Behavioral Intelligence Platform: ENGAGE
Identify students. Reduce your marketing spend per student. Increase enrollment.
Why ENGAGE Matters
Not only does ENGAGE identify prospective students who are unavailable from any list buy, the software reduces the interaction time with prospects by serving personalized content. ENGAGE also measures every interaction, at every stage of the enrollment journey, whether it be through digital advertising, emails, paid social prospecting or other outreach methods.
Solutions for Today’s Enrollment Leaders
Capture’s comprehensive Daily Visitor Report (DVR), featuring all website recent activity from the past 24 hours, gives you the power to prioritize highly engaged prospective students.
- Unique reports by market segments and counselor assignments
- Downloadable data
- Detailed information on pages visited
- Full browsing history on your website
ENGAGE captures two types of stealth prospects: Organic Prospects and Affinity Prospects.
Identified site visitors who have completed and submitted behavioral-based Progressive Identification (PID) form.
Behaviorally identified visitors with an Affinity Index that makes them similar to “traditional” inquiries and just as likely to apply.
Capture’s Engagement Score uses a proprietary algorithm that calculates each visitors level of interest, from 0-100, over a period of time. The Engagement Score gives you the ability to execute agile communications strategies when the visitor is most engaged with your website.
Any visitor with an applicant status or beyond that indicates a high Engagement Score should be followed up with immediately.
Capture’s Affinity Index uses a proprietary algorithm to produce a real-time score based on a cumulative prospect engagement level on your website since the moment of identification in ENGAGE. Capture’s Affinity Index will help you to:
- Segment students for recruitment or yield efforts, data analytics, predictive modeling or communications.
- Prioritize Inquiry and Applicant outreach communications.
- Determine which non-deposited students may be wavering on whether or not to attend.
Capture’s Counselor Alerts provide instant notification to your admissions team when identified visitors are on your website. Messages can be specified by territory and provide a relevant and timely way for your team to assist prospective students in the next steps of the recruitment process.
Context makes a conversation compelling. You learn more about your potential students as they engage and interact with your institution. Additional behavioral insights and data points inform and shape messaging into relevant, timely and meaningful interactions that help the student to explore your institution with confidence and clarity.
Email Address Targeting
Digital ads are targeted to devices based on an individual’s email address. These ads are distributed across traditional ad networks or to specific social ad networks such as Facebook and Instagram.
Household IP Targeting
IP algorithm that determines the IP address based on a physical address, then used for precise ad targeting to any connected device in that household.
Capture’s GEO-IP targeting helps you to target your marketing to specific geographical regions by serving ads to anyone browsing on networks within the defined area. GEO-IP targeting gives you the control to pinpoint your message to reach potential students whether they are near your campus, out of state or close to an event or conference.
Industry-leading ad networks are used to deliver digital ads to previous site visitors. Website Retargeted ads will be displayed to your site abandoner as he or she browses the internet. The messages of the ads are custom designed reflect the moment of engagement, your institution’s tone and voice and keep your brand in front of bounced traffic. Capture’s Website Retargeting Ads function across platforms, operating systems and will display on mobile, tablet, laptop and desktop devices.
As the name implies, Social Retargeting ads are more socially focused and are displayed within the Facebook and Instagram ad networks. Social Retargeting also targets previous site visitors by serving relevant and timely ads. Increase your reach with refined messaging that speaks directly to socially engaged potential students, their parents and friends after they have left your site.
The power of the Behavioral Intelligence Platform’s real-time data gives you insights into where prospective students are in the enrollment decision process. With this information, you are able to deploy a dynamic, behavioral-based email strategy that delivers the right message at the right time.
All prospective students and their families have a unique series of emails built to guide them through their decision journey. Institutional value positioning, program announcements and steps toward application submission are all relayed in a series of timely and targeted email communications.
Capture’s Behavioral Email Series can help improve email deliverability as well as establish and maintain a healthy sender reputation with various Internet Service Providers (ISPs), i.e. Gmail and Yahoo.
Capture’s Landing Pages provide prospects with relevant information and typically include a specific call to action, such as a short web form or scholarship calculator. These pages track visits from advertising and marketing within ENGAGE to identify visitors that complete and submit the form.
Progressive Identification Forms (PIDs)
ENGAGE’s Progressive Identification Forms (PIDs) are short forms designed to collect prospect information such as name, email, phone number, etc. Completed forms result in an identified visitor, a generated lead and can trigger additional pieces of campaigns. PIDs can be served as a popover or as an embedded piece of content on your site.
A Toaster is a small graphic that slides up from the bottom right corner of a web page based on visitor behaviors. Toasters can be targeted to visitors, usually students, and have a specific call to action. Toasters can be strategically used to influence specific segments or to all site visitors.
A Pop-over dynamically displays over a web page and can be a graphic, form, short piece of HTML content or media, such as a video. Pop-overs, like toasters, can have a specific call to action that is clearly defined for the visitor. Pop-overs will display only once, regardless of the action taken by the visitor.
Image Swaps and Image Inserts
- Image Swap: A graphic with a specific message that replaces an image currently on the partner website when viewed by a visitor matching specific behavioral or demographic criteria.
- Image Insert: Can be used to add a new image onto a page. We have used this method to provide special messaging to specific groups; for instance out-of-state students might see a different message or image than in-state students.
Image Swaps and Image Inserts give you the ability to populate new images, or replace existing images, on your website based on behavioral or demographic criteria.
Capture’s Triggered Emails are sent to identified site visitors after a desired action has been completed. The email features information based on what content the student has viewed or on the action taken.
Through Capture’s partnership with Mongoose, the leading higher ed texting platform, behavior-based triggered text messages can be sent to your identified website visitors.
Capture’s team of Account Executives provide data analysis, search strategy and continuing recommendations for purchasing names from selected sources including ACT|NRCCUA, College Board and others. Recommendations are based on your specific enrollment goals and use an iterative, data-driven approach to produce the most qualified, mission-fit prospects. Search Consulting applies multiple sources over time allowing a continual flow of students to generate interested students.
In addition to ENGAGE’s marketing automation, Search Consulting can be paired with the Behavioral Intelligence Platform’s machine-learning based predictive modeling products: APPLY, AID and ENROLL.
Results can be put into action with campaigns such as digital advertising, that provide prospective students with personalized communications.
Capture’s Social Marketing features highly engaging, customized ads that are served on Facebook and Instagram. These ads typically receive higher click engagement than standard web ads and give you the ability to find and target new prospective students through custom-built audiences based on demographics such as location, interests, education level, degree type, behaviors and more.
Enrollment leaders can finally measure and optimize their ad campaigns across thousands of sites using Google, Facebook, Instagram all within the Behavioral Intelligence Platform.
From sponsored content and text ads to lead generation forms, LinkedIn Advertising can target graduate and non-traditional prospective students as well as alumni. Capture harnesses the power of LinkedIn’s advanced user-targeting capabilities ensuring your messages are being delivered to the right target audience.
Capture’s Smart Direct Mail goes far beyond traditional, bulk print offerings. When coupled with Capture’s predictive models, you can target top-prospect pool segments maximizing results and saving money. Expand awareness, encourage responses and increase conversions with highly personalized print pieces that are crafted to match your institution’s brand and tone.
- Full-color, regular and tri-fold postcards
- Personalized letters
Connecting Over The Great Outdoors
From no response to commitment in one highly relevant email.
A Carson-Newman admissions counselor, Spenser Smith, had been trying to get in touch with a prospective student for several weeks. He wrote emails and sent texts. He made calls and mailed printed materials … all with no response.
Then Carson-Newman partnered with Capture and began to use ENGAGE, marketing automation built specifically for colleges and universities. That’s when Spenser identified a better strategy for communicating with the student.
ENGAGE is a managed service. The Capture professionals who will help you get the most out of ENGAGE include your:
- Account Executive: Enrollment experts who serve as the primary contact to create your strategies, assess your performance metrics, and guide the building and implementation of your Partner Success Plan.
- Project Manager: To ensure efficient approval, launch and optimization of campaigns as well as plan and organize your process.
- Designers: To ensure adherence to your university’s brand standards and guidelines while delivering multi-channel design work.
- Communication Specialists: To provide creative editorial execution in every marketing channel while continuously improving and optimizing your campaigns.