Victoria University engages Oracle Eloqua to market Open Day
While under stay-at-home orders, Victoria University sent personalized and dynamic content to prospective Open Day registrants with Oracle Eloqua.
“Oracle Customer Experience applications allowed us to re-engineer a new digital experience, and use technology to efficiently navigate our way through unprecedented times.”
Business challenges
The higher education institution located in Melbourne, Victoria, Australia is known for its innovative VU Block Model and the employability of graduated students.
Before the pandemic, the university worked with a small budget and team to organize Open Day, an event where prospective students can visit campus and learn more before enrolling. After being placed on lockdown during the pandemic, employees pivoted. Staffers had little experience with online events, but they knew that Open Day was critical to enrollment numbers. The university wanted to utilize technology that could take advantage of contact information to guide invitations and email campaigns.
Oracle Marketing delivers data-driven and unique digital experiences for key audiences, and allows us to personalize, scale, and optimize campaigns.
Why Victoria University chose Oracle
Victoria University has been a longtime customer of Oracle services designed for the high-education space. The university wanted to continue with Oracle, and selected Oracle Eloqua Marketing Automation to optimize its use of data and support its admissions strategy.
Results
After reimagining Open Day 2020 as a virtual event, the Victoria University marketing team used Oracle Eloqua to craft campaigns and personalized content to bolster attendance among prospective students.
In only months, Oracle Eloqua was primed to send more than 127,000 emails to eight key audience streams, targeting students, educators, and parents. These emails were sorted into eight audience streams, allowing dynamic content to personalize outreach to each individual. As a result, the registration campaign received 162% more registrants than the previous year.
Leading up to the event, a reminder campaign was crafted using Oracle Eloqua with a focus on self-service and personal preferences, allowing registrants to select which sessions they would like to be notified about and how they would like to receive the notification. The attendance rate for those that requested reminders were 77% higher than other registrants.
Eloqua was also integrated to the existing Oracle Sales environment, allowing teams to have access to data in real time and undertake targeted lead nurture. This piece of lead management in Oracle Service allowed the university Future Students team to cultivate relationships and ensure every prospective student felt heard and seen.
Given the success of the event, Victoria University feels confident in its abilities to host a large scale event with the right communication strategy. The university’s focus on the customer experience journey has made the VU Virtual Open Day a new tradition. These efforts were recognized at the 15th Annual Markie Awards, where Victoria University was a finalist in The Insight Award for Best Use of Data—SMB category.
Partners
Marketing Cube helped Victoria University with the implementation, creating the personalized recommendation engine that accompanied it, as well as integration into third-party applications.