Overview

This hands-on workshop walked teams through assembling a full-funnel system tied to their CRM: audience segmentation, media plan, conversion pages, and email/SMS automations. Participants left with templates and a launch plan designed to go live in 30 days and iterate weekly.

Working Agenda

• Audience & message matrices for priority programs (UG, Grad, Certificates)
• Page/UX wireframes and form strategy to minimize drop-off
• Nurture cadences (reminders, document checks, counselor routing)
• KPI dashboards: CPL/CPA, step-by-step conversion, cohort forecasts
• Governance: brand, compliance, data quality, and change control

Key Takeaways

• A single source of truth (CRM + tracking) is essential for diagnosing drop-off.
• Short, contextual nudges (email/SMS) raised application starts and completion.
• “Fewer fields, faster forms” consistently produced better conversion without sacrificing lead quality.