Slate, a CRM system developed by Technolutions, has gained popularity among higher education institutions for managing admissions, recruitment, and enrollment processes. Marketing Cloud, the marketing platform developed by Salesforce, includes integrated solutions for customer journey management, email, mobile, social, web personalization, advertising, content creation, and data analysis. Using both Marketing Cloud and Slate together provides a powerful tool for higher education institutions.
Importance of Marketing Capabilities in Higher Education Software
Marketing plays a crucial role in a higher education institution’s success in a myriad of ways:
- Student Recruitment: Students across the world have many options and by using marketing strategies and channels, institutions can promote their programs, highlight their unique offerings, and engage prospective students. Marketing campaigns can increase visibility, generate leads, and drive interest to the institution, ultimately improving student recruitment.
- Communication and Engagement: Through various marketing channels such as email campaigns, social media, website content, and events, institutions can circulate information, share updates, and foster relationships with their audience. Marketing ensures timely and targeted communication throughout the admission and enrollment cycle.
- Branding and Positioning: Crafting a compelling brand message and implementing consistent branding across marketing channels allows institutions to set themselves apart and create positive relationships with their target audience.
- Lead Generation and Conversion: By implementing lead nurturing campaigns, institutions can cultivate relationships with prospective students, provide relevant information, address their queries, and guide them through the admissions process. Marketing plays a vital role in converting leads into applications, and ultimately enrolled students.
Why Add Marketing Cloud to Your Slate Environment?
Slate CRM makes it possible to drive student recruitment. It helps educational institutions effectively organize their admissions and enrollment processes. Marketing Cloud’s comprehensive marketing automation platform offers a wide range of tools and capabilities that can augment Slate’s functionality.
Marketing Cloud offers a robust range of marketing functionalities such as:
- Email marketing: With customizable templates, drag-and-drop editors, responsive designs, users can create professional-looking email campaigns without extensive code knowledge.
- Customer Journey Management: Journey Builder, a key component of Marketing Cloud, allows you to map out and automate complex customer journeys, ensuring timely and personalized email communications at each stage of the student lifecycle.
- Segmentation: Marketing Cloud offers powerful segmentation capabilities that allow you to divide your audience into targeted segments based on specific criteria such as:
- Behaviors (Engagement Levels)
- Type of Interactions
With personalized campaigns, institutions can deliver relevant content to each segment, increasing the likelihood of engagement, conversion, and student satisfaction.
- Advertising Analytics and Email AI Analytics: This marketing platform provides the ability to track key metrics like open rates, click-through-rates, conversions, and engagement levels. These insights enable you to continuously improve your marketing strategies, refine targeting, and give users a 360-view of your audience.
- Integrations with a multitude of systems: Marketing Cloud has a strong ecosystem and offers extensive integrations with various systems, including CRMs, content management systems, data platforms, and third party applications. It allows for seamless data exchanges such as sFTP, integration with customer data sources, and connected workflows across multiple marketing channels.
- Mobile Studio: Marketing Cloud’s Mobile Studio can automate SMS Campaigns, segment your audiences based on different criteria, and track the performance. Mobile Push Notifications allows you to engage with your students by sending timely messages or alerts directly to their mobile device. Further, Mobile Studio offers Mobile Journey Builder which allows you to design and automate student journeys across mobile channels.
- Compliance and Deliverability: Marketing Cloud adheres to industry best practices and compliance such as CAN-SPAM, GDPR, and FERPA, to ensure email deliverability and maintain the reputation of your sender domain.
Marketing Cloud is highly customizable and scalable. It provides extensive integration capabilities and a wide range of tools and features that can be adapted to various marketing strategies and business requirements. Combined with Slate, Marketing Cloud provides improved customer engagement, increased conversions, and more effective communication.
To learn how to incorporate Marketing Cloud with your Slate instance, or Slate with your Marketing Cloud, please contact us. We can help talk through the options and what would help your institution thrive.