycle.URLs are not hyperlinked,except when viewed on mobile devices.12.TRANSLATION CODES FOR CTACreate a new translation key using the value type:string(discrete values)Unique values based on your checklist items.QUESTIONS?Connect with us!Rachel Eng|rachel.engokstate.edu|BeAnOSUCowboy Lisa Pinamonti Kress|lpkressku.edu|BeAJayhawk Liz Rainwater|e.rainwatertcu.edu|TCUAdmission#SlateSummit