Building skills and confidence for staff
Accordant helped build skills and confidence by providing strong training support for La Trobe, including a multi-day session it called Accordantpalooza. Teams from across La Trobe, including marketing, IT, business and academic teams, listened in to the sessions that helped educate stakeholders about what applications were in place, what they were doing, what wins they were seeing and how they could get involved. This helped build excitement and interest in doing more with Adobe Experience Cloud.
“We knew it would take time to build our Adobe Experience Cloud knowledge, but Accordant was with us every step of the way,” says Keevers-Hall. “They started out by doing the heavy lifting, but over time they provided less hand-holding until we were working largely on our own.”
Keevers-Hall also encouraged staff to learn more about Adobe applications with Adobe Experience League. As teams started to work more with Adobe Experience Cloud applications by themselves, many staff members became interesting in learning how to build skills and answer questions on their own. Analysts, in particular, wanted to know how to better use Adobe Analytics to get more value from data.
With Adobe Experience League, analysts can explore recommended learning paths at their own pace. By encouraging analysts to learn introductory and basic skills through Experience League, La Trobe spends less time and effort on training.
“Between Accordant walking us through real-world scenarios and Adobe Experience League refreshing our knowledge, we’ve been able to build the confidence needed to drive experiences with Adobe Experience Cloud,” says Keevers-Hall.
Bringing Open Day to students digitally
While La Trobe teams generally manage day-to-day experiences, Accordant continues to support teams through long-term strategic planning and specialised use cases. Accordant recently supported one major event for La Trobe: Open Day 2020.
Open Day is traditionally the biggest recruiting day of the year for Australian universities. But when the COVID-19 pandemic made in-person gatherings impossible, La Trobe decided to switch directions and create a virtual Open Day. Over two Sundays, La Trobe held over 100 individual sessions and numerous Q&A segments promoting different fields of study across metro and regional campora. Through highly personalised website experiences and campaigns, Accordant helped La Trobe create a multi-channel journey aimed at attracting potential students from across Victoria.
The Open Day experience started from registration. Accordant built a customised website with personalisation and interactivity at its core, encouraging students to register their interests as they filled in the form. Based on this information, La Trobe could start pushing highly tailored emails and SMS messages through Adobe Campaign aimed at keeping prospects eagerly looking forward to Open Day. On the day of the event, Adobe Target helped create a personalised website experience, surfacing the sessions most relevant to each student.
“This is our first year working with a digital Open Day, but we saw 157% more leads compared to last year with a 91% reduction in costs per lead and an overall operating cost much less than physical events,” says Keevers-Hall. “While nothing will quite replace face-to-face interactions, these Open Days have shown us the benefits of offering digital options.”