The Higher Ed Marketer
The Higher Ed Marketer

Episode · 2 months ago

Omni-Channel Platforms: Automate & Personalize Your Marketing

ABOUT THIS EPISODE

The marketing process for higher education is characterized by a substantial level of customer interaction. Omni-channel platforms can help you cut through the clutter by automating many of those brand touches.

To tell you more about how to leverage automation and personalization in omni-channel platforms, we invited two experts from Think Patented, Sean Ferguson, Director of Digital Engagement, and Dan Cornelius, Director of Vertical Markets.

We discuss:

-How omni-channel tools let you be smarter with your marketing

- How different channels are leveraged

- Enabling personalization in campaigns through quizzes

- Using lead matching technology to build new audiences

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts, Spotify, or your preferred podcast platform.

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You were listening to the Higher EdMarketer, a podcast geared towards marketing professionals in highereducation. This show will tackle all sorts of questions related to studentrecruitment, donut relations, marketing, trans new technologies and so much more.If you are looking for conversation centered around where the industry isgoing, this podcast is for you, let's get into the show, welcome to the Higher Ed market orpodcast. My name is troy singer, and I am always here with my co host BartTaylor and usually we interview higher ed marketers that we admire in the area,but today we're going to have a conversation with our team members andkind of pull the curtain back on some of the tools and some of the thingsthat are out there that are available in the marketing sphere. Yeah Troy,it's a fun conversation and it's fun, sometimes to just kind of like you said,pull the curtain back. We always talk about all these ideas and thesedifferent ways of doing it. Sometimes, I think, actually getting a little bitpragmatic and just saying hey. This is exactly how we're doing some things andwe've been working on a project together now for probably about six oreight months that just launched this past week, it's a big search campaignfor a mid sized university in the Midwest. We were so excited just seeingthe initial results in this first week or two with the campaign with a lot ofthe dash boards that we have access to utilizing the tools that we talk abouttoday. We just thought: Hey, wouldn't it be cool just to kind of bring someof our listeners into a conversation about what's going on, how we're doingit and again it's early in the process and we're not going to drop any namesof of schools that we're working with, but it's one of those situations wherewe felt so good about it. We thought: Hey, let's bring in the team and talk alittle bit about what we're doing the tools that we're doing kind of thestrategy behind it, and and and just talk a little bit about that. It's agood conversation. Yes, both of our individuals today are from thingpatented they're. My team members, so Dan Cornelius, he's going to bebringing the strategies perspective and...

...then Sean Ferguson. He is on thetechnical side. Both of them will combine to give great overviews oftools that are available for us to execute for colleges and universities,and with that said, let's bring in Dan in Shan Bart, and I are very proud to introduceto the conversation Dan Cornelius and Sean Ferguson into the podcast and justlet everyone know we are going to let you in on conversations that we usuallyhave, because we are very familiar with one another as we work on projects,both barks team and then myself, Shan and Dan. So if I can ask Dan, if youcan introduce yourself and what your role is and then also followed by SeanYeah, Hi Joy, no problem, my name is Dan Cornelius and I am the director ofintegrated marketing solutions that think patented. My role is to assistthe sales team and introducing their clients to the various products andservices that we have that can help them improve upon the effectiveness oftheir outreach campaigns that they're currently doing. I also bring a littlebit of a strategy to the table and so best practices that I've experiencedover the years, working with different schools and institutions and studentrecruitment and fundraising campaigns. Thank you Dan, and we also have SeanFerguson. Yes, hello, Sean, hello, troy, I'm Sean Ferguson, I'm the director ofdigital engagement at Sink Patten, so I oversee the technical execution of youknow: Amni, Channel Marketing Campaigns, web development, apt development, lovedevelopment, so can certainly get into the weeds of all the technicalexecution of everything we're talking about today. Thank you both and againjust so. Everyone knows we are very used to working with one another wherebarts team comes up with the strategy and the process and the marketingoutreach map and our team executes it.

So I would like to pose our firstsubject of automation and what that looks like for an Omni channel platformin a higher ed marketer world, so either bark or Dan. If you can kind ofgive me your view of that yeah, I can jump in on that troy, and this is thisis a great conversation to have kind of kind of pulling the curtain back. Soeverybody can kind of hear some of the things that you said like w h with ourwith our conversations going, but one of the reasons why I think we have beendrawn at Keeler solutions to automation and what really helps with automationin the marketing world, especially for Higher Ed, is it's such a high touchsales process, and I know a lot of people in hired, sometimes don't likethe word sales. I was talking to a school recently that just didn't wantto even have that in the lexicon of our conversation. But the reality is isthat we are selling individuals and families, one of the biggestinvestments they'll ever make in their life, sometimes even more than thehomes that they'll purchase these investments in their education and whatthat's going to change and how that's going to do that. Because of that, it'ssuch a high touch process. I mean you know. If you look at a search campaignand you're buying names and then marketing to them, trying to get themto kind of engage even down to the com flow in a typical admissions office,there's a lot of touches with that and technology allows us the automation. Ialways like to think of it in the way that let computers do what they do best,which is repetitive tasks that they can just do at a pre program time with apre program message. Let them do that, let the computers automate, but letyour admissions team then focus on their relationship. Building theconversations the high touch points, and so automation lets US kind ofengage with a lot more people on a regular basis through all thesedifferent channels, without having to let leverage and utilize. You know manand woman power to do that, and so I think automation just is such acritical element that a lot of schools...

...have embraced. Some schools are stillon the fringes of it and I think that sometimes, when we start looking atcustomer relationship management tools- CR MS versus you know, Omni channelplatforms, different CR, Ms- maybe Dan- could talk a little bit more about that.But the idea that there are different ways. We have these tools on oncampuses that that schools can leverage to be able to create that automationbut many times either. They don't know how to do it or they're, not doing itcorrectly, and it comes down a lot of times with what your tool is versus.What what you can do, so, maybe Dan you can tell us a little bit about thedifference between those yeah. I think you hit the nail on the head Bart. Thereal key here is that automation is a wonderful tool, but how do youimplement it and how do you ease into it? Most schools are going to havelegacy systems in place, and so that's what they're most comfortable with andthey think that they're doing things in a very productive manner and if theyreally do a deeper dive at times, I can start to see how these solutions canreally help benefit their teams and make their teams more productive andeffective in their their outbound reaches and communication channels toproductive students in alumni. So as an entry level into these omni channels,solutions that are out there, the first one you're going to have is one thatwould be more of a high level. Anonymous approach is going to help.You broadcast your message across all the different forms of media, but youreally won't know who you're exactly communicating with you're going to have.Google display ads online you're going to have social media, follow up adsthat can be in place and you're going to automate other touches of it, whereyou're going to start to know who somebody is, and you can start topersonalize and understand who that person is and then capture informationfor your future uses. So schools have to understand it, there's differentlevels of automation and they need to be able to evaluate where they're atand where they need to be going forward, because you really need to automatethose parts that your team can be more effective and basically speaking orreaching out to low hanging fruit. While you continue to cultivate andnurture the other potential people that you want to speak with, so when theyraise their hand, you're ready to be able to reach back out and have thatmore personalized conversation, as you...

...will. The thing I like about some ofthose tools to Dan is that you know some of them leverage kind of scoringmechanism that you know the more student engages or the more they lookat the the ads or they engage on the website to Shan's point. We can startto measure those things and then, instead of looking at forty thousandpeople that we just sent out a direct mail to and we're not really sure howthey're responding some of these tools that you've been talking about thisOmni channel resources. We start to have more data that can start to filterup the people that we understand that are really the ones that are probablythe warmest leads and again going into that sales of vernacular the we reallywant to focus our teams effort. I mean if we have an emissions team of eightto ten people, they cannot just start making calls to forty thousand people.I mean you know a lot of schools, try to just divide it up, hey everybody hasfive and a piece and divide that up by a month and let's try to do a hundredcalls a day, that's old, school sales training. We really want to kind ofmove into, let's figure out who the warmest leads are on all of a sudden,the forty thousand get down to maybe two thousand and then even the twothousand. We can start to look at and say: Hey Wow. This person has reallybeen engaged in all these different areas. Let's start putting our focus inour emphasis on that, because at the end of the day, most schools only needto kind of bring in a class of three or four hundred, maybe six hundreddepending on the sky size of the school, and our efforts are better used in asmart way, and you know I used to have a a mentor that always talked about,let's think smarter, rather than thinking harder. It's like, let's,let's kind of be smart about what we're doing, and I think a lot of these a lotof these tools. Allow us to do that. Would you agree with that? Damn Yeah, Iagree with you. One hundred percent about that. What the know terminologythat we like to use is lead scoring and you're absolutely correct, and you cancreate what you call bench marks based on the interaction that somebody canhave with you inside your your actual marketing tool itself and then, asthose points had up the minute, they reach a goal. If you will, then thatcan be an automated lead that could be sent to a recruitment officer to reachout a make that phone call or somebody...

...inside the advancement office. Thatwould need to be able to reach out to talk to a high end donor, or somethinglike that. So you're absolutely correct about being able to allow the system todo the nurturing and then identify, as I keep saying the low hanging fruit andallowing people to be able to respond accordingly, Sean do you have anycomments on how that that act actually works? I think you knowed it Dan, maybejust to take a step back. I think it's important for people to maybe know youknow when we're talking about these Omni channel automation systems, it'snot necessarily either or you know you either have to work with that system oryour corm that you may be familiar with many of the onythin marketing tools andC arms can integrate with each other so that you know you can have the best ofboth worlds. You can have your data that you are familiar with, residestill within the university and then also leverage these automation toolsfor the lead scoring like he mentioned, and all these other elements that I'msure we'll talk about yeah, that's cool, maybe Dan or Sean. You guys can kind oftalk through when we talk about Omni Channel. I think a lot of people arekind of like okay. What's that, that's just another buzz word, and how doesthat work and obviously Omni means many, and then channels is channels. What aresome of the examples of the different ways that the tools that you guys areusing that we're using together? I know we've got a couple projects that we'reworking on together: W H with clients, a search campaign and some developmentwork tell us a little bit about what these different channels are. I mean alot of people are probably familiar with email or direct male, just kind ofwalk us through, because it's more than that. Well, I think that it's importantunderstand you can start out with with a direct mail piece. How can youenhance that direct mail piece? So right out of the gate, you'd have toolssuch as male tracking that allow you to identify exactly when a direct mailpiece is going to land into a mailbox, and then you could create any type ofinternal, follow up processes and procedures. You wanted in case. If youwere in a Biloba some fundraising campaign, you could have people callout to engage at potential donor, for instance, or at least the VIP donors,if you will so again we're talking about spending our time with the moreimportant people in your database...

...versus the whole mass. If you will, youcould move that into enhancing with informed delivery, which would give youthe ability to basically send an email that comes from the US Postal Serviceto the person that you're trying to reach out to in that email is a scan ofall the direct male pieces in their mail box and, along with that, we wouldcreate a ride along ad that allows people to Click on it. Neck can drivethem to an apply page or more information, page or donate now paidfor that matter or an events page. Then you can combine that by using a Googledisplay network and social media with social media, we can identify peoplethat are in a database who can put actual ads on their feet. They wouldsee your messaging there that would be a cohesive and coordinated effort alongwith your direct mail, an email pieces. You also have the ability to have theGoogle display network and social media follow up, take place so again, you'replacing cookies on people that have visited. We know people are going toleave that go online over ninety percent of people will leave. We knowthat we can drive approximately seventy percent of those people back online andstatistics out there saying you can convert sometimes up to twenty sixpercent of those people and to respond in to your called action. so bycombining all these tools together, Troy you, I think you know this numberbetter than I do, but we're able to cut through the clutter, because we neednow touch people eight, ten, twelve twenty times in order for our messageto resonate and be able to start that dialogue. Thank you Dan, and the thingto remember is that can happen with any direct male campaign. It doesn't haveto be intertwined with your C rm. That canhappen with any outreach, direct mall, correcting that you send out. No, I wasgonna, say no you're, absolutely correct, and the only thing I wanted tosay on top of that is all of those tools that I spoke about are reallytools where you're touching people anonymously. You have identified agroup of people in your database, but the communication touch points in theinteraction is anonymous at that point still, so what we're trying to do is toengage them online and once we get them there, then we want to pull them into amore sophisticated platform that will...

...allow us to identify who they are,maybe ask some specific questions about them and then take that informationthat we get and personalize the messaging going back out to them. Sonow we can version a direct mail piece with imagery about a course of studythat they're interested in. We can reference anything that we learn aboutthem from a personal standpoint same with the email, but then we can alsostart engaging in with them, because we've captured, maybe a cell phonenumber. They may opt them for SMS text messaging. We have the ability to beable to add in no ring messaging, for instance, it would leave a matches tothem without bringing their phone, but it's not intrusive. So if somebodydonated x amount of dollars, they could get a no ring message thanking them.That could be a story from a student because of their donation, you're,helping me succeed and move forward in my life dreams or my career school here,or it could be a story about how you're helping build a new nursing lab thatneeds to be going in so lots of different ways to be able to use thetechnology and there's lots of ways to bundle it together. Yes, developingtrue communication flows that are interactive and enable the EnrollmentDepartment or the alumni apartment to know who was interacting with thatcampaign in real time yeah. I just wanted to point out for our listenersthat you know there's we're kind of we're kind of backing up a lot ofinformation here, and so I wanted to kind of just you know, kind ofseparated out a little bit because one of the first things that you know wetalked about the Omni Channel Marketing and especially on that first blast,when the first emails go out in the first direct mail, a lot of what Dantalked about with the Google ad network, with with informed delivery with mailtracking all of those things. It's really designed that we're warmingsomebody up really trying to make sure that the brand awareness of thatcampaign is kind of everywhere, it's kind of Omni present, and so we want tomake sure that, if they're on their facebook feed that day the day beforethe day of and maybe the day after that male is going to drop in theirhousehold, we can know what day that mail is going to drop. We can startpushing those ads for three days and all of a sudden, it's like. Oh, I havenever seen that school and you know...

...what I saw it on facebook today, O Ijust loged into instagram. It happens to be there to look at that. Googleretargeting ad. It's about that school! Oh, you know what look what came in themail box today it's about that school! Oh Wow! I just got a a phone message ora text message from somebody at that school. All of a sudden, the brandawareness in that, though her four days has just gone through the roof, andthat's one of the things that Omni channel marketing is doing is that it'swarming. People up to your messaging, because again, if you just simply senda direct male piece and to Dan Choice, point is that statistics show that youknow Twelve fifteen twenty time of touches is before people start toremember a brand, and so what we're trying to do is get those brand touchesas frequently and as concentrated as we can so that when we do deliver thatmessage, whether it's the email, whether it's the direct male piece, theend that we're going to continue nurturing that people are already awareof it and they're kind of curious and they're. Looking into that, because thebrand awareness is so strong, then I think that you know part of what Danasaying is that now that we've got their attention and they start engaging, howcan we harvest more information from them to make it more personal? And Ithink that's probably a good conversation to have is a little bitabout personalization and why that is so critical. I mean you know that yousee the statistics about generations e, especially they really want to be knownand and whether it's a quiz that we ask him or whether we engage with them indifferent ways. Maybe there's some gated content that we drive them to. Wewant to know more about them than maybe what we know just from the purchaselist, and so you know maybe maybe troy. You can tell us a little bit about thisprogram that we're developing for another school. With this quiz I meanthe whole nature was to get to know people a little bit better right. Yesand I'll also lean on Sean a little bit because he's doing all the work behindthe scenes, but as we were, as you were, describing personalization, I thinkwhen we think of personalization, we think of first name, we think of just acouple of high level items, but as we...

...are interacting with the SPECTO studentor this perspective donor, what we're doing is getting additional informationthan we can reach back out to them or reach back out to their parents anddemonstrate. We know who you are in Shan, you help develop or you helpeddesign a program. That's executing barts program of a a quiz that we aredoing for a school at this time. Can you give us a little look into how youdid that sure? So you know the personalization is not even to just theindividual. You know the personalization is for the differentsets of of audiences as well. So if you want to target you know sophomoresdifferently than juniors and seniors and then within those groups, then youcan personalize down to the actual individual. With the program that wewere running now, we are asking slightly different sense of questionsto these different groups of students, because you knowyou know with with sophomores. You know they may not really they're, not reallythinking of financial aid at that point, but certainly for seniors that that's ayou know, hot topic question, so we ask you know: how prepared are you forfinancial aid? You know, do you feel comfortable with it or not? You know.Sophomore is not so much so you know also tailoring specifically what you'reasking is going to garner you better results than just treating everyonewith with the same treatment asking the same questions so yeah. So you knowpreemptively knowing your audience and what information you're wanting togarner also help you get the information you were looking for andplease let us say that it's not boring information. We are asking themthings that they are eager to tell us. You know what is the favorite food thatthey like to eat? What is their favorite music, that they listen to allthese different things that they are...

...giving us or that they are willing toput into the quiz? Then again we are reaching back out to them anddemonstrating we hear you, we listen. The pictures are toward what their answers are and thenwe're also sending letters out to their parents, demonstrating that. Did youdemonstrating that we know who their students are, and it's probablysurprising to some of those parents of the answers that the students gave, butthe beauty of this that also enables us to kind of capture how often they'recoming back to the landing page and how often they are interacting with thecampaign which is very useful to the institution, because that goes into thelead, scoring that's something that the institution knows who they can reachout to most urgently yeah yeah, and I I love the you know the work that we allcollaborated on with this with this current program that we're doing andagain it just launched a week ago. So we're not ready to share the name witheverybody yet, but, needless to say, we're seeing a lot ofsuccess with it. But my son is a junior and his name was purchased on the list,and so it was interesting because we received one of the direct male piecesat home. And you know it's got a Pearl on there. So we scanned it and hestarted looking at the different questions that were on the quiz. Andagain it's a very highly interactive quiz, so don't think about it like aform of hey here's, the radio buttons and check boxes just to kind of clickthrough you know the typical. What schools ask is you know what what yearare you graduating? You know what are you interested in? We were, actuallyyou know to choice, point asking more about well, what's your favorite foodto study with and what's your favorite music to study by and you know, if youhad, if you had your choice for a year off, what would you do with it, and soa lot of this is just kind of fun and there was a lot of you know, highgraphics and photography, and you know, illustrations and icons and made itreally fun and light hearted. But the...

...thing I love about it is that you knowas a parent, even as I was watching him do the quiz. I didn't realize that heliked to use o listen to country music when he studies- and I didn't know thatyou know chips was his preference of of food and that he would rather just kindof shut his phone off and hit the books rather than calling a friends for studygroup. So that was information that was interesting to me that I could havemore conversations with him about and that's what we're doing when we includethe parent conflow is sending the parents to this information that hey.We know that your son or daughter, whoever it is we're going to mentiontheir name, thought it was really cool if they like listening to country,music and eating ships, while they study, we found that pretty cool,though that type of conversation that type of engagement, that's reallyapproachable. It really changes the way that the students and the parents feelabout the school were not we're kind of rising above everybody else, and it'snot just noise like everything else. So I know we've got a couple of minutesleft and troy. If you don't mind, I'd like to kind of talk a little bit aboutlead matching- and I think that that's something- that's maybe a little bit ofa new technology that at least when I'm talking to schools and talking todifferent folks and enrollment and development. I know it's been used likein some corporate worlds, and you know the lot of the retailers use this typeof information, but I think it'd be good, just to kind of give somebodywho's listening, just an idea of the technology that we can leverage tobuild new audiences for our campaigns, just based on this lead match. So Dan.I don't know if that's something you want to pick up and talk about sureI'll be more an happy to on the technology. That's out there todayallows us to be able to gather people's information when they visit a specificpage or a website, and we can capture their address city, state and Zip ifthey happen to be in your database. We can also capture their first name andlast name, but we also have the ability, when we do capture that information togo out and append that data and tie names to it so a way of school that canuse this is that there's certain programs and offerings that are outthere that are either. You know to your point bar long term sales, which willgive you like a state planning, for...

...instance on the advancement side, orthere could be undergraduate programs and things that are out there. Theschools are trying to find people that are interested in the programs, but youcan't specifically go out just by a list of those type of people, so using this technology, you can startbuilding a virtual database of people that you need to be responding to andstart planning how you want to reach back out to them because they had aspecific interest. So it's a very valuable tool and helping people startbuilding the database of really hard to reach potential targets. If you will,because we're able to capture them when we place this cookie, if you will on awebsite or on a specific page inside a website to identify the uniqueindividuals that we want to speak to- and I just want to clarify because alot of people you might have listened to that- and just said Oh yeah, we cando that. I mean they fill out the form we get their name. Their address knowwhat we're talking about. This is different. If someone comes to yourwebsite, they don't do anything. They don't feel out any forms. They don'tthey don't engage with it other than just looking at the website. Thiscookie will pick up the IP number that they're coming from. Typically everyhouse, just like Your Street address, is a unique address. You also have aunique digital address. It's called an IP number, an I P address. We can takethat IP address and scrub it against a national database that ties the IPaddress of your home to your home, physical address and other demographics.That's what's so powerful about this. Instead of buying lists from sat or actor other places that you might want to, and it's especially important for you,folks that are in adult and graduate studies where you cannot buy the listif you could actually harvest the data from your website of people, who'vecome to the website and may be kicked around and looked at your differentadult programs or different online programs. This lead match allows us toactually pull down a database of people. Who've been on your website, curious,but never filled out of form. Then we can turn that back into a searchcampaign. That says you know. We know these people are interested in ourproduct or our service. We can start a marketing a campaign with them. I meanI talk, talk to some people about that...

...and they're like wow, that's way toocreepy, but it depends on how you use it. I mean. The last thing you want todo is send a letter to saying hey. We saw that you were anonymously lookingon our website and we figured out you are and we wanted to. Let you know thatwe have these products now. If we treat a more like a search to just say: Heywe've included you on a list. You know we're just we're anonymously, lettingyou know at the beginning, and then we start building some more information onwhat we know. But I think this lead match is such an important and powerfultechnology and tool. That again, I think for especially like adult andgraduate programs. It could be so valuable to start building a list ofpeople that you can market to because leads are very hard to come by there'sa lot of ways to do it, and I think that this, coupled with some other waysof you, know the Google ad network social media advertising. This is a wayto start to build up that list of potential people that can look at yourprograms, simply capturing individuals that have expressed interest in yourinstitution that you never knew about right, right, correct, yes, as we drawour podcast to a close Dan or Shan. Are there any final thoughts that you haveof anything that we talked about, that we forgot to mention I'll jump in forjust a split? Second, I wanted to reiterate what can spoke about it.Brought up originally and barred is alluded to, and that is personalizationis warm terminology where we identify somebody as an individual and speak totheir individual interests, and versioning is a way to be able to takethose people put them into groups and verse in some of the content at alittle bit higher level. So again, we can talk to people who are interestedin a nursing program, or we can talk to people that are interested in anengineering program and then inside that version piece we can personalizeit with an additional information that we capture on them, so we're drillingdown in there into that group to the personal level of the individual, sopersonalization versus versioning. I think it's important to understand that.Thank you, Dan Sean. I would like to add that you know what we find with alot of the clients we interact with when we're introducing them to these.You Know Omni Channel Automation tools...

...is you know it takes a lot ofpreemptive thought and planning, because a lot you know the beauty ofthese programs is that they are automated and that they can be as setand forget as you would like. But with that comes a lot of forethought andokay. How do we want this campaign to run for the next? You know three months,six months the whole year and- and while that can seem like a lot to takein you know, once you get an understanding of how these tools canwork to your benefit and how they can customize you or out, reaches andGarner better responses from your your audience. You know it's clear that youknow it's definitely worth the effort and worth the thought to plan all ofthis out. It is very worthwhile for the results that you receive to put allthat work in planning into the front end bark. Do you have any finalthoughts before we wrap it up? Yeah? I just wanted to think that one Shan Danthanks so much for being on the podcast today. It's just been valuable to kindof walk through and kind of explain some of these new things that arereally accessible to a lot of schools that maybe they didn't realize. I meanthere's a lot of ways to kind of scale up and scale down with these type ofprograms, and I think it's so important to kind of understand. What's available.One thing I wanted to just kind of point out, because I mentioned this toa client the other day that we were talking about Dominican, marketing andand versioning and personalization, and I just wanted to kind of point out justjust to make a comment. You know we talk a lot about versioning and a lotof people are already familiar with digital printing and- and I think thatdigital printing has been around for a while. I mean probably fifteen twentyyears now, but I think what people are not understanding is that the thetechnology has advanced to the point where you can actually do very largescale, digital printing. Now that would kind of be closer to what could only bedone with offset in the past and the way I kind of kind of illustrate thatand let's, let's say that: You're, a small to mid sized school and you'reyou're, sending out view books and...

...sending out these different things. Youcan actually now start to look at a ways to leverage digital printing in away that you could, in theory, put together a individualized version viewbook per student. You could actually set that up and be able to drop indifferent photos if they've indicated their interest in N, Lacrosse orthey're interested in the stem programs. Those could be photos that get droppedin with data variable, and I think that kind of opens up some excitement to theidea that, if we're going to be sending out these view, books based onindividuals or, let's say we're sending out travel piece, those the ability toversion and individualize those down to the level of the of the individual,that's interested is very powerful. And it's something that I think that a lotof people don't understand or realize that you know we can even do thatbeyond. Just the standard post cards that have done been done in the past,and so I just wanted to kind of open people's mind up to think through thefact that there's a lot of ways and a lot of creative ways that we can lookat personalization, V versioning. That might be beyond Troy's example earlier,where hey, let's put their name in a fancy, font, really big and hope theyget the gets their attention. I'm really excited about the ways. Thesetypes of tools can open up a lot more opportunities well said Bart in thanksthe to the three of you for a very enlightening conversation. If you wantto find more information about this, you can simply google it. Of course, ifyou go to Kaler hyphen solutions, com that takes you to barts team or you cango to think patent toom and you can get more information about the tools thatwe utilize to help colleges and universities. The Higher Ed Marketerpodcast is sponsored by cale solutions and education, marketing and brandingagency and by thing patented, a marketing execution, printing andmailing provider of Higher Ed Solutions. On behalf of my co host Bart Kaylor,I'm troy singer. Thanks for joining us,...

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