We experimented with two bespoke engagement tools of varying complexity. Both would ultimately deliver an engaging experience and capture the information required to segment audiences into relevant nurture streams by year level, forming the basis for dynamic content by persona.
Curtin University selected our engagement tool program, where prospective students received an email about getting ahead with their career and steps to succeed in their studies. The email content encouraged recipients to click on the Find Your Curtin Match call-to-action through to a Marketo landing page.
What did this mean for Curtin University? Contacts became trackable in Marketo, so their marketing team could start collecting meaningful browsing behaviour like the number of times a contact visited their website and to which specific course pages.
The landing page collected information in a survey, prompting students to indicate their study habits, future goals and preferences. This then allowed them to be profiled into a particular persona and formed the foundation for personalisation. Our scoring model determined four key persona types:
To take this to the next level, 20 student ambassadors were interviewed and grouped. Our growth team selected the best candidate per persona and repurposed their interview answers into digital content through a pillar approach. The content was delivered to prospects who completed the survey, giving them a personal profile match with genuine student advice – direct to their inbox.
Profiling facilitates a higher level of personalisation and is valuable for future communications
Real candidate responses can be repurposed into genuine, relatable digital content
Look to maximise the capabilities of your existing tech stack, you don’t always need an overhaul