Building an integrated, inclusive, and adaptive content strategy to drive personalised CRM and email marketing success
Jason Yip
Head of Marketing Web, CRM and Analytics, Newcastle University.
What does effective email and CRM orchestration look like?
To get a better understanding of how to improve this vital touch point and key differentiator in your student recruitment and engagement plans. This session will help you learn simple strategies, frameworks and develop audience tools to help you break free from repetitive, untested, and manual cycles of communications.
What you’ll uncover:
How to learn what the decision making journey looks like
What prospective students and applicants are looking for
How to review what they're already receiving from you and whether it's timed right and meeting needs
What they're receiving from other, services, and senders from your university and others, and how that might be causing attention-competition moments, or communications fatigue amongst prospective students
How to better plan and schedule content to ensure a more coordinated, personalised approach to communications
How to generate and use 1st party data to identify student needs to incorporate more personalised communication into your plans
How to build a process for internal review of customer touchpoints, to identify tests, and optimise your way to more satisfied customer journeys and experiences.
Key takeaways
Develop strategies to understand your audience to create tools for more personalised communications
Learn how to create a simple framework to review content, communication and customer touchpoints
Develop strategies for creating more meaningful data to optimise and improve your content and communications.
About your speaker
Jason Yip (He/him) has over 20 years of Digital marketing experience, working in both the public and private sector for creative agencies and destination marketing. He has over 10 years Higher Education experience, leading teams responsible for Web, CRM, Social Media, and analytics at both universities in Newcastle upon Tyne; Northumbria University and now as the Head of Marketing Web, CRM and Analytics at Newcastle University.
He has led on and been nationally recognised for delivering diverse and creative Digital marketing projects, including the World’s ‘Coolest’ Tourism website as voted by the Sunday Times, Geordieland, an innovative use of a real-time social media map of Newcastle, NU World a virtual experience platform for Northumbria University and was recognised by The Economist as a ‘Change Ambassador’ for driving innovation in Marketing Technology.