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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

Hobsons Connect Training Series

David Baugher, Director

Office of Graduate Admissions


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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


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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”


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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


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What are some “Best Practices” for setting up our Communication Plan

  • From Line

  • Subject Line

  • Message/Body

  • Frequency


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Best Practices – From Line Communication Plan

  • 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


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Best Practices – Subject Line Communication Plan

  • 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


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Best Practices – Message/Body Communication Plan

  • 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


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Best Practices – Message/Body (cont) Communication Plan

  • Prospects –

    • simple content

    • Interactive

    • Call to action

    • 1-2 links

  • Applicants –

    • More detail

    • Information and instructions


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Best Practices - Frequency Communication Plan

  • 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).


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Communication Plans – Frequency Communication Plan

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


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Emails in Hobsons Communication Plan

  • 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


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Today’s Demo in Hobons Communication Plan

  • 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


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Let’s Log In! Communication Plan

www.kennesaw.edu/graduate/admissions/connect/manual.html


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