Prospective Student Event Campaign Management

LRM Prospective Student Event Campaign Management
Prospective student recruiting events should be managed in the LRM system. Using the LRM system, you can build specific event registration pages and capture prospective student interests during the registration process. The following 6 steps should be followed when setting up a new event registration campaign. 

Jump to: 

• How do I set up a new event? 
• How do I add new Event Options or new Event Dates? 
• How do I add recurring event dates? 
• How do I adjust the confirmation email send process? 
• How do I test the event registration? 
• How do I find the event registration link? 

LRM Event Campaign Details

In LRM, navigate to Marketing > Campaigns. To create a new event campaign, select "New" in upper left. To view existing event campaigns, you can use the Filter function to filter on Campaign Type to view only Digital - Event campaigns. 

When creating a new event campaign, complete the following data fields. 

A. Basic Campaign Details

• Name: Use appropriate campaign naming convention. (See LRM Campaign Naming Conventions.)

• Abbreviation: Abbreviation for LRM reporting

• Campaign Code:Unique code created automatically

• Description: Description of the campaign purpose. 

B. Campaign Attributes

• Client: Primary WSB program

• Constituent Role: Primary targeted audience

• Campaign Type: Digital – Event 

• Campaign Sub Type: Select best option

C. Landing Page Text
Edit the campaign landing page details to best suit the specific event registration page. 

• General Information Heading: Left page red font header

• General Information Text: Left page info

• Event Option Text: First drop down header

• Date Option Text: Second drop down header
  
  

After saving the LRM event campaign details, go to inquire.bus.wisc.edu/test and select the campaign name to view the event registration page. 

Complete the Event Registration Options

The user is requested to submit the following data fields when registering for an event:

• First Name
• Last Name
• Email 
• Phone
• ZIP
• Event Option - Linked to an "Interest to Add" to the prospect record
• Event Date (optional) - Adds event name, date, time and location information
• Planned Year of Enrollment 

Event Options (First Drop Down Selection) - Required 

The first drop down selection adds the program interest to the prospective student record. 

The program interest is added to the prospective student's record based on the first drop down selection on the form and is defined in the database by the field “Interest to Add” for the Event Option. The program interest can be explicitly listed as the Event Option Name or can be inherently added ("hidden") depending on the Event Option’s "Interest to Add" field. See Examples below. 

Example: The Event Option could be named the program of interest and the interest associated with the program would be the same. This field can also be used to populate dynamic confirmation and reminder emails.

Example: The Event Option could be named “Coffee Hour” and the interest associated with Coffee Hour could be Full-Time MBA.  Thus, when a user registers for Coffee Hour, a Full-Time MBA interest is added to their contact record. 

Event Date (Second Drop Down Selection)

The second drop down adds event date information. The Event Date information can serve a dual purpose. This drop down allows for multiple date selection for one type of event and can be used to populate dynamic confirmation and reminder emails.

For each Event Option, add the Event Date details: 

• Event Name 
• Event Date
• Event Time
• Location

When creating these fields, the following items should be considered:

• Identify which database fields will be used as the dynamic fields in event emails.
• Even though Location may not be presented on the registration form, be sure to add this information in the database, if you’ll reference the location field in the dynamic emails. 
   

Event Email Templates

Create the event registration confirmation email and reminder email templates:

1. Use dynamic fields in the email templates to provide a great user experience. 
2. Event confirmation emails will be set up to send automatically after the user registers for an event.
3. Event reminder emails are sent out manually by program staff. (See process for sending dynamic reminder emails.) 

Automated Email Send Process

Set up an automated send of event registration confirmation email (if needed): 

1. Adjust the automated email send process to include the new event registration confirmation email. See Process: Send Event Registration Confirmation Email. 
2. Process can send an email based on unique event campaign, or if there are multiple events under one campaign (making the campaign name not unique), the email send process will be dependent on the Event Option and Event Date fields. 

Test!

Test the event registration process:

1. Register for the event and confirm the following occurs: 
   1. Confirmation email is received and the email content is correct 
   2. Campaign response is added to the user profile and accurate
   3. Interest and term added to the user profile is in line with the submission or aligned with existing prospect interests 
2. If using dynamic email templates, test all dynamic email templates you’ll use for the associated event. 
   1. Confirmation email
   2. Reminder email
   3. Additional emails 
3. Repeat process to test multiple registrations for different event options and event dates to ensure consistency across the event options and dates.

Event Registration Link (URL)

Before launching an event registration page, steps 1-5 should already be completed:

Create an LRM Event – Summary of steps 1-5 above:

1. Event campaign details set up in LRM
2. Verify the online registration form is set up appropriately for the end user
3. Create related event email templates
4. Confirm email trigger is included in the event registration confirmation email send process
   1. See LRM Processes: CD Lead Event – Send Event Registration Confirmation Email 
5. Test event registration

To find the registration link (URL) for an LRM-managed event, go to:

1. Inquire.bus.wisc.edu/test
2. Select the event you want to activate
3. Copy the URL of the appropriate event registration page
4. Add the registration link to webpages
5. Update marketing and email communications with the appropriate link