Improving University Marketing Efforts with Salesforce Marketing Cloud
A prominent university, which is accredited by several regional accrediting agencies, currently utilizing Salesforce Education Cloud (SFEC) and is considering migrating to Salesforce Marketing Cloud (SFMC) in order to enhance engagement with prospective students and more effectively track their involvement through email communications and the online platform. Salesforce Education Cloud helps to organize and manage data, while Marketing Cloud offers a range of interactive email templates and the ability to automatically send and track emails, as well as monitor engagement and clicks. By implementing Salesforce Marketing Cloud, the university aims to streamline communication and interactions with prospective students, leading to a more seamless and cohesive experience.Industry: Higher Education Region: North America Tools: Salesforce Education Cloud (SFEC), Higher Education Data Architecture (HEDA), Salesforce Marketing Cloud (SFMC)
The client lacked the necessary tools for effective student engagement in Salesforce Education Cloud (SFEC), which can be addressed by integrating with Salesforce Marketing Cloud (SFMC). Specifically, the client would benefit from the following features and capabilities in SFMC:
- SFMC offers advanced email marketing capabilities, including interactive templates and sophisticated segmentation techniques.
- Robust analytics and reporting tools in SFMC enable tracking of student engagement and campaign performance.
- Automation features such as Journey Builder and Automation Studio in SFMC streamline email communication and lead nurturing processes.
- SFMC allows for integration with other Salesforce products and third-party systems. Customizable landing pages and web forms in SFMC can be used for lead capture.
- Advanced social media marketing and advertising tools in SFMC allow for targeted outreach to students and potential students.
The client required an automated solution for potential students who had interacted with their website and were considering enrolling in a program and sending interactive emails to their students, utilizing education cloud data. In order to fulfill these requirements, the client sought out a partner with experience in Salesforce integrations and multi-cloud expertise, as well as a team capable of managing their complete marketing platform, including the design, planning, execution, and analysis of marketing activities. They also required their team to be trained on how to use SFMC and its tools and guidance throughout the overall process.
Revolve Softech implemented a strategy for the customer to effectively engage with potential students through their online platform and email communications. Our team of experienced industry professionals in marketing platform solutions provided comprehensive support, enabling the customer to focus on their business operations.
- As the first step in the project, Salesforce Education Cloud (SFEC) was integrated into Salesforce Marketing Cloud (SFMC) using the native connector.
- Established user accounts and defined roles and permissions, while also integrating them into corresponding user accounts in the Salesforce Education Cloud (SFEC) (API User included).
- Setting up sender profile, delivery profile, Reply Mail Management, and send classifications.
- Utilized data from Salesforce Education Cloud (SFEC) and other sources to create targeted marketing campaigns and track student engagement.
- Set up a dedicated sending IP for the Marketing Cloud for the process of IP Warming.
- While sending a small volume of emails to a targeted group of engaged recipients our team monitored the delivery and mail engagement rates.
- Gradually increasing the volume of emails sent over time, keeping an eye on delivery and engagement rates to ensure that they remain high.
- Implemented the use of data extensions and attribute groups to store and manage contact data, which was then utilized in various marketing scenarios.
- The automation designed by our team ensured that it meets the exact requirements presented by our client, this included the design and implementation of a tailored solution utilizing Journey Builder and Automation Studio to nurture leads and support the client’s marketing efforts.
- Continuously monitored and adjusted strategies to ensure success and meet evolving customer needs.
- Trained the client’s team on how to use the Marketing Cloud platform and associated tools. This involved providing guidance on how to create and manage campaigns, use analytics and reporting tools, and leverage other features of the platform.
Upon integrating the Salesforce Education Cloud (SFEC) with the Salesforce Marketing Cloud (SFMC), the client was able to efficiently access and utilize both platforms, leading to the optimization of 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. During the project, our team provided training and guidance to the client’s team on how to effectively utilize the analytics and reporting tools, as well as other automation tools available within the Salesforce Marketing Cloud (SFMC). This support enabled the client to maximize the use of these resources and streamline their marketing efforts.