Hampton U -Online - Annual Report 2021

FRAMEWORK FO

OR THE FUTURE

46

MARKETING A

AUTOMATION

47

MARKETING AUTOMATION CAMPAIGN GOALS

PROGRAM OBJECTIVES

• Leverage high-level brand creative that uniquely
connect with today’s incoming college students

• Track engagement and content consumption to
message with our target audiences during each
Hampton University Online

• Deliver content that provides our audiences with
to help guide them towards a conversion (applic
help current students and alumni connected wit

• Leverage automated email and adtech systems
cultivate and generate meaningful applications

y positions Hampton University Online to be able to
s, career changers, and career advancers
o ensure that we are communicating the right
h inflection point of their interactions with
h the education they need to learn more, the CTA’s
cation with Hampton), and ongoing messaging to
th Hampton University Online
s to maximize audience engagement and to

to increase student enrollment

48

MARKETING AUTOMATION CAMPAIGN GOALS

We aim to guide our target audiences thro
initial point of awareness, through to a

Awareness Consideration
+ Qualification

ough their unique brand interaction from
a conversion/enrollment, and beyond.

Presenting + Happily
Closing Endorse
(Post-Close)

OUR APPROACH // RECOMMENDED TECH STACK

In order to gain the necessary data to power this program, the following technology
insights and analytics to create this highly personalized creative and dynamic mess

Tracks user behavior, powers all forms, Delivers personaliz
enables email automation campaigns desir

Central database to
Compiles and manages a

Enables Hampton UO to ma
studen

platforms will be utilized as the foundation of our engagement, providing the
saging for each prospect

zed ads based on user’s Tracks user behavior on all digital properties
res/needs Tracks performance of media efforts

which all platforms sync 50
all user data in “nurture” lists

anage prospective, and current
nts’ profiles

IMPLEMENTA

ATION IMPACT

IMPLEMENTATION IMPACT // MEDIA ASSETS

We have worked together to develop a media plan that takes into account the differ
down the funnel and closer to a conversion/enrollment.

TARGET AUDIENCE SEGMENTS Prospective Student Print,

Entering college for the first time Consid

Career Changer Webs

Looking to change their existing career Pr

Career Advancer Online R
D
Wants to reach the next step in their
career through education Happil

Website

rent and necessary communication buckets aimed to help drive users further

Awareness Goal: Drive Interest
Create awareness among
, Direct Mail, Collateral, Social
Media, Emails, SEM target audience(s)

deration + Qualification Goal: Educate, Drive Demand
Explore Hampton UO
site, Retargeting, Brochures, and learn more
Videos
Goal: Drive Enrollment Intent
resenting + Closing Generate quality applications to

Retargeting, Social Retargeting, Hampton UO
Drip Campaigns, Website
Goal: Create Loyalty
ly Endorse (Post-Close) Stay connected with Hampton

e, Social Media, Drip Campaigns UO and share their story

52

IMPLEMENTATION IMPACT // WEBSITE OPTIMIZATION

• CRM + Email Marketing Set Up: Establish a MailChim
applications, accepted students, current students, a

• Entry Points: Identify opportunities to capture users
within MailChimp

• Form Handlers: Ensure all forms / lead capture opp
being imported into the CRM in real-time for follow-

• Form Fields: Audit existing forms to develop a form
their audience type, program of interest, and any oth

• Event Triggers: Introduce communication points as
custom URL redirects, and form handlers) for our au
unique brand experience with Hampton UO

mp account in oder to manage prospective students,
and alumni
s' information in order to add them as a prospect
portunities are integrated with MailChimp so users are
-up communication
field strategy designed to segment users based on
her relevant details
ssociated with triggers (backed by automation rules,
udience to self-identify where they are within their

53

FRAMEWORK + MESSAGI

ING RECOMMENDATIONS

CAMPAIGN FRAMEWORK // AWARENESS

AWARENESS CAMP

Prospects who have submitted th
website form, career fair/event, s

Ema
We Are Hampton

Ema
Introduction to

Ema
Why an HBCU Migh

Ema
What Makes Hamp

Ema
Apply

PAIGN FRAMEWORK

heir contact information through a
social media, or other entry point.

ail 1
University Online

ail 2
o Our Programs

ail 3
ht Be Right For You

ail 4
pton UO Different

ail 5
Today

55

CAMPAIGN FRAMEWORK // CONSIDERATION

CONSIDERATION CAM

Prospects who have submitted a
Hampton Univ

Ema
Thank You For Y

Ema
Explore Our Aca

Ema
Financing Hel

Ema
Transferring?

MPAIGN FRAMEWORK

an application for enrollment with
versity Online.

ail 1
Your Application

ail 2
ademic Catalog

ail 3
lp + Planning

ail 3
? We Can Help

56

CAMPAIGN FRAMEWORK // INCOMING STUDENT

INCOMING STUDENT CA

Applicants who have been accepted
program for the up

Ema
Welcome to H

Ema
Meet You

Ema
Register fo

Ema
Get Set Up On

Ema
Tuition Qu

AMPAIGN FRAMEWORK

d into Hampton University’s Online
pcoming semester.

ail 1
Hampton UO!

ail 2
ur Advisor

ail 3
or Classes

ail 4
n Blackboard

ail 5
uestions

57

CAMPAIGN FRAMEWORK // LOYALTY

LOYALTY CAMPAI

Students who have graduated or co
Universit

Ema
ConGRAD

Ema
Share Yo

Ema
Keep in

IGN FRAMEWORK

ompleted a program with Hampton
ty Online.

ail 1
Dulations!

ail 2
our Story

ail 3
n Touch

58

CREATIVE A

APPENDIX