What is Marketing Cloud?
A significant component to the CRM project is a product called Marketing Cloud, a communications and marketing tool that helps Auburn more effectively interact and communicate with our constituents. Marketing Cloud can be used at any time but is most successful when combined with the contacts managed in the academic CRM.
Utilizing Marketing Cloud, Auburn’s communication and marketing professionals should use the CRM to strengthen the university’s structure for acquiring information about the institution and translating it into engaging stories and experiences through accessible and engaging channels. Additionally, communications and marketing staff should focus on developing messaging and strategies that enable partners across campus to communicate more effectively. As such, while Marketing Cloud can be used at any time, it is most successful when combined with the contacts managed in the academic CRM.
Auburn University’s instance of Marketing Cloud includes the following products:
Content Builder
A cross-channel content management tool that allows you to consolidate images, documents, and content in a single location for use in Marketing Cloud.
Email Studio
Allows marketers to build and send personalized promotional, transactional, and triggered emails with robust real-time reporting to track and optimize performance.
Social Studio
A powerful all-in-one social media marketing and management suite that allows you to listen, engage, publish, and monitor all in one place.
Journey Builder
Marketing Cloud’s premier campaign planning and execution tool that empowers marketers to design and automate campaigns to guide customers through a series of interactions with your brand including through email, mobile, advertising, web, direct mail, and more.
Use of Marketing Cloud should support the university in two ways:
- Tell the Auburn story in ways that are strategic, meaningful, and intentional.
- Define, amplify, and protect Auburn’s image and brand through strategies communications.
- Advocate for Auburn’s programs and people among internal and external audiences.
- Translate strategic goals and accomplishments into messages that are memorable and meaningful.
- Strengthen the combined impact of Auburn’s units to ensure the university is speaking with one clear voice.
- Support and amplify unit messages in support of campus wide goals and objectives.
- Provide support to campus partners in support of the university’s strategic plan while creating communication efficiencies.
- Share communications and marketing content strategies to allow campus partners to communicate effectively.
- Collectively leverage the power of the Auburn brand.
