Every enrollment funnel has a leak. A prospective student downloads a program guide, attends a virtual event, fills out an inquiry form, or requests information. Then something happens—or nothing happens. The follow-up is delayed, communications aren’t relevant, questions go unanswered, and competing institutions capture attention. The prospective student loses momentum. For many colleges and universities, the challenge isn’t generating inquiries. It’s maintaining engagement after the inquiry. Marketing automation helps institutions close that gap through personalized communications, lead scoring, triggered follow-up, and stronger coordination between marketing and admissions teams. The Inquiry-to-Enrollment Gap: Where Most Institutions Lose Students The path from inquiry […]
Government agencies communicate with a wide range of audiences every day. Residents. Business owners. Visitors. Volunteers. Hunters. Anglers. Campers. Parents. Seniors. Community partners. Each group has different interests, different needs, and different reasons for interacting with your organization. Yet many agencies still rely on broad, one-size-fits-all communications that send the same message to everyone. The result is lower engagement, missed opportunities, and information that often gets overlooked because it isn’t relevant to the recipient. Today’s constituents expect a different experience. They expect timely, helpful communications that reflect their interests and make it easier to access services, participate in programs, […]
For years, SMS marketing was largely a one-way channel. Organizations sent appointment reminders, event updates, promotional offers, and important notifications. Customers received them. Today, that dynamic is changing. More organizations are adopting two-way SMS marketing to create conversations rather than simply broadcast messages. The opportunity is significant. SMS remains one of the most immediate and engaging communication channels available. But as more organizations embrace conversational SMS marketing, a new challenge emerges: designing automation flows that work for real people. Because real people don’t always respond the way marketers expect. Building […]
SMS marketing continues to deliver some of the highest engagement rates in digital marketing. Messages are seen quickly, response rates are often strong, and the channel creates a sense of immediacy that email and social media cannot always match. But that effectiveness creates a temptation. As marketing teams become more comfortable with SMS automation, many begin adding more triggers, more campaigns, and more touchpoints. Over time, those automated messages can start to pile up, creating a subscriber experience that feels overwhelming rather than helpful. The result is often SMS fatigue. […]
Government organizations face a unique challenge when it comes to marketing and communications. Unlike most businesses, they are often responsible for serving multiple audiences, supporting multiple departments, and communicating a wide range of information—all while working within strict governance, approval, and compliance requirements. A city government may need to promote community events, communicate emergency updates, share utility information, support economic development initiatives, and drive participation in parks and recreation programs. A public utility may manage customer communications, conservation campaigns, and regulatory notices. Tourism bureaus, transit authorities, and county agencies often face similar complexities. […]
