If you're in Higher Education, you know how challenging it can be to build relationships with potential students. Relax! There's a Marketo for that. View this interactive webinar with Melissa Yvon, Business Consultant at Marketo, and Michael Moyes, Director of Admissions at Berklee College of Music, to discover how to overcome the unique marketing challenges of the higher education space.

1. #RevEngine
Make the Grade: Overcoming Higher Ed’s
Hardest Marketing Challenges
Presented by:
Melissa Yvon, Business Consultant, Marketo
Michael Moyes, Director of Admissions, Berklee College of
Music Online

2. Our Agenda for Today
The Berklee Online Story
Automation of the Student Lifecycle
Results
Q&A
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3. #RevEngine
Berklee Online Overview

4. Berklee Online History
• The online continuing education division of Berklee College of Music
• Delivers access to Berklee's acclaimed curriculum from anywhere in
the world.
• Offers award-winning courses, and multi-course certificate programs,
which are accredited by NEASC and taught by the college's world-renowned
faculty.
• Since 2002, Berklee Online has taught more than 30,000 students
from 144 countries.
• In Spring 2014, Berklee Online announced offering 120-credit
bachelor of professional studies degrees in music business and music
production starting in Fall 2014.
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5. Admissions and Marketing Goals
• Replace Homegrown Systems with more reliable cloud
solutions
• Create an online application to support the new
offering of Online Degrees
• Automate the application process from start to finish
• Nurture prospective and current students per their
area of interest
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6. How do we get there?
• Replacement of home grown systems
o ACS and The Panel  SFDC
• Creation of an Online Application
o Used TargetX as our implementation partner
• Leverage Marketo
o Use all the features and functionality that this
solution has to offer
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7. Marketo Enables Marketers to:
 Streamline, automate, and measure marketing tasks
 Create and manage marketing content, emails, forms, and landing pages
for marketing programs in one platform
 Have insight and visibility into prospective student behavior
 Nurture and engage prospects and students at the right time with the
right content
 Qualify and prioritize leads for admissions follow up
 Increase operational efficiency and grow revenue faster
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8. #RevEngine
Lead Scoring

9. Scoring: Why
• Determine level of
interest in your school
• Rank to see who fits
your prospective
student profile
• Count the number of
times something was
done
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10. Scoring: Benefits
• Drive marketing and
admissions
productivity
• Increase revenue
faster
• Focus marketing on
your “best”
prospective students
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11. #RevEngine
Berklee Online Lead Model

12. Berklee’s Model
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13. Communicating with Prospects
• Student Stage must contain Identified, Engaged or Remarketing
• Objectives:
• Introduce advisor
• Educate the prospect on the online offerings
• Provide them an opportunity to sample a course
• Drive them to testimonials and other useful resources
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14. Communicating with Applicants
• Applicant – “In Progress”
• Campaign created to help the applicant along the application
process
• Sent on a consistent cadence
• Introduce the advisor as a resource
• Removed from this drip campaign if the individual completes
their application
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15. Communicating with Applicants (cont.)
• Applicant – “Submitted”
• Campaign created to remind the applicant to send transcripts
• Apply for Financial Aid
• Review the app tracker for completed items
• Sent on a consistent cadence
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16. Results
• DEGREES
• Over 2,000 Fall applications started!
• 300 Accepted students
• Over 275 Deposits
• Total Fall students TBD!
• NON-DEGREE
• Higher quality leads
• Decrease in advisor ‘clerical’ work in favor of automation
• Future (Forms)
o MQL – No Phone
o T-Shirt Size Project
o Open House
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17. #RevEngine © 2014 Marketo, Inc. Marketo Proprietary and Confidential 17