Colleges have a big marketing problem: Summer melt. Every year, a certain percentage of accepted students say they plan to matriculate, but never enroll. For the George State University (GSU) admissions team, the key to reducing summer melt was personalization. In 2016, the team launched a pilot that sent personalized text messages powered by an AI virtual assistant to students. These texts reduced summer melt by 21% and increased overall enrollment by more than 3%.
Building on that success, GSU wanted to develop personalized video to nudge students to complete the enrollment process and attend the school. They came up with a three-video content marketing series. Of the people who watched the first video, 58% then enrolled.
Personalized video enhances customer engagement, and for GSU, it moved accepted students (prospects) past obstructions along the route to becoming actual students (customers).
“Personalized video content should address a need in the customer buying journey,” says Anna Maria Virzi, Principal Analyst, Gartner. “The most prevalent examples of personalized video make a strong emotional connection or fulfill an information need.”
In addition to creating an emotional connection, brands might use personalized video to explain a complex process or to show appreciation to loyal customers.
To create videos that effectively engage customers, marketers should ask a trio of questions: