eCRM – Conversation Planning

The Conversation Planning Service provides a comprehensive and systematic approach to baseline current recruitment communication efforts, identify content needs and performance gaps in the prospect nurturing process, and to develop communication schematics to support prospective students in their decision making process.

Enrollment marketers have long been content to send endless message streams of “visit”, “apply”, or “register” pleas rather than initiating conversation. And with investments in CRM technology, colleges and universities are simply speeding up the timing, rather than improving the conversation. What’s needed is a better approach to initiate conversation and to respond in kind to the data and behavior that a prospective student provides.

A comprehensive approach to recruitment eCRM messaging

The Conversation Planning Service is comprehensive communication program management for college enrollment marketing and recruitment. We develop and execute your digital communication plan that engages prospective students at various stages of their enrollment lifecycle. Students receive timely information at the right stage of their decision journey while admission offices increase the velocity of their enrollment pipeline.

Pull your brand through direct messaging

College branding efforts often lose their effectiveness once you get past the marketing collateral and top pages of the website.

Our approach ensures that your existing brand message or promise is pulled through and reinforced in your follow-up. Enrollment professionals benefit from our turn-key approach where we leverage your current branding and attributes to create dynamic messaging plans. This also allows your marketing and recruitment teams to focus on your ground game – connecting with students, their parents and other influencers. We review your current college recruitment and marketing collateral, identify content needs (if any) and any performance gaps in your prospect nurturing campaigns.

Service outcomes include:

  •  Analyzing the current velocity of your enrollment pipeline

  • Identifying your key brand declaratives and supporting points

  • Defining audience segments and matching key messages

  • Surveying prospects to identify potential objections to admission application

  • Journey mapping the prospective student through the enrollment process

  • Designing messaging schematics including calls to action, behavioral triggers and timing

  • Monitoring and reporting on plan performance

Your plan is automated using EduConverse, DemandEngine’s higher education marketing automation platform. We can also deliver our services in a technology-agnostic. Regardless of your current CRM or marketing automation software platform, DemandEngine can develop and assist in the implementation of your conversation plan.

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