About the Episode
About the Episode:
In this episode of "In Your Element," host Brendan Henkel welcomes Kristina Faller, Director of Marketing and Brand Experience, and Nick Ciccarone, Manager of Data and Systems from RIT Certified. The discussion revolves around their experiences implementing and using the Element451 platform at RIT Certified, a division of Rochester Institute of Technology focused on non-traditional education and workforce development.
Kristina and Nick delve into the challenges and successes they've encountered while integrating Element451 into their operations. They explore how the platform has facilitated a dynamic and responsive marketing strategy, crucial for adapting to the rapidly changing job market and educational needs. The conversation also covers their innovative approaches to using data to enhance student engagement and tailor educational offerings to individual career paths.
Brendan shares insights on the pivotal role of technology in transforming educational environments, emphasizing the personalized student experiences made possible by Element451. The episode is a deep dive into the practical applications of AI and CRM technologies in higher education, illustrating RIT Certified's journey from implementation to mastery, and their ongoing efforts to align educational offerings with real-world demands.
Key Takeaways:
- Innovative Implementation: Kristina and Nick discuss their journey of implementing Element451 at RIT Certified, highlighting the transformative impact the platform has had on their operations and student engagement strategies.
- Personalized Marketing Strategies: The episode dives into how RIT Certified utilizes Element451 to tailor marketing strategies that effectively meet the evolving needs of their non-traditional student base, emphasizing the importance of adaptive marketing in higher education.
- Data-Driven Decision Making: Nick elaborates on the crucial role of data in understanding and segmenting their audience, which allows RIT Certified to deliver more personalized and effective educational offerings.
- Non-Credit Education’s Value: The discussion underscores the growing relevance of non-credit courses in today’s job market, providing real-world skills without the traditional degree path, which is particularly vital in rapidly evolving industries.
- Future-Proofing Education: The episode highlights the strategic use of technology to future-proof educational offerings, ensuring that RIT Certified can quickly adapt to changes in the job market and technology landscape.
Episode Summary
What Is RIT Certified, and How Does It Differ from Traditional Programs?
RIT Certified is a division of Rochester Institute of Technology (RIT) focused on non-credit workforce training and professional development. Kristina Fowler explains that RIT Certified addresses a growing demand for skills-based learning among students who may not pursue traditional degrees. This division works closely with regional employers to offer courses that meet local job market needs, from entry-level certifications to advanced upskilling for professionals in industries like microchip fabrication and IT. Their mission aligns with RIT’s roots, supporting individuals who require additional training but may not necessarily need a degree.
How Does Element451 Support RIT Certified’s Marketing and Student Engagement?
RIT Certified uses Element451 to run campaign-based marketing initiatives, leveraging both paid and organic channels to drive leads. Kristina emphasizes how Element451’s campaign pages and email workflows have simplified their process for capturing and nurturing leads. After a prospective student fills out a form, they receive a series of targeted communications to keep them engaged, even if they’re not immediately ready to enroll. This setup helps RIT Certified maintain strong relationships with potential students and increase the likelihood that they’ll return for further training as their career needs evolve.
How Are Custom Fields and Segmentation Used to Tailor Messaging?
Nick Ciccarone dives into how RIT Certified leverages custom fields and calculated segments in Element451 to develop targeted marketing personas. By capturing data on each student’s career stage, educational background, and objectives, RIT Certified can better personalize communications. For example, they send different nurture flows to recent high school graduates than they do to mid-career professionals. This segmentation allows them to create relevant messaging for each group, increasing engagement and boosting conversions.
How Does RIT Certified Use Data Warehousing for a Comprehensive View of Students?
RIT Certified is currently building a data warehousing solution using Snowflake, integrated with Element451, to combine data across their CRM, student information system, and learning management system. Nick shares that the goal is to gain holistic insights into students’ behaviors and academic performance, enabling RIT Certified to optimize marketing and support services further. For instance, they can analyze how website activity correlates with course registration or how previous engagement impacts learning outcomes. This project underscores RIT Certified’s commitment to data-driven decision-making, which enhances the student experience.
What Role Does AI Play in Streamlining Marketing Efforts?
Kristina highlights how Element451’s CoPilot feature has revolutionized their approach to campaign creation, particularly in writing and generating content. CoPilot assists the marketing team by crafting high-quality email sequences, saving time and maintaining consistency across campaigns. Kristina emphasizes that while AI won’t replace skilled marketers, it is a valuable tool for increasing productivity and creativity. This efficient use of AI frees up the team to focus on strategy and innovation rather than getting bogged down by repetitive tasks.
How Does RIT Certified Use Element451’s Application Feature in Unique Ways?
RIT Certified has found unique applications for Element451’s tools, using the application module for scholarship tracking and eligibility verification, particularly for NSA-funded cybersecurity programs. This feature has allowed RIT Certified to track student requirements and automatically send reminders for missing documentation. They also use Element451 for high school programming, making it easy to manage applications and track requirements like counselor recommendations. This use of Element451 demonstrates its flexibility and adaptability for institutions that need to handle non-traditional student pathways.
Connect With Our Co-Hosts:
Daniella Nordin
https://www.linkedin.com/in/daniellanordin/
Brendan Henkel
https://www.linkedin.com/in/bkhenkel/
About The Enrollify Podcast Network: In Your Element is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and Higher Ed Pulse.
Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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