Welcome
This is the first edition of our refocused client newsletter, which will replace Inside EMP. Our goal is to focus on you, our valued client, and specifically how you can maximize your Enrollment Marketing solution. We hope you will take a moment to kick back and indulge in a little coffee break with us.
This edition focuses on data; please enjoy!
Optimize, Forecast and Manage: Deploy Insights by Liaison and see
your data in a whole new light.
“Insights has been a fantastic addition to EMP. The ability to drill down into data in a real-time capacity far outweighs building custom reports or waiting for automated reporting. We could not be more pleased to add this into our day-to-day operations.”
– Dr. Joe Parisi, Vice President for Enrollment Management, Central Methodist University
Since the acquisition of the TargetX technology suite in late 2020, more Liaison clients have been taking their data analytics and reporting to the next level with Insights. This powerful software solution is now fully integrated into EMP and Enrollment Marketing.
If you haven’t deployed Insights, here are a few reasons why you should schedule a product meeting soon:
- The system is user-friendly and easy to integrate with EMP and existing processes and campaigns.
- Data can be used to prioritize team efforts, set goals, and pivot quickly to seize opportunities.
- Insights provides a reliable, real-time snapshot of your enrollment progress.
- Return-on-investment measurement is built-in.
- You can compare year-over-year performance and look at historical trends.
See it all come together at marketing.liaisonedu.com/software.
What can one little box do for you?
Feature Focus: IntelligentPrint powered by Liaison’s one-of-a-kind QR tracking!
We all know what a QR – or Quick Response – code can do: Using your camera on your smartphone you hover over the image and are delivered directly to a web page. It’s a shortcut that has been around a while but has recently grown more popular.
For a business, QR codes make it easy for customers to engage with your website and perform some desired action. In the case of higher ed, it can allow a prospective student to go directly to their PURL, an event registration form, or application portal for example.
Now Liaison has introduced an innovation to the QR codes used in our personalized print marketing materials – a first-of-its-kind for higher education: intelligent tracking.
What does this mean exactly? Now when a student scans a QR code, that interaction will be recorded in their student record in EMP. As you track touchpoints – like email open rates, event registrations, and PURL logins – you can add QR code scans to that list. This provides an even more comprehensive and accurate look at student engagement.
Admissions counselors can see that a student engaged with a print piece and follow up with them immediately. Your EMP dashboard will be able to show total scan rates and engagement on a campaign level.
1. QR CODE IS CREATED
2. STUDENT SCANS THEIR CODE
3. STUDENT ENGAGEMENT TRACKED
Easy to implement and included with your EMP solution, this exciting new functionality is just one component of Liaison’s intelligent print approach.
Ask your client service management team to show you how easy implementing intelligent QR tracking can be.
Let’s talk about Alderson Broaddus University
Located in Philippi, West Virginia
31 undergraduate majors
900 undergraduate students
~17% enrollment increase
Dr. Eric Shor, Executive Vice President for Administration and Vice President for Enrollment Management at Alderson Broaddus (AB) University, recently shared how supplementing AB’s athletic recruitment with Enrollment Marketing by Liaison led to an enrollment increase of nearly 17%.
What was AB’s enrollment marketing approach like prior to Liaison? Why did you and your team opt for a different solution?
The system we were using for student engagement, outside of our traditional athletic recruiting, wasn’t really moving the needle that much. We didn’t see any significant rise in enrollment, and we knew it was time to explore other options.
The ability to improve student recruitment and enrollment marketing with Liaison’s Enrollment Marketing Platform (EMP) was critical for AB.
How did you go about making those improvements?
One of the first things we wanted to do with Liaison’s support was increase our junior and sophomore outreach, particularly for non-athletes who have never heard of AB.
We worked with Liaison’s marketing team to put together different personalized campaigns – emails, postcards, brochures, and letters. Before Liaison, we didn’t have the resources to produce marketing materials outside of standard emails and texts.
Can you give an example of one of those campaigns? What kind of impact did it have?
Our 2020-2021 Presidential Drive to Apply Campaign (PDTA) proved to be really effective and successful. It included a personalized letter from AB’s president and a series of nurture emails encouraging students to apply. It led to over 200 student applications out of 390 applications in 2021.
In addition, 71.6% of AB’s 2021 inquiries were generated from our 2020-2021 Junior/Sophomore Search Email campaign.
Your campaign development and personalized messaging seem to be paying off. Does AB have plans for future Liaison expansion?
We plan to implement Othot by Liaison for student recruitment and net-tuition revenue growth.
The biggest challenge in enrollment management is recruiting the right student. With Othot’s ability to predict the likelihood of student enrollment, we will be able to proactively and effectively leverage our historical data throughout the enrollment process rather than relying on gut feelings to make impactful admission decisions.
To learn more about AB’s journey toward an enhanced and well-rounded recruitment strategy, check out the full case study featuring Dr. Eric Shor.
Meet the expert: Brian Watts, Marketing Analyst
“Liaison is well equipped to tackle the big challenge of providing a holistic look at client data.”
At Liaison we take pride in providing our clients with the best behind-the-scenes expertise. In this issue, we meet Marketing Analyst Brian Watts, one of the many hands-on team members solving enrollment challenges for our clients through their hard work every day.
In simplest terms, Brian’s role is to bring together data from various sources to tell a meaningful story about the performance of enrollment marketing efforts. That story is then represented visually (such as in dashboards, pie charts and bar graphs). Data from all Liaison clients can be pulled together and combined to look at benchmarks and trends across the industry.
“Basically, I take a whole bunch of uncorrelated data sets – whether they’re in spreadsheets or analytical tools or other kinds of databases – and find the correlation points. Then I funnel that data through visual programs to make dashboards. The goal is to make big data palatable so that our clients and internal marketing experts have what they need to make data-driven decisions,” Watts explains.
“My focus right now is pulling these data sets together so we can look at historical trends. A short-term goal is to incorporate Google analytics so we can better understand our web traffic and how campaigns and marketing impact web traffic for our clients. Another is developing a range of dashboard styles, so depending on client type and a person’s role, they see exactly what they need to see. We’re looking to spin off different views for different users,” he says.
“This kind of powerful data modeling is essential to decision-making but it’s something most of our clients can’t do on their own,” says Shane Mallen, Marketing Technology and Digital Services Manager. “That’s ok because our role is to be the experts for our clients.
“Liaison is well equipped to tackle the big challenge of providing a holistic look at client data and using that data to drive better decisions. It’s a work in progress, and Brian is an integral part of that commitment,” Mallen says.
Brian, who brings eight years of data analysis experience to Liaison, says: “Liaison has given me the opportunity to do challenging and exciting work. I also really like my team. I have a great manager who gives me what I need, so in turn I can give our clients what they need.”
Email: marketingservices@liaisonedu.com | Phone: (845) 473-4400
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