A web of integrations keeps the student journey personal
With its move to Experience Manager, Swinburne University filled a central gap in its digital marketing strategy. The digital experience platform joins an integrated ecosystem of tools, including Adobe Campaign, Analytics, Target, Audience Manager and Advertising Cloud. By tying them all together, the university can create data-driven end-to-end personalised customer journeys, across all touchpoints and channels.
Campaign microsites are a critical waystation in customer journeys. And now they’re easy to spin up. With Experience Manager Forms, marketing teams can create forms without help from IT. Those forms are linked to the CRM system and Campaign, allowing the university to capture information and use it to segment audiences for targeted, triggered campaigns.
Accordant Isobar integrated Adobe’s marketing automation platform, Adobe Campaign, into Experience Manager Forms enabling real-time communications via email and SMS to be triggered via form interactions and personalised using a student’s preferences captured via the form data. That work has increased lead generation from campaign microsites by 189% and form completion rates are up 98%.
“When a new group of undergraduates is about to start classes, we invite them to an orientation event and send them a series of triggered emails or text messages to follow up,” Capp explains. “Our communications are dynamically tailored to their personal information and the actions they take, such as what they view on the site and whether they show up to the event.”
The website also changes based on each person’s behaviour, thanks to the work Capp’s team has done with Target. If someone leaves a form half filled, the site will give that person a nudge the next time they visit. That dynamic personalisation helps increase conversion rates and helps prospective students find what they need faster - which has led to a 70% increase in domestic online course applications from the campaign microsite channel between 2019 and 2020.
The synergy Swinburne University has created among its Adobe Experience Cloud tools is mirrored by the synergy in its partner network. While Isobar built out the Experience Manager environment, its subsidiary Accordant has been a central figure in helping the university ramp up its use of Campaign and building integrations.
Capp is eager to do more with those integrations. “We’re connecting anonymous activity with known customer data through digital IDs. By passing that data through Audience Manager, Target and Campaign, we can do extremely targeted marketing, retargeting and nurture streams,” he says. “Going forward, this is the part that really excites me.”
That central view of customer data across channels, enabled by Analytics and Audience Manager with rich anonymous insights, complemented by rich PII intent data in Campaign, provides Capp and his team important insights into what visitors are looking for - and what problems they want to solve. An international student, for example, needs very different information than a corporate customer. With such diverse audiences, pinpointing those differences is a key capability for the university as it looks to personalise digital experiences.
Empowered to create, teams move faster
Today, there are as many as 20 authors publishing and managing their own content through Experience Manager Sites. Capp’s team controls access permissions, so users see only the content they control. To start, most users are in the marketing department, but other teams are coming on board.
“We rolled out Adobe Experience Manager Sites to our first non-marketing authors on the news team,” says Capp. “Using the templates we built, their publishing cycle has gone from two hours to instantaneous. For them, this is an absolute game-changer.”
Isobar’s Accordant had already run in-depth programmes of training and governance across Campaign, Analytics, Advertising Cloud, Audience Manager and Target. This enables Swinburne’s broad stakeholder groups to be self-sufficient utilising the ‘drag and drop’ capabilities and fragment builder functionality in Campaign to create reusable, reliable and standardised EDM components for ease of use and consistency of messaging and sophisticated marketing journeys for prospects and students alike.
It’s a promising start as Capp works with Isobar to roll out the solution to other departments, such as faculty groups and the university’s research centres. With control over their own content under the Swinburne domain, departments can speak to their audiences directly - no longer waiting for marketing and IT to publish updates.
For Capp, it’s exciting to see so much progress so quickly. It’s his opportunity to make an impact on the university’s mission - attracting the right students and preparing them for the future.