How emarketing creates new channels

March 26th, 2007

Anyone faced with the challenge of communicating to perspective students can identify with the words of Charles Dickens: it is the best and worst of times, the age of hope and the age of despair.

We all hope to engage more and better-matched students for our institutions. And yet we sometimes despair when faced with so many choices for how to make it happen.

Linda Stone, writing in Harvard Business Review (2/2007), describes our media saturated world this way: “Continuous partial attention…involves constantly scanning for opportunities and staying on top of contacts, events, and activities, in an effort to miss nothing.”

Elliance has helped colleges and universities deploy simple and affordable emarketing tools to breakthrough the data noise and clutter and engage students and alumni.

Elliance worked with a consortium of six Atlanta MBA programs that overcame the inherent instinct to go it alone. They used our ennectEvent software to launch and host a very successful MBA information and recruitment event. Six admissions teams, sharing mailing lists and coordination the event from their desktop. Read more about the Atlanta student recruitment initiative here.

Carnegie Mellon University wanted to bring more reader participation to its online version of Carnegie Mellon Today, the school’s flagship publication. They used our ennectSurvey software to gather reader trends across audience segments: alumni, faculty, staff, students, parents and friends.

St. Edwards College, a private, four-year, Catholic, independent, liberal arts university of more than 4000 students located in Austin, Texas, wanted to target email to students based on special interests and other profiles. They used our ennectMail software to customize permission-based e-mail for recruiting purposes, opening the door for admissions counselorskk to begin a one-on-one dialogue. Read more here.

Carnegie Mellon University’s new Qatar campus wanted to raise their brand awareness throughout the region and around the world. They leveraged our ennectSweeps platform to create a worldwide scholarship contest that centered around solving one of the world’s most pervasive problems, hunger, using technology. Read more here.

Each example shows how smart admissions marketers have replaced traditional, labor- and time-intensive processes with smart, electronic solutions. These solutions allow you to deploy marketing campaigns quickly, without additional investment in human resources.

These emarketing tools (email, event, survey, sweeps) can be easily integrated with search engine marketing and web 2.0 functionality. The result is more and better student prospects, measurable return on investment, and the ability to accelerate prospective students through the permission layers.

Entry Filed under: eduWeb Conference, Marketing, Channels