Clarkson University- Email Campaign

Distinguishing the Clarkson Difference

clark_Trudeau email_1

The Challenge

On November 20, 2013, Governor Andrew M. Cuomo announced a partnership between New York State, Clarkson University, and The Trudeau Institute to form a world-class biotech enterprise and further establish the region as a premier center of biotechnology research and development. This partnership led to the development of The Clarkson Trudeau Biomedical Scholars Program, which completed its first semester in the summer of 2014. Following the success of the pilot program, Clarkson was challenged to grow The Clarkson Trudeau Biomedical Scholars Program by 40 students for the 2015 Fall Semester.

The Solution

Zone 5 designed an email campaign to target self-identified students interested in the Clarkson Trudeau Biomedical Scholars Program. We developed ‘The Clarkson Difference’, an identity with which the Clarkson Trudeau partnership could identify three unique differentiators (‘Explore. Experience. Environment’) that the program presents to students. Each email was comprised of Zone 5’s copywriting, design and programming. To supplement the email campaign, we also deployed targeted Facebook social advertising in the final week prior to the application deadline as a last push/call to action for submitting applications.

The Results

The email campaign and social advertising worked seamlessly together. Not only did the biology program receive the second highest number of applications out of all Clarkson programs for the fall 2015 semester, 400 applicants were from those who opened all four emails in the campaign. Furthermore, the Facebook advertising initiative resulted in over 3,200 website clicks and reached over 222,000 people.

ClarksonTrudeau Email2ClarksonTrudeau Email #3clark_Trudeau email_NewYearclark_Trudeau email_OpenHouse 2a

5 Takeaways From the 2016 Higher Education Analytics Conference

HEA

Did you miss last week’s #HEA16 conference? No worries, we did too! Though here at Zone 5, we make a point to keep our eyes and ears open to valuable Higher Education information, trends and conference highlights, even when we can’t be there in person. With that in mind, here are (Z)5 things to takeaway from the 2016 Higher Ed Analytics Conference:

  1. Reevaluate your SEO.
    Using Google Analytics benchmarking data, @karinejoly showed that organic search is still the primary driver of traffic to higher ed websites. And you’ll reap an additional benefit: those who reach your site via organic search spend more time there—a strong case for devoting resources to your on-site Search Engine Optimization.
  1. Don’t throw darts at the wall.
    A balanced approach to analytics, according to @joshuaddodson, is intentional, contextual and deliberate. It’s important to define where you are and then use the data to identify next steps. “Vanity” metrics — traffic numbers devoid of context — have no place in an effective marketing plan. Balanced measurement is key to implementing your social strategy.
  1. Tell a story with your data.
    Getting campus departments on board with analytics can prove to be a difficult task. Stakeholders are busy; to get their attention you need to create a captivating narrative when presenting your data. Follow @chase_baker’s example: reports should be structured in a clean, simple fashion to highlight key performance indicators, allowing your team to easily spot trends that affect your overall strategy.
  1. Integrate web, social and email analytics.
    Your college’s digital presence extends far beyond your own web site, and that combined wealth of data can lead to insights that can’t be gleaned from a single source. Channel Alec Baldwin’s Glengarry Glen Ross character and “Always Be Measuring.” @lizgross144 advocates using custom URL parameters for additional tracking on social posts. Use Facebook’s Power Editor to manage ad campaigns and create custom audiences from your website. In short, take advantage of the wealth of tools and data at your disposal. Yes, it’s a big attention investment, but a big ROI is the result.
  1. Utilize Google Tag Manager.
    Another great tool from Google that is being used by only 16% of Higher Ed sites, according to @UVMWebTeam. GTM gives you fast, flexible way to future-proof your site analytics — changes to tags and new tags can be made through GTM and do not require changes to website code. Get universal event tracking, better Youtube stats, debug options and version control. There is a bit of a learning curve, but the reward for that effort is the ability to collect granular data about specific user actions with a minimum of effort.

Check out the #HEA16 Storify for more advice on how to make data-driven decisions to help advance your school.