Building Event Campaigns

Overview

Event Campaigns are communication plans connected to a specific event and allow you to manage your outreach to students before and after the event. They are set up similarly to Nurture and Blast Campaigns. Event Campaigns consist of four tracks:

• Invitations
• Signup Reminders
• Thanks for Attending
• Did not Attend

Creating Event Campaigns

1. Navigate to the Outreach drop-down menu on the top navigation bar and select Campaigns. 
2. Click Campaigns and then Event Campaigns. Then, select New Campaign from the Campaigns drop-down.
3. Complete the prompts, making sure to select the event tied to the campaign, and Save.

Four tracks are automatically created for the campaign: Invitations, Signup Reminders, Thanks for Attending, and Did Not Attend. Click a track to begin adding Tiers and content. 

Event Campaigns are a hybrid of Nurture and Blast Campaigns:

• Invitations are sent similarly to Blast Campaigns, where you select the date and time the communication is sent. For example, you can choose to send an Invitation every Monday leading up to the event like you can do in a Blast Campaign. Signup Reminders are sent 7 days before the event and 1 day before the event, similar to a Nurture Campaign.
• Signup Reminders, Thanks for Attending, and Did not Attend tracks are sent similarly to Nurture Campaigns, where you select the number of days before or after the event you want to send the communication.

Unique to Event Campaigns, students don't need to receive Tier 1 communication before receiving Tier 2 communication. For example, if Tier 1 communication is scheduled to be sent 7 days before an event and Tier 2 communication is scheduled to be sent 1 day before an event, and a student registers 2 days before the event, they will only receive the Tier 2 communication 1 day before the event.

Once your campaign is created, you'll want to create, test, and send emails to your students.

Event Campaign Filters

Event Campaign tracks automatically filter the recipients, with the only associated Group being the one applied to the Invitation track. For example, if you are hosting an Accepted Student Reception, you apply the Accepted Student Group to the Invitation track. The other tracks automatically filter based on the event and don't require a Group to be applied. Signup Reminders are sent only to students who registered, Thanks for Attending communications are sent to students who were checked in as attended, and Did not Attend communications are sent to students who were not checked in. 

The following track filters are applied:

Creating Event Auto Responders

You may want to send a confirmation email when a student registers for an event. You can do this using Auto Responders – messages automatically sent to students once they complete the event registration. You can send three types of Auto Responders: Email, Text, and Voice.

Follow the instructions for Creating Auto Responders. You must first create the Auto Responder before you can add it to your event. Once the Auto Responder is created, add it on the General Tab of Form Settings. 

Creating Event SEM Forms

Similar to linking a custom web ad campaign to a unique SEM Form URL, you can apply the same approach to an event registration form. Use Event SEM forms on landing pages, websites, emails, etc., to understand the most effective channel for generating event registrations. For example, you may want to promote your Open House event on YouTube. You can create an Event SEM Form to track how many registrations came from those promotions.

When creating your SEM Form, link the Event to the Form on the SEM Form tab under Form Settings. 

Creating Event Campaign To-do's

You can set up a to-do in a campaign as a task or reminder for admissions reps to complete as students move through the campaign's tiered communication. For example, you may add a to-do for reps to reach out to students who haven't registered for an event. Setting up a to-do in an event campaign is the same as adding one to a nurture and blast campaign.