Welcome
Welcome to the second issue of Enrollment Marketing Minute, a newsletter created specifically to enhance the performance and satisfaction of our current clients. We invite you to take a minute to get to know the people who are committed to your enrollment success, to learn how your fellow clients are maximizing their Liaison systems, and to explore new options and ideas for achieving your goals today. Enjoy!
Just ask Othot: This advanced analytics platform is a game-changer for admissions decision makers.
What if you could…
Use life cycle analysis to more thoughtfully deploy your limited staffing and financial resources, justify budget requests or track ROI?
See in advance the potential impact of certain tactics like adjusting scholarship offers, adding an “apply now” postcard, or inviting prospective students to a particular event on your campus?
Analyze the complete student life cycle – from lead to inquiry to application to deposit – and use that data to better model and predict the kinds of students most likely to enroll?
Othot by Liaison is a cloud-based predictive and prescriptive analytics platform that brings to light all of the intelligence hiding in your data. It uses artificial intelligence to answer the questions that keep you up at night – and provides the guidance you need to develop next steps.
What’s happening now?
Othot shows you all the communication touchpoints or marketing tactics that a student has experienced, allowing you to see the impact of specific activities on your enrollment numbers in real time. Data is accessible and results are transparent and actionable.
What could happen in the future?
Othot also includes “What If” tools that allow you to model what is most likely to happen if you deploy additional communications to various groups. You can play with “What If” options to predict which tactics would give you the most bang for the buck.
Where should we spend our money?
Othot captures data about your enrolled students – like distance from home, location, test scores, household income, etc. – to build a data-driven profile of your most likely student, allowing you to better target your marketing and budget your efforts going forward. (Here’s a tip: adjustments for the pandemic or other unusual circumstances can be made if you choose.)
The tool higher ed has been waiting for!
Thoughtfully applying Othot’s AI and machine learning capabilities to drive search strategies, Enrollment Marketing campaigns, and financial aid plans, as examples, provides a true competitive edge in a hyper-challenging recruitment environment. This powerful analysis can be applied to undergraduate and graduate programs alike.
From the start, Othot was designed as a powerful tool for higher education; now with the recent acquisition of Othot and its integration into Enrollment Marketing, the potential is beyond measure for Liaison clients.
Focus on the Individual
Know who to target by using data to drill down to details at an individual level.
Get Immediate Predictions
Discover how likely an individual is to take action with real-time, dynamic predictions.
Use Prescriptive Modeling
See which action will have the greatest impact on an individual’s behavior.
Save Time and Money
Find out where to focus your resources with our affordable, cloud-based software.
What does your envelope say about you?
Feature Focus: Intelligent Print can power your paper envelopes, too!
An exciting feature of the Liaison system has always been the glassine envelope which allows your brochure (and hyper-personalization) to shine through. But sometimes a paper envelope feels more appropriate, particularly for more formal communications such as a presidential welcome or official acceptance letter. Paper envelopes can add a special touch to select small-batch campaigns.
With Liaison, the traditional paper envelope doesn’t have to lose the personalization or relevancy that powers engagement. Want to see how it works? Check out the envelope this newsletter came in!
Looking for some ideas? These are perfect for personalized envelopes:
- A formal welcome letter from the dean of a school or college with variable by major or graduate degree program
- A congratulatory graduation notecard to high achieving students highlighting a student’s high school
- A tour invitation from the athletic director with variable by sports team
- A formal invite to join the Honors program with expected graduation year
- A family weekend invitation to accepted student families with family last name; include “we can’t wait to see you all the way from {insert state}” for out-of-state families
- A letter from the director of financial aid with in-state vs. out-of-state variable messaging
- A graduate school search letter for alumni that references their original graduation year and major
Ask your client management team to show you how easy variable envelope design can be – and how this Liaison feature can be used to create one-of-a-kind communications through every point of your enrollment life cycle.
Let’s talk about Minnesota State University Mankato
Located in Mankato, Minnesota
130 undergraduate programs
85 graduate offerings
+20% increase projected first year enrollment
Brian Jones, Director of Admissions at Minnesota State University, Mankato, shares how Mankato’s nearly decade-long collaboration with Enrollment Marketing by Liaison has helped the school to achieve continual recruitment success.
Thinking back to when Mankato first partnered with Enrollment Marketing by Liaison nearly a decade ago, what kind of support were you and your team looking for?
We needed a partner that could provide not only the technology but also the expertise needed to enhance our enrollment marketing efforts. While we have an internal team on site, we were missing key recruitment knowledge.
How has Mankato leveraged Liaison’s enrollment marketing expertise?
The support and consulting we get from our incredible Client Success experts have been a huge asset. They can provide recommendations and best practices to successfully engage with our wide range of students in unique, innovative ways. It’s not just us on our own anymore trying to figure it out.
Can you give an example of how you’ve implemented some of those recommendations?
We had a pretty good baseline strategy for targeting populations, but we didn’t have the right tools in place to do it easily or effectively. That’s where our work with the Client Success team became critical. We collaborated and brainstormed with them to maximize Liaison’s Enrollment Marketing Platform (EMP) segmentation capabilities for our various student types: first year, transfer, dual enrollment, etc.
What kind of impact has this creative partnership with Liaison had on Mankato’s recruitment process?
The personalization and segmentation that we’re able to achieve, while bringing in 3,300 new students every fall with a small number of recruiters, is only possible with Liaison’s EMP and team of enrollment marketing experts.
Without a doubt, Liaison has helped us maintain high enrollment rates while other schools in the region are experiencing a decline.
For more insight on Mankato’s recruitment growth, be sure to check out the full case study featuring Brian Jones.
Meet the experts: Our Creative Team expands
At Liaison we take pride in providing our clients with the best behind-the-scenes expertise. In this issue, we meet the four newest members of the Creative Services team, who signal an expansion of services for our valued clients.
“Nothing excites us more than providing the most insightful, innovative, on-brand, and on-target creative solutions for our clients,” says long-time Enrollment Marketing Creative Director, Jason Davis. “That is why we are proud to announce we have expanded our Creative Services team significantly over the last 9 months, adding considerable higher education and creative expertise to our team.
“This thoughtful build-out of the Creative Services team is designed to allow more flexibility in solutions delivery, cross-training and improvement initiatives,” says Jason.
Rebecca Rodgers-Kline
Associate Creative Director for Copywriting
A copywriter by trade, Rebecca previously served as director of marketing for two small private colleges in the Midwest – both of which were also Liaison clients. Her broad background also includes marketing management for a large public flagship university, a Fortune 500 technology firm, and a leading HR ad agency.
“I love delving into what makes a client unique then developing copy and messaging that lets that uniqueness shine brightly.”
Stephanie Osorno
Senior Content Creator
Stephanie brings 8 years of copywriting and content marketing experience to the Copy team. As a versatile content creator, she has produced action-driving content for numerous clients including the education media brand, Pearson. Stephanie holds a master’s degree in professional writing and a certificate in storytelling and content strategy.
“I enjoy the challenge of producing a final product that will add meaningful value to a client’s enrollment marketing goals and showcase their individual brand.”
Jane Walsh
Graphic Artist and Pre-Production Specialist
Jane loves the fast pace of her role as a pre-production specialist, which entails juggling document edits and preparing print files for variable data, plus occasional design tasks. In addition to 13 years of publication and marketing design for a state university, Jane offers significant freelance and art production experience.
“Accuracy in all we do – that’s what drives me. Detail orientation is more than just a buzz word for me, it’s a way of life.”
Erin Gehringer
Graphic Designer
Erin has just started as a full-time Liaison employee but has been a busy freelance designer for Liaison for nearly 4 years. As an avid Penn State alumni, Erin brings her 10 total years of graphic design expertise to both client work and Liaison internal projects.
“I jumped at the chance to join Liaison full-time. It’s great to work with the variety of clients, engage with such a positive team, and design for a variety of fun and unique brand styles!”
Email: marketingservices@liaisonedu.com | Phone: (845) 473-4400
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