College Achievement Plan Nurture Campaign
About:
The Starbucks College Achievement Plan allows eligible Starbucks partners (employees) to earn an online bachelor’s degree through a partnership with Arizona State University (ASU). The longterm goal of the Starbucks College Achievement Plan (SCAP) is to help get 25,000 partners graduated by 2025.
Challenge:
Create an online interactive experience that would inform, qualify and nurture a Starbucks partner through all elements of the SCAP program.
Solution:
A multi-touchpoint (email/SMS/MMS) video nurture campaign that spread across three months to help inform and encourage partners to enroll in the Starbucks CollegAchievementnt Plan.
Results:
- 65% Open-rate percentage on initial SCAP welcome email
- Within two weeks of the campaign, launch set an all-time for appointments with enrollment counselors (ASU)
- Greater program awareness to partners helped to enroll in the program leading to over 700+ partners graduating
Contributions:
[fac_icontext icon=”envelope” text=”Email Marketing” shape_type=”round”] [fac_icontext icon=”search” text=”A/B Testing” shape_type=”round”] [fac_icontext icon=”user” text=”Client Reporting” shape_type=”round”] [fac_icontext icon=”play-circle” text=”Video Marketing” shape_type=”round”] [fac_icontext icon=”bullseye” text=”KPI Reporting” shape_type=”round”] [fac_icontext icon=”lightbulb-o” text=”Marketing Strategy” shape_type=”round”]
Video Courtesy of Influence Technologies
