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New Modern Campus Tool Offers Personalized Web Experiences

Learner engagement technology provider Modern Campus has launched Instinct, a new personalization engine within its Omni CMS web content management system that enables colleges and universities to engage learners with digital experiences that are designed for their individual interests and needs. Using data from the student information system or constituent relationship management system, institutions can build personalized web content for specific groups such as new students, alumni or other target audiences.

For example, according to the company, capabilities of Instinct for Omni CMS include:

  • Displaying information on specific programs based on a prospective student's prior visitor behavior;
  • Displaying enrollment deadlines for a prospective student's program of interest;
  • Forwarding website visitors to in-state, near-state or out-of-state tuition pages based on geolocation;
  • Displaying a "call-to-action" for a first-year student to join a club after multiple visits to its webpage; and
  • Suggesting education programs or micro-credential opportunities for alumni based on their location and interests.

"The launch of Instinct from Modern Campus is a transformational moment in higher education marketing and digital engagement. Having the ability to use known user and unknown user personalization tactics to comfort and confirm to prospective students and their parents that they're on the right path — that they have something more to investigate on your website — is everything," said Stephanie Geyer, director of digital strategy and innovation at the University of Montana, in a statement. "For years now, schools have been chasing the ability to reach into the mind of website visitors and say, 'Hey, we got you. We know what you're looking for and we want to connect you with our great resources because we think you fit here.' This is a marketer's dream — I'm over the moon about it."

"Personalization is how colleges and universities create loyalty for their institutional brand, and boost enrollment and retention. It's how they build tight-knit communities that attract students to their campus and keep them there," said Reuben Pressman, chief product officer at Modern Campus. "Instinct by Modern Campus enables higher education institutions to get in front of their students and deliver the right content at the right time to propel engagement."

Modern Campus said it plans to incorporate Instinct into other areas of its engagement platform in the coming year. For more information, visit the company website.

About the Author

Rhea Kelly is editor in chief for Campus Technology, THE Journal, and Spaces4Learning. She can be reached at [email protected].

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