Laureate
Advancing Marketing Campaign Effectiveness
Challenges
- Lead development efforts were declining in reach and ROI
- Competitive pressure was forcing new student-centric Go-to-Market approaches
- Mobile access was changing the prospective student expectation and experience
- Campaign management teams were not fully trained to use the tools they have
- EMM/IMM (Enterprise/Integrated Marketing Management) tools were outdated and incapable of meeting the advanced needs of consolidated CRM database or omnichannel audience experience
- Limited prowess with the campaign management tools made it hard for Laureate teams to test, optimize campaigns or actively utilize meaningful reports
Approach
- Assess Lead Development campaigns, operational processes and goals, introduce best practices and suggest risk mitigation approaches
- Identify and enable “quick fixes” on the Aprimo Implementation in lieu of complex and costly customizations
- Audit the current process and methodology for use of the Aprimo platform based on current automated and ad hoc campaigns and produce a matrix of opportunities to improve practices/performance with no upgrade
- Suggest areas to develop new skills, optimize, implement, make changes, tighten time frames, and streamline Lead Development operations
Results
- Identified four key methods to higher ROI that could be implemented with current team and tools
- Outlined dozens of suggestions for improved practices specific to their Aprimo instance that would streamline operations and increase campaign effectiveness
- Developed a mobile-first campaign approach for ad hoc campaigns, designed to engage prospective students “where they live and work”
- Created a training session to help the team improve skills and optimize their marketing efforts using today’s tools
- Prioritized the recommendations in context with business requirements and long term plans to upgrade and integrate lead development efforts with a larger database overhaul