Success Story: Enhancing Member Engagement with Marketing Cloud Personalization

Introduction 

In today’s digital age, personalization is key to engaging and retaining members. A prominent labor union representing a large number of educators in a major metropolitan public school system recognized this need and partnered with Perficient to implement a scalable Salesforce Marketing Cloud Personalization solution. This collaboration aimed to drive member engagement, increase portal adoption, and improve navigation for its members. 

About the Union 

This union represents a substantial number of teachers, classroom paraprofessionals, and various other school-based titles, including school secretaries, school counselors, and occupational and physical therapists. Additionally, the union represents family childcare providers, nurses, and employees at various private educational institutions and some charter schools. The union also has a significant number of retired members. 

The union’s central headquarters is located in a major city, with additional offices to assist members with certification, licensing, salaries, grievances, and pensions. Founded in the 1960s, the union is part of a larger national federation of teachers, a state-wide teachers’ organization, and is affiliated with major labor councils. 

The Challenge 

The union faced the challenge of effectively engaging its members and ensuring they were aware of the benefits and resources available to them. The goal was to create a more personalized and user-friendly experience on their member portal, which would lead to higher engagement and satisfaction. 

The Solution 

Perficient stepped in to provide a comprehensive solution that included: 

Scalable Marketing Cloud Personalization Foundation: Establishing a robust foundation for ongoing personalization efforts. 

High-Value Use Cases: Implementing three high-value use cases focused on educating site visitors about the benefits available through the union and the resources on the Member Hub. 

Knowledge Transfer Sessions: Enabling the union team to create additional personalization campaigns through detailed knowledge transfer sessions. 

What is Marketing Cloud Personalization? 

Marketing Cloud Personalization provides real-time, scalable, cross-channel personalization and AI to complement Marketing Cloud Engagement’s robust customer data, audience segmentation, and engagement platform. It uses tailored interactions with customers and prospects to increase loyalty, engagement, and conversions, delivering more relevant experiences across the customer journey. 

Unified Profiles 

Personalization helps understand each visitor by building a centralized individual profile from different data sources. This profile includes preferences and affinities, providing a visual representation of all data about a single visitor. This information helps decide how and when to best interact with them on their preferred channels. Profiles can also be rolled up to the account level to view relationships among visitor behaviors associated with the same account. 

The Results 

Through the personalized website experiences, the union saw a significant increase in member engagement, portal adoption, and website conversions. The scalable personalization foundation allowed them to continuously optimize and expand their targeted campaigns, ensuring ongoing improvements and relevance. 

The union’s Marketing Director praised the consultancy’s exceptional work, stating: 

“Perficient is one of the strongest partners I have ever worked with on strategy and implementation. The team was amazing from start to finish. Our product is live and running. I immediately secured the team to continue working on other projects so we wouldn’t lose these great resources.” 

This seamless partnership and effective personalization solution enabled the union to better serve its members and achieve its key engagement objectives. By leveraging Marketing Cloud Personalization, the union not only enhanced the user experience but also empowered its team to sustain and grow these efforts independently. 

The partnership between the union and Perficient showcases the power of personalized digital experiences in driving member engagement and satisfaction.  

About Our Salesforce Team

We are a Salesforce Summit Partner with more than two decades of experience delivering digital solutions in the manufacturing, automotive, healthcare, financial services, and high-tech industries. Our team has deep expertise in all Salesforce Clouds and products, artificial intelligence, DevOps, and specialized domains to help you reap the benefits of implementing Salesforce solutions.  

Want to learn more? Schedule some time with us  to explore Marketing Cloud Personalization! 

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