Behavioral Intelligence Platform: ENGAGE
Marketing Automation Built Specifically for Higher Education
Identify your prospects.
Identify students and generate robust, data-rich profiles for all of your prospective students based on their engagement.
Connect with relevance.
Deliver customized, timely and relevant experiences at each step of a student’s enrollment journey.
Reduce your marketing spend per student.
Reduce the time and cost required to create a meaningful relationship between student and school while eliminating dependency on aimless mass marketing.
Convert your prospects into applicants.
Leverage predictive analytics and marketing automation to influence specific and important outcomes — including applying and completing.
Why ENGAGE Matters
Powered by behavior intelligence and machine learning, ENGAGE tailors student experiences by delivering automated, personalized, 1:1 messaging automatically — when students want it — without additional resources from your team. The software:
- Identifies prospective students who are not on lists by engaging and identifying anonymous/stealth prospects who have not identified themselves in traditional ways, i.e. through testing agencies.
- Prioritizes enrollment and marketing staff outreach by providing unique insights into each website visitor through daily reporting, behavioral scoring and online dashboards.
- Is marketing automation built specifically for higher education with reporting metrics, prospect profile pages, campaign reports and much more.
- Offers automated or semi-automated data exchanges with CRM to ensure the most up-to-date status on all prospect data.
Enrollment Success Metrics
Identify prospective students, connect with relevance, reduce your marketing spend per student with results
Behavior-based enrollment metrics impact every enrollment and marketing professional by improving the speed to relevant conversations and reducing the time to conversion. Behavioral data impacts the success at every level of the organization. Capture’s proprietary algorithms identities leads, calculates a prospect’s level of interest, and provides behavior scores to guide counselor actions.
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.
Personalized, relevant, and when the student wants it. These emails are delivered once the visitor has completed a desired action. It is like having a virtual counselor, for the email is triggered any time of the day and based on the visitor’s behavior.
Progressive Identification Forms (PIDs)
Identify students which lists did not and trigger personalized content. These short forms collect pertinent information and can be served as a popover or as an embedded piece of content on your site. Every interaction is tracked within the student’s profile.
Toasters target a precise group of people, or a larger populace. Effective calls to action include applying for admission, signing up for an open house, registering for admitted student day and more.
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.
Additional Solutions for Today’s Enrollment Leaders
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 help increase student enrollment because they 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 student enrollment with refined messaging that speaks directly to socially engaged potential students, their parents and friends after they have left your site.
The Behavioral Email Series is the only email service created for higher education marketing, delivering the right message at the right time. Data gathered proves that 90% of all interactions with email happen within the first 12 emails sent, BOT’s degrade the accuracy of performance metrics, and design layout impacts spam traps created by the internet service providers (ISPs).
Designed for you by our team of experts, 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.
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 help increase student enrollment with 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 increase student enrollment and 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
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.