Case Study

Functional Alignment to Marketing Cloud

A higher education institution sought to use Salesforce Marketing Cloud to enhance the digital experiences for prospective and current students. We facilitated the development of a strategic vision for the constituent experience and conducted workshops to define future state experiences not possible with the client’s legacy marketing platform. Current processes needed to be reevaluated to craft a more streamlined and personalized approach to marketing that would leverage Salesforce.

 CHALLENGE

  • Client did not understand the realm of possibilities of Salesforce Marketing Cloud in order to re-imagine and optimize the constituent journey
  • Create a shared understanding of how the Admissions and Student Experience departments are changing to improve the student experience
  • Needed to develop a long-term plan to implement journey designs across various departments without interrupting current operations

SOLUTION PROFILE

  • Facilitated a vision map, including a vision statement, guiding principles, goals and measures to guide the institution in enhancing the student experience
  • Created personas to uncover pain points and opportunities to improve the constituent experience
  • Created journey maps for each persona to uncover key milestones, activities, challenges and areas of improvement
  • Translated persona journey maps into Journey Builder journeys to drive better results for the milestones
  • Developed a roadmap for implementation of key journeys while not interrupting upcoming key moments such as application deadlines, deposits, enrollment, and graduation

RESULTS

  • Provided a shared understanding of the student experience across departments
  • Improved student experience with the institution while improving the success of meeting key milestones
  • Revised Marketing processes to fully leverage Salesforce Marketing Cloud functionality
  • Providing more strategic, consistent student experiences while staying relevant in the ever-changing higher education landscape

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