Customer onboarding is the process of introducing your customers to the company, products, and services.
Instead of throwing every bit of information you have at a new customer, proper onboarding is a process of gradually showing the customer everything you have to offer. There is always a time and place for what you feed to each customer.
At NLU we developed a very strategic onboarding process for each student. We would feed them bits and pieces of personalized messages depending on where they were at in the funnel.
Phase 1: Inquiry
In an attempt to help personalize our messaging to our customers, we had a variety of digital resources pointing them to the first stage of the funnel. We tailored a splash page with specific content, creative and website design. All of these worked together to drive a potential student to request more information about a program of interest.
The identity of the campaign is to show how a student is "Made by Mercy" when attending. As a student you are molded and given the attributes you need to succeed in your job field.
MMU challenges their students to reach their full potential. Every student will gain a variety of similar core attributes, but each program will bring a new focus to your overall structure.
A CAMPAIGN WITH A STORY WILL MOVE AN AUDIENCE
You are #MADEBYMERCY, in return you create moments that are "Made by Mercy". With every creative piece that shows a person there is always a moment that follows, no matter what the customer sees they will eventually be led down the path of "People" and "Moments".
DIGITAL AD CAMPAIGNS
Programmatic display banner campaigns were created for each program. Each creative campaigned is paired up with its counterpart. This opened the door on testing moments vs portraits.program specific
Multiple email cadences where set up to help students during the entire student life-cycle. Yes, we want to get them in the door but we also need to keep them there.
HOW DO YOU KNOW THE CREATIVE IS WORKING?
Test, test and then test again. You can have a design and brand that looks beautiful and encompasses the company as a whole, but does it register with the outside user? How do you know your creative work is paying off. This is where "data-driven marketing" comes into play. You will truly never know if things are working unless you split test everything.
Every program campaign has multiple options and it is key to know which ads resonate with people. Just because you run a GDN test on two different creatives the results may not be the same for a Facebook ad campaign. Every campaign should be ever evolving and constantly tested. With MMU this was huge in finding out where and when to use different creative treatments.
With the website, each page was tracked and recorded. This gave us huge insights on where people were getting hung up and what we can do to resolve the issue. The site is subjected to monthly CRO tests and is always evolving.
WEBSITE DESIGN & UX
One stumbling block for MMU was their current site. It was large and clunky, which didn't provide much lift in student conversions. The goal here was to create a very fluid website that was easily digestible and could full-fill the needs of prospect students. When you break it down for any site there are 2 main types of consumers, objective and informational. Objective users come in with a specific goal or task in mind with a clear path on execution. Informational users are there to learn and gain knowledge, they will spend time on the site digesting all the material.
With these two user types in mind we were able to create a very functional website. The site serves the objective users by providing a simple and direct path to form submissions, financial aid and programs. Each item or callout was put in strategic locations in order to make the progression of the site feel natural. In addition to serving the objective user the site is also tailored for the informational user. The content was custom tailored for the student, each paragraph served a purpose and provided insights and knowledge. (All fluff text was cut out) The content progressed as the user learned.
A BRAND EXPERIENCE
Taking a step out of the normal cookie cutter experience when it comes to higher education. MMU fully embraced the new eye-catching campaign and immediately felt a positive impact from it. Not only was the brand applied to online program ads, but was showcased around the campus. This included: Billboards, Banners, Flyers, Apparel, Displays, Magazines, etc. Whether you are a traditional student attending the campus or an Online Adult Learner you are part of the new look and feel of MMU.
With a new and eye-catching campaign engagement saw an immediate increase. MMU has seen an increase of 38% of enrolling students through submissions directly related to the new brand.