Very seasonalHeavily researched, emotional decision Geo-based eligibility & compliance requirementsStruggling/gifted, athletes/performers, homebound, military/expat, etc.No exchange of money with customer in many cases
Change: lots of it, all at once (but not enough)!Process and System overhaul togetherNo organization overhaul Timeline: ridiculous!Key Staff: departing!Marketing VP of ConversionEmail Marketing ManagerTechnology: SFDC customizations!
Met Unheard-of implementation timeline! Even without key staffGreat communication between Sales and Marketing to work through customization issues!Leads get to Enrollment Center!Lead scoring!,Dynamic content!Eliminated some of the 10 emails prospects got in first 14 days in system!PROCESS & TECHNOLOGY
Old School strategy and org in Marketing still prevailed
CPA up SEM costs upMedia spend inefficient Email “blasts” bulkingMarketing morale poorStudent achievement focusMore personnel changes