Description:
Over the past three years, I have managed the implementation and optimization of the marketing automation platform, Act-On, for the UNC Charlotte Belk College of Business.
Each year, the platform was expanded to support the new program pipelines and enrollment opportunities. The demand generation tool integrates with Salesforce to personalize recruitment touch points, support the expansion of the Belk College graduate business programs portfolio and strengthens the connection with prospective students through targeted marketing and communications.
Since implementation, Act-On has facilitated 281,000+ prospective student touch points via email and 3,500+ new contacts collected via forms. With the optimization of inbound and outbound marketing strategies in Act-On, marketing-specific inquiries increased in down funnel admission phases by over 220%.
