Discover how a prestigious university reimagines its student communication strategy with Salesforce Marketing Cloud, enhancing engagement and streamlining interactions for prospective students.
A prestigious, regionally accredited university sought to enhance student engagement and streamline marketing operations. Their existing systems were inadequate for tracking student interactions and utilizing education cloud data to attract potential students to enroll in a program through interactive emails.
To address these challenges, the university envisioned a robust marketing automation platform capable of delivering targeted email campaigns, capturing leads effectively, and providing actionable insights. However, they lacked the in-house expertise to fully leverage the platform's capabilities.
Learn how Icreon being a leading digital velocity partner, helped the client in implementation of Salesforce Marketing Cloud to streamline communication and interactions with prospective students, leading to a more seamless and cohesive experience.
The university faced significant challenges in effectively engaging with prospective students due to the limitations of their existing tools within Salesforce Education Cloud (SFEC). They lacked the capabilities to fully utilize education cloud data for tracking and communicating with students who had interacted with their website and were considering enrollment. The existing tools were inadequate for advanced email marketing, robust analytics, and automation features necessary to streamline communication and lead nurturing.
To address these gaps, the university needed a solution that integrated Salesforce Marketing Cloud (SFMC) with other Salesforce products and third-party systems. This integration required advanced features such as customizable landing pages, web forms for lead capture, and social media marketing tools for targeted outreach. Additionally, they needed the ability to send interactive emails to students, leveraging data from SFEC to enhance engagement. The university partnered with Icreon, seeking expertise in Salesforce integrations and multi-cloud environments to manage and optimize their entire marketing platform.
The client was in an urgent need to revamp their marketing efforts to streamline student experiences and boost engagement with the online university portal. To achieve this, Icreon came up with a comprehensive strategy to effectively engage with potential students through their online platform and email communications. To start with, Icreon team integrated Salesforce Education Cloud (SFEC) with Salesforce Marketing Cloud (SFMC) to establish a better communication platform where senders and receivers are well-organized as per their roles and permissions.
Secondly, we created targeted marketing campaigns and tracked student engagement. We initiated IP warming by sending a small volume of emails to a small group of recipients, carefully monitoring delivery and engagement rates. Over time, we gradually increased email volumes, maintaining high delivery and engagement rates.
To boost marketing efforts, our team also used automation and implemented data extensions and attribute groups to store and manage contact data. Using this data, the marketing team would be able to fetch and analyze data quickly to create and run personalized email marketing campaigns. Our team also trained the client’s team for the optimal use of this newly integrated marketing cloud platform and associated tools
Icreon integrated Salesforce Education Cloud (SFEC) and Marketing Cloud (SFMC), establishing user accounts, defining roles & permissions, and aligning them with corresponding SFEC accounts, including API User integration. Additionally, sender profiles, delivery profiles, Reply Mail Management, and send classifications were set up to optimize communication efficiency.
To empower digital marketing efforts with targeted campaigns and personalized approach, Icreon harnessed data from Salesforce Education Cloud (SFEC) and other sources. Additionally, the data allowed for precise tracking of student engagement, ensuring that campaigns were not only effective but also optimized for ongoing success in student and alumni interactions.
Icreon implemented a strategic email marketing approach by setting up a dedicated sending IP within Salesforce Marketing Cloud (SFMC) and initiating an IP warming process. This involved gradually sending emails to a targeted, engaged audience while monitoring performance. Additionally, data extensions and attribute groups were used to optimize contact data management for enhanced campaign effectiveness
Icreon implemented a tailored automation solution to meet specific client requirements. Utilizing Salesforce's Journey Builder and Automation Studio, the solution was crafted to nurture leads and support marketing efforts efficiently. This customized approach ensured that automated workflows aligned perfectly with the client's goals, optimizing lead management and enhancing overall marketing performance.
Icreon delivered thorough training and support, empowering the client’s team to independently manage Salesforce Marketing Cloud. Training covered campaign creation, analytics, reporting tools, and platform features. This hands-on guidance empowered the team to manage their marketing efforts independently, ensuring long-term success and adaptability in their marketing initiatives.
After Icreon integrated Salesforce Education Cloud (SFEC) with Salesforce Marketing Cloud (SFMC), the client gained seamless access to both platforms, significantly optimizing their student interaction portal. The SFMC’s various tools, including Email Studio, Automation Studio, Content Builder, and Contact Builder, allowed the client to improve their student engagement and track it more effectively using the comprehensive range of tools offered.
Additionally, this facilitated enhanced engagement with alumni. Furthermore, we provided tailored training and guidance, empowering the client’s team to effectively utilize SFMC’s analytics, reporting, and automation tools. This strategic support ensured the client could maximize these resources, ultimately streamlining and enhancing their overall marketing efforts.
