Business Challenge: No residual annual consumer engagement for fund raising drive which reduced the efficiency of the entire Athletic marketing organization for the length of the drive.

Solution: Develop a back end data capture program designed to organically segment each user engagement.  Maintain the historic print go to market strategy but augment the high cost promotion with a Personalized Landing Page PURL that would allow the consumer a feeling of being part of the club while tracking the behavioral  buying interests to better understand their individual donation thresh hold.  Automate a personalized drip campaign that utilizes print, email, and mobile to assist the end user through the donation/buying process.  Maintain a 10 touch strategy for each segmented group throughout the year to lessen the resistance at time of next donation asks.

​Result: 80% reduction in staff needed to deploy annual fundraising project along with 40% reduction in marketing spend to generate results which have increased by 14% annually over the last 4 years.  

Business Challenge: Engage qualified High School students to increase annual admissions.

Solution: Deploy a personalized experience for the High School prospect to login and learn about what the university offers as it relates to their personal interests in both curriculum and extra-curricular activities.

​Result: 15% increase in admissions and a reduction of 10% of admissions budget.

Business Challenge: Fragmented mass broadcast approach to consumer engagement and little or no consumer experience tracking through the education program.

Solution: Unified database that generates a unique ID# for each prospect through the student acquisition process all the way through post- graduation.  Deploy a comprehensive multi-channel drip campaign with automated triggers to reduce the amount of staff needed to process new enrollment. 

​Result: 20% reduction in broadcast media spend and a 30% increase in student enrollment along with a 10% increase in student retention through graduation.  Increased internal processing efficiencies that reduced staff management of entire prospect to enrollment process which allow them to focus on other revenue producing avenues of the business.

​Business Challenge: Low Alumni membership engagement along with low annual membership retention through traditional media.

Solution: Complete database analyzation to build a segmented targeted approach to lead generation, lead scoring, lead nurturing, and customer conversion.  Utilize predictive modeling of existing membership base to serve increased membership involvement thus reduce annual turnover.  Build consumer personas around the experience of attending the university and the current life stage of the prospective member.

Result: Increased new membership acquisition of 13% in first year along with a 22% reduction in retention expenditures.  First year increase of 8% retention of existing members and 35% increase in donation funding from membership groups.

4015 Tioga Pointe Lane

Lake Wylie, SC 29710

 614-203-1851

Tyson@TysonHigginbotham.com