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Communication Plans: Keeping in Touch with Propsects and Applicants. Hobsons Connect Training Series David Baugher, Director Office of Graduate Admissions. Agenda. What is a Communication Plan Why do we need one What are “best practices” for marketing emails

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communication plans keeping in touch with propsects and applicants

Communication Plans: Keeping in Touch with Propsects and Applicants

Hobsons Connect Training Series

David Baugher, Director

Office of Graduate Admissions

agenda
Agenda
  • What is a Communication Plan
  • Why do we need one
  • What are “best practices” for marketing emails
  • How do we edit emails currently scheduled in Hobsons
what is a communication plan
What is a Communication Plan
  • An organized set of communications (emails, phone calls, letters, etc)
  • Purposefully timed
  • Give information to prospects to entice them to apply
  • Give information to applicants to encourage them to complete their file
  • Give information to accepted students for “next steps”
why do we need a communication plan
Why do we need a Communication Plan?
  • Keep in touch with prospects
  • Keep KSU in their thoughts
  • Give prospects the information they need to decide if your program is right for them.
  • Let applicants know what they need to complete their file and by what deadline
what are some best practices for setting up our communication plan
What are some “Best Practices” for setting up our Communication Plan
  • From Line
  • Subject Line
  • Message/Body
  • Frequency
best practices from line
Best Practices – From Line
  • More effective when from a person not a company
  • 7 out of 10 judge whether it’s spam by From and/or Subject line
  • From line and Subject line should work together
  • 55% will open if they trust the sender
best practices subject line
Best Practices – Subject Line
  • Call to action
  • 35% open because of the Subject line
  • Shorter out performs longer
  • Personalized perform worse
  • Trusted Company name increased open rate
  • Tell what’s inside, not sell what’s inside
  • Headline or question type subjects do well
best practices message body
Best Practices – Message/Body
  • Clarity – Short and sweet
  • 15-20 seconds for an email/51 seconds for a newsletter
  • 54% only read half the message
  • Segmentation – unique content by segment
  • Call to action
  • Consistent Branding, use of templates
  • Key points high in body
  • Mixed results on using images
best practices message body cont
Best Practices – Message/Body (cont)
  • Prospects –
    • simple content
    • Interactive
    • Call to action
    • 1-2 links
  • Applicants –
    • More detail
    • Information and instructions
best practices frequency
Best Practices - Frequency
  • People tolerating less
  • Opt-in marketing 2x/week – 2x/month
  • People opt-out because content no longer relevant
  • Follow-up messages can be based on interaction with previous message(s).
communication plans frequency
Communication Plans – Frequency

Currently running for most programs. (not MAC, MBA, MCM)

emails in hobsons
Emails in Hobsons
  • Who is the email going to?
    • Create a filter
  • Who is it from?
    • Use a return address someone monitors
  • Will the subject line get their attention?
  • What do you want to say to this group?
    • Create the email
  • Does it look right?
    • TEST, TEST, TEST!!!
  • Queue for delivery
today s demo in hobons
Today’s Demo in Hobons
  • Reviewing and editing currently scheduled emails
  • Creating scheduled emails in a future class
  • These are your “live” emails
  • Don’t have to edit them now, but soon
  • “Renew” annually in October
  • Notify David that OK for another year
slide14

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