School Open House Campaign

OTime to complete: 3 hours over 2 months

This project will walkthrough how to have a successful open house for your school by using inbound marketing. 

Completing these steps will allow you to:

  • Organize all of your efforts for your Open House Campaign using the Campaigns tool.
  • Build out an editorial calendar.
  • Monitor social media for the event.
  • Generate leads during the event.
Step 1: Create a new campaign in HubSpot
Learn how

To-do

  1. Navigate to the Campaigns tool
  2. Create a new campaign and name it after your open house, information session, or event. Include the year or month within the name if this is a recurring event. 
  3. Define campaign details.
    1. Set attainable visit, lead, and application or enrollment goals.
    2. Determine a timeline. The end date should include time after the open house date.  
    3. Label the persona(s). 

Example

Pro Tip

All assets created in the following steps will be connected to this campaign. Be sure to take the time to understand the campaigns tool!
Need some help getting started?
Watch the Campaign tool's training video!
Step 2: Import open house contact list
Learn how

To-do

  1. Navigate to the Lists tool
  2. If you have access to a list you'd like to invite to the Open House, import those contacts into HubSpot. 
  3. Name your file so that it includes the open house name and date, which will be created as a static list in HubSpot. Part of your campaign will be to reach out to these contacts before the open house.

Example

Pro Tip

You can import information specific to the open house to segment on later down the road. Create custom properties inside HubSpot so the list import syncs correctly.
Need some help getting started?
Watch the Lists training videos!
Step 3: Develop an open house editorial calendar
Learn how

To-do

  1. Navigate to the Calendar tool
  2. Add the open house date as a custom calendar task within your calendar. 
  3. Create a plan for publishing blog posts, promoting via social, etc. around the open house date. Plan your calendar, your content, and how and which social media tools you use, accordingly. Each piece of content can be scheduled through the Calendar tool
  4. For any piece of content you create, tag it with the open house campaign name. 

Pro Tip

Use the Calendar tool to assign different tasks to any colleagues that may be involved to help create the different content assets.
Need some help getting started?
Watch the Content Creation training video!
Step 4: Set up social monitoring streams
Learn how

To-do

  1. Go to the Social Monitoring tool.
  2. Set up streams in the Social Monitoring tool that will help you stay focused on the social media that you can’t miss before and during the event. Different streams could be:
    1. Event name
    2. Event hashtag
    3. Event speakers
    4. Event topic(s)
    5. List of attendees imported in Step 2
  3. Check streams periodically before, during and after the event. Respond to posts when appropriate. 

Example

Pro Tip

Set emails notifications so you can be immediately notified of a stream match.
Need some help getting started?
Watch the social monitoring training videos!
Step 5: Draft and schedule pre-event email(s)
Learn how

To-do

  1. Navigate to the Email tool
  2. Create a new email and keep the name of the email consistent with your campaign name and content offer. Include "Pre-" in the name. 
  3. Determine the From Name and From Email Address (or the name the recipients will see). Make sure emails are sent from real people.
  4. Tag the email with the campaign name that you created in Step 1. 
  5. Create your message subject - this will be the first thing your recipient sees, so make sure it grabs their attention and invites them in to read your email. Include "open house" or the event name in the subject. 
  6. Create the email body. It should include any necessary information about the open house. This could include speakers, the agenda, specific class information, etc. Make the content easy to scan and personalize when appropriate. 
  7. Send a test email to review your email. Make any necessary changes. 
  8. When your email is complete, schedule when you want it sent before the open house. Within the Sending tab of the Email tool, determine your send date and time.
  9. Select the recipient list for the email. Use the list you created in Step 2.

Pro Tip

Make sure emails are sent from real people. It should be the same email for emails during and after the trade show, as well.
Need some help getting started?
Watch the Email training videos!
Step 6: Create a form for the Open House registration
Learn how

To-do

  1. Go to the Forms tool.
  2. Create a new form and name the form after the open house. 
  3. Select fields for the form. This form will be filled out on a landing page by the attendees at the open house.
  4. Mark any required properties that a visitor would need to fill out on the form. Email address is always required. 
  5. Since multiple people will be filling out the form, disable cookie tracking so every form submission is accounted for. 
  6. Save the form. It will be used later as you build out a landing page. 

Example

Pro Tip

Since multiple people will be filling out your form at the open house, disable cookie tracking on your forms so every submission is accounted for.
Need some help getting started?
Watch the Forms training videos!
Step 7: Create a dedicated landing page for Open House registrants
Learn how

To-do

  1. Navigate to the Landing Page tool.
  2. Create a new landing page and select a landing page template.
  3. Name the landing page and be sure it includes your open house or event name. Include "Landing Page" or "LP" at the beginning of the name to keep things organized. 
  4. Write a clear, action-oriented header at the top of the page.
  5. Add the form that was created in Step 6. 
  6. Create an inline thank you message that will be seen after someone submits the form. 
  7. Tag the landing page with the campaign name that you created in Step 1. This is found in the Options tab in the tool. 
  8. Publish the landing page if it follows the above steps.

Pro Tip

Test the landing page on the device you will be using at the event and confirm multiple submissions create individual contact records in HubSpot.
Need some help getting started?
Watch the Landing Page training videos!
Step 8: Segment your open house contacts
Learn how

To-do

  1. After the open house is over, navigate to the Lists tool
  2. At this point, you’ve imported a list of contacts and also converted other contacts by having attendees fill out a landing page at the open house. Segment these contacts so you can best follow up with their needs.
  3. Create a new list and name it after the open house. This will be a static list. 
  4. Add contacts to the list. The contacts could meet the criteria of filling out the open house form, orginally being imported, or other criteria you may have already identified. 
  5. Save the list to be saved for a follow-up email. 

Example

Pro Tip

Segment your open house contacts so you can best follow up with their needs.
Need some help getting started?
Watch the Lists training videos!
Step 9: Draft and send email as a follow-up to open house
Learn how

To-do

  1. Navigate to the Email tool
  2. Create a new email and keep the name of the email consistent with your campaign name and content offer. Include "Post-" in the name. 
  3. Determine the From Name and From Email Address (or the name the recipients will see). Make sure emails are sent from real people. Have it be from the same person as the post open house email.
  4. Tag the email with the campaign name that you created in Step 1. 
  5. Create your message subject - this will be the first thing your recipient sees, so make sure it grabs their attention and invites them in to read your email. Include "open house" or event name in the subject. 
  6. Create the email body. 
  7. Send a test email to review your email. Make any necessary changes. 
  8. When your email is complete, schedule when you want it sent. 
  9. Select the recipient list for the email. Use the list you created in Step 9.

Pro Tip

Use this as an opportunity to say thank you. Include a next step that the recipient can take. This can be a call-to-action (i.e. setup an appointment with admissions, apply now, etc).
Need some help getting started?
Watch the Email training videos!
Step 10: Analyze your open house success
Learn how

To-do

  1. Navigate to the Campaigns tool
  2. Open the campaign you created in Step 1. 
  3. Use the campaigns tool to determine if you reached your visit, contact, and customer open house goal.
  4. Analyze the campaign assets you created for the open house and how they preformed. 
  5. Way to go!!

Pro Tip

Makes notes in the Campaigns tool and to why or why not the open house campaign was successful. You can use this as future reference for later open houses or events.
Need some help getting started?
Search our knowledge base!
Finished this project? Schedule a call with your CSM to review!