Campaign type and volumes
Forming an important step within the application process, the webinar series helped prospects that were still evaluating their options. The webinars were hosted and delivered in the GoToWebinar platform; however, the lead generation and management were delivered through an omni-channel campaign encompassing Marketo, social media, web and digital content channels. Overall the channels reached thousands of prospective students, including 40,000 contacts within Charles Sturt’s marketing automation platform through six email/SMS nurture campaigns.
Campaign assets included; 36 emails variants, 6 SMS sends, 7 landing pages, 6 custom designed PowerPoint packs and 6 webinar projects. All landing page, SMS and email marketing assets were developed in Marketo and integrated with GoToWebinar. This delivered a seamless user experience for prospective students, while simultaneously providing live analytics.
Building on the learnings from the project, Charles Sturt University looked to Social Garden to capitalise and increase their existing application and offer rates through the implementation of a strategic lifecycle marketing program to keep applicants engaged from application through to commencement.
Social Garden developed a student-centric lifecycle marketing program that is responsive to the applicant’s behaviour and proactive at engaging them. Moreover, the program brought together different business units from across the university and established a cross-functional approach for marketing automation across social, content, call centre (conversion), CRM, web and marketing automation teams.
To support the establishment of Marketo as a core platform, Social Garden worked with Charles Sturt’s digital, web, content and marketing automation teams to develop the strategy and execution of several nurture campaigns to launch the new Charles Sturt University brand to an audience of over 22,000 contacts.
Campaign assets delivered by the Social Garden team included;
LucidChart diagrams of campaign flows and strategy including content themes, the design and development of multiple landing page templates, a master email template and the development of multiple email variants and landing pages.