Impressive Liverpool youngsters prove too strong for Fulham

first_imgMatthew Briggs and Pajtim Kasami featured for Fulham as they were beaten 2-1 at home by Liverpool in the Under-21 Premier League on Monday afternoon.Fulham equalised through Cauley Woodrow after Adam Morgan’s early goal had put Liverpool ahead.But the Reds’ lead was restored when Krisztian Adorjan pounced on the loose ball after goalkeeper Neil Etheridge was unable to hold Danny Pacheco’s shot.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 Follow West London Sport on TwitterFind us on Facebooklast_img read more

Unpacking “Inspiring excellence in sports and creative industry” at the 2018 Nation Brand Forum

first_imgBrand South Africa successfully hosted the third Nation Brand Forum at the IDC in Sandton on Thursday 11th October 2018, under the theme: Inspiring excellence in sports and creative industry.Industry experts in their respective fields of arts, film, dance, music and fashion honoured their invitation and attended to engage, collaborate and find a cohesive approach to enhance the nation brand image.In her opening address, Brand South Africa’s Board Trustee, Ms Mudithambi Ravele, applauded the country’s strong brand image enablers for their hard work domestically and internationally.She emphasized the importance of an aligned vision, “to ensure the success of our country and for the betterment of all”.Deputy Minister of Communications, Ms Pinky Kekana delivered a message of encouragement saying that; “every country has to nurture its strengths. Similarly, South Africa is rated highly in the sports fraternity as well as in music, arts and storytelling. It’s been proven that strong brands are strongly associated with excellence in the delivery of its selling proposition”.Sylvester Chauke, Founder of DNA Brand Architects and one behind many successful brands, left the audience in awe, when he unpacked the Nation Brand reputation and image through case studies. One of these included  the moving video of recording breaking middle-distance runner Caster Semenya #JustDoItThe Nation Brand Forum took a different approach this year and kicked off with a panel discussion focusing on how to leverage South Africa’s strengths to compete and advance South Africa’s reputation.  Sports Commentator Thabiso Tema, moderated a panel that included; FNB Head of Sponsorship, Bonga Sebesho, Choreographer and award winning dancer Paul Modjadji, Musician Sibongile Khumalo, Fashion Designer, David Tlale, Film Producer, Harriet Gavshon.Taking to social media to share highlights from the discussion under the #NationBrandForum18. The audience shared;@the_sithe Oct 11 @DAVIDTLALE , says the Tlale brand had to 1) decide what it stand for, 2) what narrative to tell and 3)how do it stand out. South Africa has to have institutions that impart skills , wisdom of how to better compete as South African brands on a global front #NationBrandForum18@nnusi Oct 11Hope is not a strategy – @ThabisoTema #NationBrandForum18@nthabelengphora Oct 11#NationBrandForum18 it’s necessary for all forms of art to be aggressively marketed. Highlighted the importance of partnership and local collaborations to grow each other’s industries. Maintain good quality products and service to be globally competitive.@SMbatha_Senzo Oct 11“Meaningful Collaborations assist in taking our different brands into bigger audiences “ #PaulModjadji #NationBrandForum18Following which, the guests were afford one-on-one breakaway sessions under the tags and facilitators;Breakaway 1: Music – Facilitated by Zwai Bala ‏ @LeboLion_SA Oct 11 “What we do tends to be treated like a hobby and not a profession” – Mam’Sibongile Khumalo talking about how South African society tend to view creative professions. #NationBrandForum18          Breakaway 2: Sports – Facilitated by Kass Naidoo and KC Mathoma@Brand_SA Oct 11  In the Sport breakaway room, moderators @kassnaidoo and @kcmathoma have posed the challenge to delegates to, by the end of the session, come up with six insights on how we can use the Nation Brand to enhance sports. #NationBrandForum18          Breakaway 3: Arts, fashion & Heritage – Rosie Motene @Nto_B Oct 11 ‘Think global act local’ words from discussion happening in the breakaway session (Arts, heritage and fashion) led by @RosieMotene #NationBrandForum18 @Brand_SA               Breakaway 4: Film & Broadcast – Facilitated by Eric Miyeni          ‏ @matalane Oct 11 SA has a unique story to tell the world. Through our thriving & innovative film industry the SA narrative can educate the world about SA. #NationBrandForum18 @Brand_SA @EricMiyeniFeedback by these facilitators gave way to the understanding that despite the work under way, it is important to remember that the work never ends. The country’s image is the responsibility of all its citizens.As, radio personality, Ashraf Garda took to the mic, to reiterate that “Champion People Build Champion Nations. We need to link our personal successes to our country.”Brand South Africa’s Acting Chief Executive Officer, Ms Thembi Kunene – Msimang, gave a vote of thanks, she commended the team and said that continuous dialogues need to be had to represent ourselves as a strengthened Nation Brand.“Ladies and gentleman thank you so much on behalf of Brand South Africa, today was profound. We are competing with a lot of countries, but the best that we can do is really be who we are, naturally out there and representing our true selves to the world” said Ms Kunene – Msimang.Follow the conversation #NationBrandForum18last_img read more

Aputure Releases the 300D II — with Lantern Attachment

first_imgThe much-anticipated successor to the highly successful 300d LED light fixture, the 300d II comes jam-packed with all of the new features we were looking for in a powerful on-set light package.If you saw our post covering the announcement of both the 300d II and the lantern attachment during NAB week, you might know how excited we were to check it out in person. It checked off all of the items on our wishlist: more brightness, an attachable ballast, and even app control from their new Sidus app. The 300d II is available for purchase now, but before you go off and buy it, take a look at some of the new features.All-New Redesigned Control BoxOne of our biggest gripes with the original 300d was its convoluted power ballast system. There were two separate boxes — one for power, and one for the controls — and they were constantly just . . . in the way on set. But we have nothing to gripe about anymore. Aputure’s all-new control box is a marvel in the lighting world. There’s really nothing else like it out there right now. It uses a fanless design that utilizes heatsinks, which renders the box completely silent. The control box can also attach directly to a C-stand using the new quick-release tool, which makes organization a whole lot easier on set. If you’re shooting in an area without access to power, you’re in luck: you can power the 300d II with two V-Mount or Gold Mount batteries — or even with just one battery at half output. That’s pretty useful if you don’t have access to a generator.On top of all the other crazy-good ballast features, there are now built-in lighting FX that we’ve seen on Aputure’s other products, like the AL-MW, that include useful on-set effects such as “Paparazzi,” “Fireworks,” “Lightning,” “Faulty Bulb,” “TV,” “Pulse,” ” Strobe,” and “Explosion.”Sidus Link ControlWe’ve been absolutely psyched to find out more about Aputure’s new light-linking app Sidus, and it’s looking like we’ve got our first product that will feature connectivity to the software. Here’s what Aputure says about the connectivity features with the 300d II:Featuring all-new Bluetooth SIG mesh network technology, the 300d Mark II will also the first app-controllable Aputure lighting fixture. This technology will allow you to control a 300d Mark II from up to 400 meters away, by linking multiple lights up to 80 meters apart. Using the Sidus Link app, you’ll be able to access all of the functions of the control box, in addition to being able to save presets, finely tune and trigger additional lighting FX, as well as install firmware updates, all from your smartphone or tablet.Aputure has said that it will be making backwards-compatible attachments that can connect to your non-Sidus Aputure lighting gear to the app, but we’re just going to have to wait on that release.More Power and EfficiencyHaving more available power on set is always a good thing. The 300d II is 20 percent brighter than its predecessor. It also comes with Aputure’s brand-new, hyper-efficient, 55-degree reflector. After redesigning the shape and coating of the inside of the reflector, Aputure increased the output by more than three times, compared to the original 300d.Bonus: The Aputure LanternNow I’m not going to lie: I’ve been excited about this for a long time. I am a huge fan of using china balls on set, but they can be a nightmare to work with. The paper rips constantly, and they have the penchant to accidentally catch fire if exposed to too much light. The Aputure Lantern fixes that problem by providing ample soft lighting with just a quick attachment to your 300d II. It’s also a tension-based system that can fit in a small carrying case, which makes it incredibly portable and easy to access for run-and-gun filmmakers.One of the coolest features of the Lantern is the skirt attachment. It’s a black cloth that can direct and block your soft light toward your desired target. It’s great for lighting a table scene — or a single person in a crowd.Both the Aputure 300d II and the Lantern attachment are available for purchase on the Aputure website.All images via Aputure.Looking for more on film and video gear? Check out these articles.Sony Announces The A7R IV with a 61-megapixel SensorThe 5 Best Sliders to Pair with Mirrorless Video CamerasCanon Announces an Affordable Full-Frame 24-240mm All-in-one Zoom LensBuilding A Low Budget Handheld Rig For The Blackmagic Pocket Cinema Camera 4KViltrox vs. Metabones: Speed Booster for the Blackmagic Pocket Cinema Cameralast_img read more

UP secures Filoil q’finals spot, eliminates NU

first_imgDon’t miss out on the latest news and information. Robredo: True leaders perform well despite having ‘uninspiring’ boss PLAY LIST 02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games Sports Related Videospowered by AdSparcRead Next Photo by Tristan Tamayo/INQUIRER.netUniversity of the Philippines stayed in contention in the Filoil Flying V Preseason Premier Cup after upending UAAP rival National University, 59-56, in the group stages Wednesday at the tournament’s namesake arena in San Juan.Jun Manzo stepped on the clutch pedal to save the Fighting Maroons from elimination, hitting a triple from the top of the key with 54.4 seconds remaining to put them ahead by three.ADVERTISEMENT Heart Evangelista admits she’s pregnant… with chicken Heart Evangelista admits she’s pregnant… with chicken 1 dead in Cavite blast, fire View comments What ‘missteps’? LATEST STORIES For the complete collegiate sports coverage including scores, schedules and stories, visit Inquirer Varsity. Reyes, Valdez headline PH volleyball team roster MOST READ WATCH: Firefighters rescue baby seal found in parking garage Lacson: SEA Games fund put in foundation like ‘Napoles case’ Ethel Booba on hotel’s clarification that ‘kikiam’ is ‘chicken sausage’: ‘Kung di pa pansinin, baka isipin nila ok lang’ Perasol allowed Desiderio to go to Cebu to attend to his family while Gomez De Liaño is participating in a Nike 3×3 event. Dario was in the venue but did not suit up for the game.The Fighting Maroons survived despite getting outrebounded, in the offensive glass by the Bulldogs, 19-11.UP used its stingy defense to counteract the Bulldogs’ rebounding, holding NU to 29 percent shooting, 22-of-75.Noah Webb finished with a game-high 17 points to lead UP while Jarell Lim filled up the stat sheets with seven points, eight rebounds, and five assists.Dave Yu led the Bulldogs with 16 points as they finished at fifth place in Group B with a 4-4 card.ADVERTISEMENT World’s 50 Best Restaurants launches new drinking and dining guide Then Janjan Jaboneta locked UP’s place in the quarterfinals with a block on Jjay Alejandro’s three-point attempt with less than 20 seconds remaining.UP head coach Bo Perasol, who fielded a team without stars Paul Desiderio, Diego Dario and Juan Gomez De Liaño, knew their final game in Group B would turn into a simulation of the UAAP and was time for his reserves to step up to the plate.FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSPrivate companies step in to help SEA Games hostingSPORTSMalditas save PH from shutout“I asked them truthfully, ‘do you really think we can win this game without our top three scorers?’ and I really felt their confidence when they all said yes,” said Perasol.“We were able to grind it out and that’s going to benefit the team in the future. Whatever confidence our second stringers got this game, we’re going to need that come UAAP time.”last_img read more’s $1.6M Mistake That Boosted its Brand

first_img , ran into a technical glitch that priced everything on the site at $49.95 or under for several hours on Sunday morning. Items that ranged up to thousands of dollars could be bought at $49.95. over the weekend that cost them $1.6 million but ultimately used the blunder to boost their brand image. honored popular shoe site Webinar – PR 2.0 for Marketers: Why Social Media Participation Matters What can marketers and business owners learn from this? of building honest relationships with their customers, held up their end of their promise to deliver phenomenal service. Instead of allowing the media to criticize the mistake, they used the press to display their commitment to consumers. The free publicity helped generate buzz for Zappos, secured its reputation for stellar customer service, and greatly increased the reach of across the web. that embraces exceptional customer service and successful use of social media, made an to learn how inbound marketing and PR can be combined for results. stated, “While we’re sure this was a great deal for customers, it was inadvertent, and we took a big loss (over $1.6 million – ouch) selling so many items so far under cost. However, it was our mistake. We will be honoring all purchases that took place on during our mess up.” When realized the mistake, they shut down the site to fix the problem and restore the original prices. But here’s the best part: the company Aaron Magness from Topics: core valuecenter_img expensive mistake Want to learn more about how creating remarkable content can lead to PR coverage and lead generation? Staying consistent with their the prices they mistakenly sold the products at.  Originally published May 24, 2010 2:30:00 PM, updated October 20 2016 Download the free webinar, the For many businesses, it is important to remember that social media and traditional media can play a huge role in generating buzz for your company and impacting your brand image. Taking advantage of PR, even in bad situations, can help your company shine amongst your competition. By flipping an unfortunate incident on its head, your company will not only gain credibility for admitting its mistake but also receive customer trust for handling the situation in a transparent and honest way. So what happened?’s sister site, Brand Management Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

How to Leverage Thank-You Page Real Estate for Better Marketing

first_img Originally published May 3, 2012 1:40:00 PM, updated February 01 2017 We’ve touted landing pages as one of the most crucial parts of your marketing (next to content creation, of course) for some time. But there’s something that comes after the landing page that doesn’t get a lot of attention in the marketing blogosphere … that moment after a lead converts, and you say “thank you.”You do say thank you, right? Usually it comes in the form of a thank-you page that appears after a lead fills out your form, a thank-you email that goes into their inbox, or both. And there are plenty of opportunities to keep your prospect engaged with your website, content, and brand even after the conversion event. This post will break out those ways so both you and your prospect can keep reaping the benefits of your relationship!8 Ways Your Thank-You Page and Emails Can Keep Prospects Engaged1) Include Social Media Follow ModulesOne of the simplest ways to keep the conversation going with your recently converted prospects is by encouraging them to follow your social media presence. This provides an opportunity not only to expand your social reach, but also to reconvert those leads in the future as they consume your status updates with links to your other lead generation content and offers. And remember, social media follow buttons can easily be included in both your thank-you emails, and your thank-you pages — that’s double the opportunity!2) Let Leads Share Your Offer Socially, and Via EmailYour social media opportunities don’t end with follow buttons — you can include social sharing buttons, too. You know, those buttons you see to the left of this blog post that let you tweet, +1, LinkedIn share, Facebook like, and even sometimes pin our content.In fact, Econsultancy reports that emails with social sharing options generate 30% higher click-through rates — and that click-through rate increases to 55% higher with 3 or more social sharing options. Just be careful with what exactly you are letting people share. When setting these buttons up (we have a handy guide to help you create social sharing buttons) you want to include a link to share the offer’s landing page, not the thank-you page … otherwise you won’t generate any leads from your prospects’ social shares!3) Get New Blog SubscribersYour business blog houses some of your best content, and it’s all form-free! Leverage that content warehouse by inviting your prospects to subscribe to the blog with a simple RSS button like you see on the right. You could even include a few sentences explaining what your blog talks about to make the case for the subscription, and include a link to a blog post relevant to the subject matter of the offer prospects just redeemed. For example, if your prospects just downloaded a unicorn beauty supplies buyer’s guide, perhaps they’d also be interested to read your blog post, “8 Creative Ways to Braid Your Unicorn’s Tail.” It behooves you to grow your blog subscriber list, because it generates repeat traffic to your blog that can continue to reconvert on the calls-to-action in each post — and you are putting calls-to-action in each blog post, right? ;-)4) Bring Back Your NavigationYou know how we told you to remove the navigation on your landing page, because it distracts visitors from completing your form? That rule does not apply on your thank-you page! You want your visitor to continue exploring the content on your site! Just look at all the opportunities:Think about it … this visitor just showed enough interest in you to redeem your offer. It’s kind of like buyer’s euphoria — capitalize on that feeling to direct them to case studies, information about your company, your product and pages, and the like.The only exception to this rule, however, would be if you’re explicitly trying to use your thank-you page to reconvert your lead on another offer, which leads us to our next opportunity.5) Reconvert Using a New Call-to-Action (CTA)There are two opportunities to reconvert your leads on your thank-you page. First, hyperlink text within your thank-you page copy directing your lead to your offer, like you see here with the blue hyperlinked text, “See how you can track that in a free demo of the HubSpot software.”Then, you can supplement your text-based CTA with a larger, more eye-catching CTA elsewhere on the page, like you see in our example here from our Pinterest ebook’s thank-you page.Again, your leads are pretty excited about your content and your company — they just filled out a form to redeem your offer! Use this opportunity to reconvert them on an offer that might be of interest to them based on the offer they just downloaded and their stage in the buying cycle. To continue our unicorn beauty supplies buyers guide example, one might infer that someone downloading a buyer’s guide is pretty far down the sales funnel. Your next conversion offer, then, might be a free sample of unicorn shampoo or a free consultation with a unicorn stylist!6) Show Them a Video (With Calls-to-Action)Your thank-you page affords an opportunity for you to highlight some of your most important content — ebooks, case studies, blog posts, and yes, videos. At HubSpot, for example, we want all of our leads to understand who we are and what we do — we are a company that sells inbound marketing software! Which is why we created this handy dandy video and put it on our thank-you pages … not-so-coincidentally, where all of our leads end up at some point. Landing Pages Topics:center_img Notice that orange callout in the top right corner of the video? Leads can share the video socially and via email, or if they click “More Info,” the second screen you see above will appear. That’s another call-to-action to subscribe to our YouTube channel. That’s two layers of opportunity to continue engaging with your prospects!7) Conduct a SurveyYou know how I mentioned we at HubSpot want to make sure all of our leads know we sell inbound marketing software? On some of our thank-you pages, we use the real estate for a survey to ask leads that very question … do you know what we sell?The survey results help our product marketing team gauge the effectiveness of their messaging efforts. You can also use a survey to ask for feedback about your product or services, see how your leads like your content, ask for suggestions on new content to develop — the sky is the limit!8) Show Off Your Customer LoveCase studies, testimonials, reviews, and other user-generated content are critical to convert prospects into paying customers — especially if your customer base is made up of Millennials.Data from Bazaarvoice indicates that more than 8 in 10 say user-generated content from people they don’t know influences what they buy and indicates brand quality. So at the point someone becomes a lead for the first time or reconverts — you know, right after they fill out your landing page form — don’t you think it’s a great opportunity to remind them why people love you so they are more likely to become a customer? If you’re using your thank-you page or emails primarily to reconvert a prospect, this is a particularly valuable piece of content to include alongside your calls-to-action.What other content do you like to include on thank-you pages to provide more opportunities for engagement with your prospects?Image credit: Jon Ashcroft Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Smart Fixes for Your Most Troublesome Sales and Marketing Rifts

first_imgWe all want our sales and marketing teams to be working in perfect harmony, with each department having a full understanding and respect for each other’s processes. We imagine a world where Marketing has a clear understanding of exactly what their sales team needs, and provides a perfect lead handoff from Marketing to Sales in every scenario.While this is what we all want for our company, it’s rare that it actually happens. The truth is, aligning Sales and Marketing (what we like to call SMarketing) is hard. It’s a living evolution that needs to be tweaked and updated often to ensure that the most up to date strategy is always in place.The problem with always trying to fix the relationship between Sales and Marketing, however, is that it’s difficult to change process all the time, not to mention time consuming. But there’s good news! With most sales and marketing teams, there are three overarching themes that tend to arise time and time again, and if you can address these three, you’ll find most of your problems solved.3 Dangerous (But Common) Hurdles Sales and Marketing Must Get Over … Together1) The ‘Misconceptions’ Hurdle Have you ever started a new job in marketing and immediately been warned about how the sales team is a mess and full of complainers? Have you ever started a new job in sales and immediately been warned about how the marketing department generates low quality leads and expects sales to perform magic with the leads? It’s pretty typical actually, that each department strives towards its own goal, and refuses to work together, think bigger, and drive the overall strategy together.2) The ‘Misalignment’ HurdleHistorically, companies have aligned org charts, seating arrangements, and teams by job function. This usually means that the marketing team will sit together, the sales team will sit together, and the services team will sit together. While the managers of each function may be effectively communicating (although often even that’s not true), the rest of the employees tend to work in a silo and often don’t have much constructive communication with the other department. The occasional fight will surface regarding a lead not handled well by Sales, or a bunch of junk leads sent over by Marketing. Bitterness ensues, and nothing is accomplished.3) The ‘Misleading’ HurdleFor the most part, it’s safe to say that whether you work in Sales or Marketing, you have a goal hanging over your head. Whether it’s a daily, weekly, monthly, quarterly, or annual goal, you have some goal that you’re reaching for and are held accountable to by your manager. What often isn’t clear, though, are the details of these goals and how you’ll be able to reach said goals. When Sales and Marketing have separate goals that were created without an understanding of what the other department’s goals are, it’s unlikely that they’ll be working towards a common achievement that will benefit both departments.Why These Misunderstandings Are Dangerous1) The Danger Around ‘Misconceptions’A lot of the danger around departmental misconceptions is the impact you’ll see on your company’s culture, and employees’ willingness to work together. If other departments don’t trust each other, they’ll rarely work together … and when they do work together it won’t be pretty. Having a “he said, she said” culture isn’t efficient, and has no place in today’s work environment. From a P&L perspective, every company has a revenue goal that they’d like to hit on an annual basis. With all the competition and distractions in today’s society, it’s exceptionally dangerous not to have a relationship between Sales and Marketing in which common goals and strategies are shared, agreed upon, and updated as needed.2) The Danger Around ‘Misalignment’If your sales and marketing teams are misaligned, the biggest danger will start with communication, and will cascade down to a bevvy of other problems. These problems tend to center around:Types of leads being sent to who, when, and whyHow leads are being worked, and whenWhat the handoff from Marketing to Sales looks like, and how leads should be approached  These are dangers that your sales and marketing teams shouldn’t be overlooking. After all, your end goal is to get the best leads possible in the hands of your sales team so that they can do what they do best. Without having a common understanding of how to get the best possible leads to Sales and how the leads should be handled once they get there, you’re both putting your company at risk for failure.3) The Danger Around ‘Misleading’It’s reasonable to think that most marketing departments have a monthly (or weekly, quarterly, annual) leads goal that they strive to hit. What isn’t clear, though, is what types of leads marketing needs to generate, or what the best types of leads would be to generate. It’s also reasonable to think that most sales departments have monthly (or weekly, quarterly, annual) sales goals that they need to hit.Again though, what isn’t always clear is what the process or strategy is going to be to work the leads. With these uncertainties across Sales and Marketing, confusion often sets in and leads are either not worked, not worked in time, not worked the right way, or the leads aren’t relevant to sales, leaving everyone frustrated and below goal.How to Fix It All1) Fixing the ‘Misconceptions’The goal should be “SMarketing,” a harmonious combination of Sales and Marketing in which each department understands the other, and has a respect for the way the department runs. Of course problems will surface between the departments, but having a general liking and mutual respect for one another will help ensure that problems are sorted out dialectically rather than through argumentative confrontations. A few ways to help foster this harmony include:Education – Host lunch and learns where Marketing and Sales explain to one another what’s going on in their respective worlds. Educate new employees on both Sales and Marketing, regardless of which team they’re joining.SMarketing Meeting – Hold a weekly or monthly meeting (depending on your needs) involving all members of Sales and Marketing. Show each other what you’re working on, why, and what the benefit will be for the team. Have time for Q&A, and to talk about lead goals and progress.SMarketing Management Meeting – On a weekly basis, get the sales and marketing managers together and have the hard conversations. As long as the mutual respect and understanding is in place, those hard conversations that used to end up in yelling matches can often be settled with much more ease.Spend Time Together – Have members of your marketing team sit with members of your sales team, and vice versa. Have them spend time together, listen to calls together, understand marketing campaigns together, and ideally spark conversations that will help each team improve their performance.Make it About the Company, Not the Department – At HubSpot, if we don’t hit our sales and marketing goals for a particular month, nobody goes to the bar to celebrate. It isn’t about marketing hitting their goal or sales hitting their goal, but rather about the company hitting its overall goal.Grow Up and Get Along – Most companies and departments function from the top down. Often, whatever the head of the department thinks, the direct reports will think. So if the head of marketing speaks poorly of the sales team, that type of thinking will start to resonate throughout the marketing team. If you’re leading your marketing or sales team, be a positive leader. Work with the other department and engender a constructive relationship for all employees so that they can see Sales and Marketing are in the fight together.2) Fixing the ‘Misalignment’Misalignment starts with team structure. Most departments are set up by job function: The final piece here is to hold people accountable to their goals! The beautiful thing about numbers and charts, is that they don’t lie. The numbers that are agreed upon before a new month or quarter are the basis of the relationship between Sales and Marketing. If either Sales or Marketing misses its goal, then come together right away and determine through data why you didn’t hit the goal, and what the best way to improve will be as you move into a new month.While your strategy will be tweaked specific to your exact company needs, identifying and tackling these three core issues will make your company more efficient and a better place to work. Now keep in mind, this task isn’t easy, and it’s something that we here at HubSpot work on constantly, but it is well worth the time investment. Just ask our ROI.If you found this article to be helpful, then you’re in luck! This article is a teaser for a full scale webinar on 1/10/12 featuring HubSpot’s SVP of Sales, Mark Roberge, and Ken Krogue, President of InsideSales. If you find this content useful, be sure to sign up for the webinar now and get the full details!Image credit: Lucy Takakura With this understanding, we know how many leads of each lead type (webinar, ebook, trial, demo) each sales team member needs on a monthly basis in order to reach their sales quota.Now the marketing team knows exactly what they need to deliver on a monthly basis in terms of the types of leads, and Sales knows how they should be handling the leads based on their quality.Marketing is responsible to track their progress throughout the month to ensure that lead flow is even-flighted across the entire month, and that they are meeting their goals per the SLA: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Instead, consider shifting to a persona-based team structure, in which Sales and Marketing (and Services, ideally) work together so that each segment can be serviced to their specific needs: Originally published Jan 8, 2013 4:30:00 PM, updated October 20 2016 For instance, at HubSpot, our teams are aligned based on employee size because from what we’ve found specific to HubSpot software, this works best for our company and our customers. For instance, through research, experience and persona based profiles, it’s become clear to us that Marketing Mary is different that Enterprise Erin. If we want to sell to Marketing Mary, then we first need to understand how to market to her, and what’s important to her.Additionally, we need to understand what Enterprise Erin is most interested in; and while Mary and Erin have similarities, such as lead generation as a point of interest, Erin may be in a place where she needs marketing automation, whereas Mary does not. This means that content we create will be different for Erin and Mary. This distinction also allows for an understanding across Marketing and Sales, because now both job functions have an understanding of what separates Erin from Mary, and why we should be talking about different details that are more applicable to either of the prospect groups.From a goals perspective, it’s also reasonable that the Marketing Mary team has it’s own set of goals that are different than the Enterprise Erin team here at HubSpot. Enterprise sales typically have a longer sales cycle, for instance, so it’s reasonable to think that we won’t see the same number of new customers from the Enterprise segment on a monthly basis compared to the Marketer segment. With that understanding, we’re now able to have separate sets of goals that each team can strive for so that the expectations are more realistic for each segment.3) Fixing the ‘Misleading’For every persona you’re marketing and selling to, both Sales and Marketing should have a clear undrstanding of what they need to do in order to hit the monthly goal. The best way to do this is through data, and setting up a service level agreement (SLA) between Sales and Marketing. This way, you can leave it to the numbers rather than “I think” or “it seems like.”An SLA is simply an agreement between Sales and Marketing about what is expected each month. While there are both quantitative and qualitative factors, the part to really focus on is the quantitative aspect. Using HubSpot as an example, we’ve identified the various types of leads that are generated for our sales team, which include:Webinar attendeeseBook downloadsFree trialsSoftware demo requestsBased on historical lead to close rates, we then apply a monetary value to each lead. While the slide below shows mock numbers, the concept is what’s important. Our marketing team has an SLA number that we know we need to hit each month in order for our sales team to be successful within each segment. For instance, if our monthly goal for the Marketing Mary segment (below) was $100 and we were at $90, then our strategy to get to $100 could be any number of things including leads from ebook, leads from demos, or a combination of the two. Either way, we’ll leave it up to the data and base our strategy around what performs best. We then identify with our sales team which are the best leads to work, and when. This part of the SLA agreement ensures that sales will follow up with certain leads within a certain amount of time. Marketing and Sales Alignmentlast_img read more

10 Ways to Segment Your Donors to Improve Fundraising Effectiveness

first_img Topics: There is plenty of recent evidence showing that donors are looking for differentiated, personalized, and unique communications.For instance, the 2013 Blackbaud Online Marketing Benchmark Study for Nonprofits found that “response and clickthrough rates in nonprofit email campaigns declined by 16% and 18.7%, respectively, from 2012.” The report went on to conclude that “declining response rates illustrate a saturated channel with non-differentiated messaging and campaigns.”While this doesn’t prove all fundraising efforts suffer from a lack of specificity and personalization, it does offer some insight into how we might improve the effectiveness of our appeals, engagements, and communications with donors.Personalization a Big Key in Gaining Donor SupportStatistics and research aside, personal experience and anecdotes offer similar conclusions.Raise your hand if you’re ‘moved’ by a direct mail solicitation that impersonally conveys a message so general that it’s obvious it was sent to thousands of recipients. Nobody? Now raise your hand if you like being ‘blasted’ with email. Still no one?That’s what I thought.I’m not saying you need to hand-write and personalize every communication piece that arrives in a donor’s inbox (physical or electronic). What I’m suggesting, though, is that we can do better than the ‘one-size-fits-all’ strategy. We can be unique, differentiated, and intentional with our fundraising efforts. We can meet donors at their level and provide them the experience, inspiration, and connection they are looking for from our organizations. Meeting donors where they’re at is a combination of providing the right message in the right place at the right time. However, it’s extremely difficult to do so when sending impersonal mass communications. That is why segmenting donors is an important fundraising tactic and best practice.Instead of collecting Rolodex-style, contact card information, start building personas of your donors. Create personas that describe a donor’s likes, dislikes, preferences, expectations, passions, motivations, characteristics, demographics, and history.If we’re able to align our fundraising efforts with their expectations, needs, and motivations, we reduce the probability our communications and solicitations will be tossed aside and increase the probability they’ll be accepted.10 Ways to Improve Fundraising Through Donor SegmentationThe first thing you’ve got to take into consideration when building donor personas? Identifying ways to segment donors.Donor segmentations will vary from organization to organization, but they’re generally informed by your strategic fundraising plan, the goals you set, the strategies you will use to achieve those goals, and the tactics you will use to implement your strategies.Here are 10 straightforward ways to segment your donors and implement targeted fundraising at your organization.1) Communication FrequencyHow often does the donor want to receive communications from our organization?Some donors want frequent communications from your organization, while others want an infrequent volume. Regardless of the frequency, all donors are valuable.Segmenting donors in this manner allows you to plan communications based on donor expectations and increases the probability that the donor will accept the communication when it’s received.This segment — which can be done weekly, monthly, quarterly, etc. — will also allow you to focus on the appropriate timing for your donor engagements.2) Communication Method Through which channels does the donor want us to communicate with them?  Donors have preferences when it comes to the way you communicate and engage with them. Some don’t want you to ‘blow up’ their email inboxes, while others don’t want mail sent to their homes. Some donors want updates sent via email because it’s easy to digest and store, while others enjoy a respectful solicitation via direct mail because it is tangible and tactile.You can also save time and money by segmenting donors based on their preferred communication method. For instance, you can reduce postage costs by eliminating donors who don’t want direct mail and improve donor service by removing donors from email lists when they don’t want them.All in all, this segment will allow you to focus on the ‘right place’ for your interactions with donors.3) Types of Communication What types of communication does the donor like to receive from our organization?  Some donors may have a preference on the types of information they’d like to receive from your organization. For example, they may be interested in opportunities to give, registrations for special events, information on mission impact, general updates and news, ways they can volunteer, or combinations and permutations of those topics.Even if someone isn’t interested in opportunities to give, that doesn’t mean they won’t be a donor in the future. As a result, don’t be anxious if your list has donors who are uninterested in solicitations at the present time.A prospective or existing donor doesn’t need to be pummeled with solicitations in order to donate to your organization. Engagement is most important. The touches you have with a donor that align with their expectations are positive, even if they aren’t focused on how much the donor can contribute financially.Cultivating that donor with that specific type of communication can eventually lead to a tangible fundraising outcome, like a donation. However, it’s equally important to build a relationship so the long-term potential can be realized.4) Program InterestsWhich programs, efforts, and causes of our mission is the donor most interested in?  Your organization may have a handful of wonderful programs that aim to solve a particular challenge or need (or even multiple challenges or needs). While these programs have great reach and diversity, that doesn’t mean donors are interested in everything you do.Each donor may have separate interests — even emotional connections with particular programs, causes, or efforts at your organization. Channeling a donor’s passion toward a particular interest area can keep the donor focused and engaged.5) Generation DemographicWhat generation demographic does this donor fall into?  There is a wealth of information online about generational giving trends. Most of this information provides strategies and tactics for targeting your fundraising efforts toward these generational donors. If you know the generational demos of your donors, you can use this information to your advantage.I recommend the Blackbaud Next Generation of American Giving Report, which outlines the characteristics and qualities of the four main generations: Matures, Baby Boomers, Generation X, and Generation Y (or Millennials). You could also use The Millennial Impact Research from Achieve as a helpful resource.6) Affiliation How is this donor affiliated with our organization?  Sometimes, the relationship a donor has with your organization goes beyond their status as a donor. Some donors are volunteers, board members, staff members, committee chairs, coordinators, or affiliated based on your mission, organizational structure, and community involvement. Thus, this differentiation in how they’re connected to your organization offers a prime segmentation method.Similarly, you can segment donors based on the status of their affiliation with your organization. For example, the donor may be a prospective committee chair, a current staff member, or a former board member. These people should receive content and communications tailored specifically just for them.7) Entity Type What type of entity is this donor?  This segmentation is critical for strategic planning, forecasting, and managing fundraising performance. Each donor you have can be categorized as a particular entity type. This may include: corporation, individual, family, organization, foundation, and government, among other entity distinctions.With this type of segmentation, you can better determine the effectiveness of your fundraising activities for each type of donor. Are you better raising funds from corporations over individuals? Do you have skills applying for government grants over foundation grants?If you segment donors based on their entity type, you’re better equipped to make strategic decisions for allocating fundraising resources and taking advantage of opportunities where you can be most effective.8) Annual Giving LevelHow much does this donor donate to our organization on an annual basis?  The level of giving can influence your ask amount and the message and presentation of your ask. A goal of good fundraising is to be ethical, respectful, and courteous to the donor. As a result, it’s important not to insult or disrespect the donor’s ability, potential, or capacity to give.Segmenting donors based on their level of giving can give you a better understanding of a donor’s position. Moreover, while it’s imperative not to ask for too much, it’s equally vital not to ask for too little.Overall, this segmentation can make sure you don’t leave potential contributions on the table or exceed your donor’s capacity, which could lead to total rejection of your ask.9) Year-Over-Year Giving Status What is the year-over-year giving status of this donor?  In your donor pool, which ones have lapsed, which ones are new, and which retained donors have upgraded, downgraded, or remained the same in their giving year-over-year?The giving status of your donors can influence how you engage, cultivate, steward, and funnel donors through your fundraising appeals, solicitations, and donor experience.Donors with different giving statuses have different characteristics and, thus, require different messages and different asks. Donors in different segments need to be treated in unique ways:New donors need to be cultivated toward a second giftLapsed donors need to be reengagedRetained donors who upgraded need to be thanked and stewardedRetained donors who downgraded need to be cultivated toward larger giftsRetained donors who gave the same need to be supported and promoted toward more engagement and larger gifts in the future.If you have a mix of these donor types, you’ll find it helpful to ensure your communications with each segment are handled delicately.10) Preferred Giving Channel Through which channel does the donor prefer to give to our organization?  This segmentation is straightforward, but I cannot emphasize enough how important it is.Online giving is growing at an incredible rate. The great thing about online giving is that it simplifies operational processes, can be automated, and you can see near instantaneous results from your efforts. However, don’t force everyone to online giving and don’t assume that everyone wants to give online either.While a shiny new online giving form or new giving channel may help you in your daily work or seem great on paper, you may stand to lose more than you gain if donors reject the platform because it isn’t their preferred giving channel.For instance, don’t send your grandma a link to your online donation form or your Facebook donation page when she wants to send a check via mail. Additionally, don’t send your Millennial donors a pledge card in the mail when they want to pull out their credit card and give on their mobile device.The channel you offer donors, as a means to give to your organization, should match their expectations and preferences.After segmenting with these groupings, the next step is to develop strategies that match your donor segments (in whatever form your segments take) and then test, measure, analyze, and improve your strategies. After that, just rinse and repeat.You’ll most likely see gains from segmentation immediately over a mass communication strategy, but never remain satisfied. Donor segmentation gives you the opportunity to be more creative, innovative, and intentional in the way you engage donors. Use these opportunities to improve the effectiveness of your fundraising efforts.In what ways do you think you should be segmenting your donor base? Give us some insight into your organization’s communications strategy. Originally published Jan 17, 2014 4:00:00 PM, updated July 28 2017 Nonprofit Fundraising Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

Want People to Share Your Visual Content? Avoid These 6 Common Mistakes

first_imgIn the perpetual race to stand out on social media, visual content is pulling in front and kicking up speed.According to Socially Sorted, the image-focused Instagram is now surpassing Twitter in daily mobile traffic. And Facebook posts with images generate an estimated 53% more likes that solely text-based posts.While many have noticed the trend and jumped on board, there are still many marketers out there spinning their wheels without traction. There is an invisible, constantly changing culture on social media platforms determined by popular demand, and if you aren’t abiding by the unwritten rules, you will find yourself left in the virtual dust.Here are some of the leading causes of harm to social media relevancy when it comes to visual content — and how to fix them.6 Visual Content Mistakes People Make on SocialMistake #1: Your images don’t reflect your brand.Think of your brand image as a combination of your businesses beliefs, services and your unique value-add to the world.Now, ask yourself: Do your images reflect this?Your fans followed you for a reason. Either they like your product or what you stand for. Or, in most cases, they like both. This means you technically already know what your fans like — and creating visual content that reflects that will help massively boost your chances of them sharing it.The example below from Nike’s Instagram Account doesn’t display their iconic “swoosh” logo in the photo, but it does display the lifestyle that’s inherited with their apparel. This is a great example of how you can embody brand essence without obvious visual elements, such as a logo.Try using images that are related to what you can offer with your goods and services, rather than putting your logo on every piece of content you put out there.Mistake #2: Your designs don’t stand out.Among the millions of posts flooding through social media every day, do you think mediocre visual content will separate you from the crowd? If no one notices your content, they’re certainly not going to share your stuff.One way to dramatically improve the overall look and feel of your designs is to experiment with different color palettes. What are the feelings you want to evoke from your social media audience? Understanding the impact of color on your audience is key to appealing to their emotions, and encouraging them to share your content. Try and replicate that feeling with the colors you choose.Image Credit: WebPageFXOne of my favourite ways to experiment with color combinations is to extract different hues from images with a color picker tool, like the Eyedropper Chrome extension. Take a look at the two color palettes below:From the left, the first is sun drenched and warm evokes a familiar or nostalgic feeling. The second is bright and modern, immediately evoking a happy or “vacation” feel to the image. Try finding images you like, and use the color picker tool to extract different hues and create a mood.Another way to stop the mindless scroll when you browse social media? Edit and enhance the photos you post. Up the saturation, adjust the contrast, add a filter. These are techniques to help make your images look more professional and unique.Here’s a great example of a jaw-dropping enhanced image from the @weddingideas_brides Instagram account. Remember: Your goal is to draw the audience in.Mistake #3: Your images are low-quality.If you’re using low-quality images, you won’t “wow” your followers — and, in turn, they might not share your posts. Your visual content is a direct reflection of the quality of your brand, and it will also reflect on your followers if they choose to share it on their accounts.If you think you don’t have the budget or resources to hire a photographer or purchase professional stock photos, don’t freak out. Luckily, there’s a ton of high quality content out there that’s also totally free — you just need to know where to look. For example, here are over 550 royalty-free stock photos from HubSpot you can download and use.Along with choosing high quality images to promote your brand, consider this checklist:Are your images a high enough resolution so they don’t appear pixelated on larger devices?Can you read the text on the images clearly?Do your photos and graphics appear as if they were professionally done? (Pro tip: Use professional templates like Canva’s free templates.)Below is an example of a lower quality Facebook profile photo that wasn’t formatted to the correct size, creating an abundance of dead space around the image and hard-to-read text:While you may provide a great product or service, it’s important to ensure your online presence matches that same quality.Now, consider the next image from Elite Daily’s Facebook Page and take a mental inventory of what draws you in:Elite Daily consistently accompanies its blog posts with striking, high-quality images. Notice how the image in this Facebook post is also highly relevant to the topic. That’s another important factor in boosting the shareability of the post.Mistake #4: You didn’t format your design for the right social platform.If you don’t format your designs for the right platform, then your images will appear cropped and low quality — and that’s not going to impress your audience.Always check the correct dimensions for your social media content designs before you even start designing. (Here’s a detailed guide to photo and image sizes on Facebook, Twitter, YouTube, and other social networks to help you out.)Below, I’ve pulled out three designs optimized for Instagram, Facebook, and Twitter. Notice the difference in shape between. This shows why correctly formatting images is essential to keep them looking their best.Mistake #5: There’s too much text.People love visual content on social media because it’s easy to digest. Too much text on your images has the opposite effect. A picture is worth a thousand words — and in an age where our attention spans last only 140 characters, it’ll serve well not to overwhelm your audience.Be quick, concise, and let your visual content do the talking for you. Check out the image below from Peek’s Twitter account:The image is a simple picture taken from the window seat on a plane. No text; just the reader’s imagination of the possibility of travel. Consider keeping your pictures and graphics clear of overlaid text, or only using text where necessary.Have a lot to say? Your best bet is to grab your reader’s attention with a compelling image, and then direct them to a blog post or website that offers more information.Mistake #6: You’re not following the trends.Trends, especially on social media, flourish because of popular appeal. If you don’t tap into popular social trends, then you’ll miss out on a huge opportunity to get your visual content shared.Take the time to explore other brands’ social media pages that are generating a high level of success with their visual content. One way to do this is to search for your brand keywords in Pinterest and keep a note of content with a large amount of pins. By replicating posts with similar visual content, you’ll be instantly increasing the chances of getting your content shared.Of course, don’t forget to add your own personal touch or flair. That’s what makes your brand unique, after all. But in the case of social media, a little research can go a long way.Over to YouIf you’re already using visual content on your social media pages, you’re off to a great start. Even if you’re not a design pro, all it takes is a bit of research and the right tools to become a visual marketing pro. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:center_img Social Media Fails Originally published May 14, 2015 12:00:00 PM, updated February 01 2017last_img read more

Aligning Marketing and Admissions to Drive College Enrollment

first_img Education Marketing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack According to a recent national survey, to stay competitive colleges and universities “are focusing on branding and marketing far more than in previous years.” For many schools, the emphasis and investment is shifting toward building brands that differentiate from the competition and, for some schools, this includes hiring marketing leadership from the corporate world.Despite an increased investment in marketing, at most schools marketing and admissions fail to work with any increased synergy to drive undergraduate enrollment.Instead, we see two extremes in higher education. Either marketing departments are working on institutional goals like branding and are removed from day-to-day promotion, or marketing departments play the role of internal agency and creative service provider to admissions.In either case, there’s often a sense that admissions is doing the “real work” of recruiting students and driving revenue, while marketing is playing more of a supporting role to drive campaigns, creative, and brand efforts.Download Our Free Buyer Persona Guide + Templates The Traditional Undergraduate Recruitment ProcessDespite the widespread shift to digital, undergraduate enrollment processes remain largely unchanged. Sure, prospects can find student life and program information on school websites and complete an online “inquiry” form or sign up to receive email rather than snail mail, but the process of engagement remains very similar to process before the internet existed: personal interactions, campus tours, snail mail, and a slow response cycle.Why Digital, Why Now?A full embrace of digital can change the admissions process by allowing for more visibility into the funnel and more informed investments of time and money. Without a doubt, the demand for digital engagement exists. Across student types and schools, the website is consistently ranked as the number one research tool used by prospective students.Breaking Down Barriers Between Marketing and AdmissionsReinventing the admissions process for colleges and universities to leverage digital requires reimagining how admissions, marketing, and IT work together. For-profit schools and a number of graduate programs have already changed their admissions process to include digital and they are reaping the benefits. It’s time for other schools to follow suit and create a structure in which marketing and admissions form a partnership that produces a more efficient recruitment and enrollment system.To make the shift to increased collaboration through digital marketing, marketing and admissions need to change make three cultural shifts:Align around a common business goal. Both groups must agree that the business goal is to reach students and generate revenue. The business goal needs to have a commonly defined metric: “Increase student applications by 4%”.Put data tracking in place from end-to-end. Marketing and admissions need to know the impact of a recruitment campaign on recruitment. Currently, most marketing groups know how many clicks the campaign generated, but not how many applicants were created.A quicker tempo. A shift to digital means more data is available. Both groups need to more frequently analyze the data and change course accordingly. For most schools, data reporting happens “after-the-fact.” In the new digital world, data review happens in real time before the admissions cycle ends.By partnering to reduce admissions’ risk of falling short of their numbers, both departments can become more efficient and learn more about their “customer.”The Advantages of Digital EngagementA digitally-engaged audience offers colleges more touch points to to educate, engage, and influence prospects. More importantly, digital channels provide more data and allow colleges to track, analyze, and understand prospect’s behaviors and motivations.Let’s take a look at a few ways digital channels can be used to track and influence prospects.Increasing Yield by Influencing the FunnelLet’s start with one example: the undergraduate enrollment funnel. A typical enrollment funnel runs from prospect to inquiry to application to acceptance to matriculated. In 2014, DePaul University in Chicago started with 300,000 names to generate 20,000 applications to matriculate 2,500 students.  Their rate of return is less 1%.If the funnel is looking weak, a go-to solution is add more names into the top of the funnel or lower admissions standards. But with new digital tools such as personalization, marketing and admissions can engage and influence prospective students already in the funnel.Incorporate Website PersonalizationReal-time website personalization allows a website to build a profile of a site visitor based on the content the user views as well as other digital attributes. For example, if a user visits the business degree section of your school’s website, her interest in “business” is captured in her profile. Then, based on profile attributes, your website can start personalizing her experience. The personalization is done automatically and in real-time. Other attributes such as location, time on site, and number of visits can also be used to personalize the experience. Once a user shares personally identifiable information – such as an email address – all of this past history can be associated with an individual user and their history can be passed along to admissions.3 Ideas for Website PersonalizationConduct extensive user research to learn about the motivations of their prospects – such as, job advancement or job changer – and to create user segments for each of their primary offering areas: education, health care, law, business, etc. Once a website visitor’s preferences are identified, the user is added to one or more of the segments. Using insights based on the user research, the school can tailor the website messages and images to “speak” more directly to the prospect.Review analytics to understand the behaviors of website visitors before they completed an inquiry form. Use that information to personalize which CTAs appear on your site, where on your site they appear, and when. Research has shown that personalized calls to action increase conversions by 42%.Engage students from corporate partners with personalization by using the website domain of corporate partners to identify site visitors coming from a specific channel. You can use this attribute to change text on the website to promote and highlight tuition discounts.Uncovering the Stealth ApplicantA growing challenge for admissions are stealth applicants – i.e., applicants who never fill out a request information form or visit campus, but apply to the school. By partnering with marketing and installing better tracking, admissions can “see” and “watch” a prospect on the website.This “stealth” tracking can show how many times users visited the website and which content they viewed. The availability of this data allows admissions groups to “qualify” or “lead score” prospects and make wiser choices about their follow-up.After acceptance letters are mailed, admissions counselors can “watch” the website for activity from prospects. They can be provided with more data about the behavior of admitted students on digital channels. Rather than cold calling students or sending generic emails to engage them, real-time data about the prospect’s engagement with the school’s website can help admissions counselors know who to follow up with and on what topics.What Are the Benefits of Marketing and Enrollment Working Together?More data allows marketing and admissions to make better decisions, use budget and staff more wisely, and make decisions in real-time.Save money. If a program or region is not producing results, resources can be redirected to more productive regions.Save time. Staff have better data to prioritize one-on-one phone calls or emails.Immediate feedback from the market. Many schools start graduate programs based on the interest of a faculty member. A digital first and data-driven approach can market test programs.Test ideas. Collaboration allows groups to test ideas and measure the impact.Ultimately this approach results in success for both marketing and admissions. Marketing can be transformed from a cost-center into a critical portion of the revenue generating process because they can prove their impact. Admissions can succeed in recruiting the right students and hitting their numbers. And together, they can help provide critical market data that ensures the institution is developing the right programs and offerings.Starting Small: How to Begin CollaborationMaking this shift in strategy and approach is exciting and also overwhelming for many schools. And, in many cases, it requires socialization from one of the groups. So, if you’re excited, here are four ways to start this shift at your school.Bring data to the conversation. Start with the data you have access to using your analytics platform to begin to identify user behavior. Presenting even basic website data helps people start catching a vision for making data-driven decisions. And, it helps people start asking questions and seeking answers.Use available analytics data to start educating admissions and changing the conversation. Next, in your analytics platform, marketing should set up conversion goals on campus visit forms, lead generation forms, and the application so you can start quantifying the impact of the website on the admissions funnel.Map the customer journey. Talk to students about their research and decision-making process. You want to understand which content is important at different points in their process and then look to improve your website to meet these needs.Ask for data and manually collate. Ask for data from admissions and IT and try tying it to the website. This may be manual at first, but it starts the conversation.What the future looks likeMarketing and admissions working together is a cultural change. It requires marketing to be more goal focused and better at using data. It requires admissions to be more flexible and work in real-time to respond to people’s needs. But when they work together, they can achieve the business goal of attracting students, increasing revenue, and advancing the goals of the institution. Originally published Oct 28, 2015 7:00:00 AM, updated July 28 2017 Topics:last_img read more