COMMUNICATION PLANS OVERVIEW Communication Plans Overview COLLEGE WIDE

COMMUNICATION PLANS OVERVIEW

Communication Plans Overview COLLEGE WIDE

CW Undecided Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • General Information regarding online courses, degree programs offered. • Links- technology, business, nursing, health care management, public service ASSOC TECH: Send when lead is created CERT LEVEL or AREA: send when lead is created LEVEL & NULL: send when lead is created UNDEC/NA: send when lead is created 2 - Credit for What You Know • Generous Time Limits on credit • Evaluation of Credit • Saving time and Money • Live Chat/Contact ASSOC TECH: Wait 2 Days, then send CERT LEVEL or AREA: wait 2 days, then send LEVEL & NULL: wait 2 days, then send UNDEC/NA: wait 2 days, then send 3 - How to Pay for Your Degree • Pay Less- lower tuition/available types of aid/aid evaluation • Pay as you go • Pay over time- payment plans ASSOC TECH: wait 4 days, then send CERT LEVEL or AREA: wait 4 days, then send LEVEL & NULL: wait 4 days, then send UNDEC/NA: wait 4 days, then send 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page ASSOC TECH: wait 10 days, then send CERT LEVEL or AREA: wait 10 days, then send LEVEL & NULL: wait 10 days then send NULL: Wait 10 days, then send UNDEC/NA: Wait 10 days, then send 5 - Secret to Success • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page ASSOC TECH: wait 7 days, then send CERT LEVEL or AREA: wait 7 days, then send LEVEL & NULL: wait 7 days, then send UNDEC/NA: wait 7 days, then send 6 - Graduate Story • Embedded “Excelsior College Student Experience” Video • Link to “hear from our grads” page ASSOC TECH: wait 7 days then send CERT LEVEL or AREA: wait 7 days, then send LEVEL & NULL: wait 7 days, then send UNDEC/NA: wait 7 days, then send

CW Undecided Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header stressing flexibility • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- develop problem solving and critical thinking skills, demand potential for these • Financially- increased salaries for degree holders, link to career center • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Video header- Military graduate, stressing flexibility and support • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

Communication Plans Overview SCHOOL OF BUSINESS & TECHNOLOGY

SBT ASSOC BUS Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Information on Business Degrees- core administrative and management skills • Links-catalog, program guide, benefits • Links- ASSOC Science in Business, ASSOC Science in Administrative and Management Studies o Send as soon as lead is created 2 - Credit for What You Know • Header- finished associates on transfer credit alone, continued on • Generous Time Limits on credit, transfer 57 of 60 required credits • Evaluation of Credit • Saving time and Money o Wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o Wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o Wait 10 days, then send this email 5 - Secret to Success • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o Wait 7 days, then send this email 6 - Graduate Story • Lisha Lewis, AAS Administrative and Management Studies Grad Overview (also Military) • Link to more grad videos o Wait 7 days, then send this email

SBT ASSOC BUS Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header stressing credit transfer, multiple degrees • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- develop business skills, demand, potential from an assoc degree, link to bachelors and masters programs • Financially- salary range for associate degree holders, $30 k-$74 k • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Header- based off grad story • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SBT BACH BUS Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Information on Business Degreesconcentrations available • Links-catalog, program guide, benefits • Links- General Business, Global Business, Accounting, CPA Track, Finance, HR, Information Systems, Marketing, Operations Management, Risk Management and Insurance AREA: send when lead is created LEVEL & AREA: send when lead is created 2 - Credit for What You Know • Video Header- stresses flexibility, disability, support • Generous Time Limits on credit, transfer 117 of 120 required credits • Evaluation of Credit • Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days then send this email 5 - Secret to Success • Video Header- stresses going back to school, flexibility, family/work life balance, support • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Embedded Video, Adrienne Mason, BS in Business, stressing flexiblity • Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email

SBT BACH BUS Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header stressing credit transfer, multiple degrees • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Video Header- The Excelsior College Experience • Professionally- develop business skills, demand, potential from a bachelors, link to masters programs • Financially- salary range for bachelors degree holders, $50 k-$90 k • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Header- stresses flexibility • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SBT BACH CYBER Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Information on Cybersecurity Degree- aligned with National Security Agency’s Cyber Operations • Links-catalog, program guide, benefits • Links- Bachelor’s Degree in Cybersecurity o Send email when lead is created 2 - Credit for What You Know • Generous Time Limits on credit, 10 years, and transfer 117 of 120 required credits • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Header- stresses collaboration • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Robert Norris, overview (vietnam vet and business owner) • Link to more grad videos o wait 7 days, then send this email

SBT BACH CYBER Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Header , stresses discovery • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- develop investigative and technical skills, demand very high cross industry, potential from a bachelors, link to masters programs • Financially- average salary for bachelors degree holders, $111, 529. 10 • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Video Header, “from start to finish, Excelsior is with you” Navy transfer credit. • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SBT BACH TECH Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Information on technology degrees, cutting edge fields • Links-catalog, program guide, benefits • Links- Bachelor’s Degree in Cybersecurity, Nuclear Technology, Renewable Energies Technology, Nanotechnology, Information Technology AREA: Send email when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • Video Header, stressed flexibility, credit transfer, credit by exam • Generous Time Limits on credit, 10 years, and transfer 117 of 120 required credits • Credit for Military Service/Training • Evaluation of Credit • Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email 5 - Secret to Success • Header- stresses recognition • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Janette Yglecias, BS Technology embedded video (navy, nuclear power school) • Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email

SBT BACH TECH Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Header , stresses support • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Header- stresses job promotion • Professionally-prepares you as an active contributor, demand very high cross industry, potential from a bachelors, link to masters programs , dual degrees • Financially- salary range for bachelors degree holders, $72, 560 -$102, 190 • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SBT MBA Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • MBA with no GRE, GMAT, or Letters of Ref required • Links-catalog, program guide, benefits • Links- MBA, MCM, MHC, Masters in Human Performance Technology, Human Resource Management, Leadership, Social Media Management, Technology Management AREA: send when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • Ability to use undergrad to waive 5 foundation courses • Generous Time Limits on credit, 10 years, and transfer 24 or 48 required credits • Credit for Military Service/Training • Evaluation of Credit • Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email 5 - Secret to Success • Header- stresses support • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Tom Chase, MBA embedded video • Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email

SBT MBA Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Header , stresses online flexibility, accreditation • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Header- stresses increased workplace productivity • Greater Career Advantage and More Opportunities to lead • Financially- earn 25% more than an individual with a bachelors • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SBT MSCY Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Information on Cybersecurity Degree- aligned with National Security Agency’s Cyber Operations • Links-catalog, program guide, benefits • Links- Masters in Cybersecurity o Send email when lead is created 2 - Credit for What You Know • If qualify for maximum transfer credit, 1 course per term in one year to finish degree • Generous Time Limits on credit, 10 years • Credit for Military Service/Training • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Header- stresses collaboration • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Robert Norris, overview (vietnam vet and business owner) • Link to more grad videos o wait 7 days, then send this email

SBT MSCY Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Header , stresses discovery • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- develop investigative and technical skills • Greater Career Advantage, More Opportunities to Lead • Financially- earn average salary of $111, 529. 10 and can be executives making over $142, 000 • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SBT MSM Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Masters in Science Management with no GRS, GMAT, or Letters of Reccomendation • Links-catalog, program guide, benefits • Links- Masters of Science in Management o Send email when lead is created 2 - Credit for What You Know • Generous Time Limits on credit, 10 years • Transfer 15 of 30 required credits • Credit for Military Service/Training • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Header- stresses support • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Tony Lee, Associate’s, Bachelor’s and Masters overview • Link to more grad videos o wait 7 days, then send this email

SBT MSM Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Header , stresses online and accreditation • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- help you be a leader • Greater Career Advantage, More Opportunities to Lead • Financially- earn 25% more than someone with a bachelors degree • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

Communication Plans Overview SCHOOL OF HEALTH SCIENCES

SHS BACH Communication Plan- Set Emails Email Content Summary 1 - Knowledge is Power • Logic • • People passionate about helping others, develops critical thinking skills Links-catalog, program guide, benefits Links-End of Life Care, Gerentology, Health and Wellness, Health Education, Health Care Management, Public Health AREA: Send email when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • • Can transfer in up to 90 credits Credit for licenses and certifications Evaluation of Credit Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation Pay as you go Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories Get Answers- contact us, link to enrollment page Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email • • 4 - 3 Ways to Change Your Life Today • • • 5 - Secret to Success • • Header- stresses professionalism Excelsior as a partner Leverages graduate video content Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Alfreda Adams, BS Health Sciences, embedded video Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email •

SHS BACH Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- enhances your current career, opens new doors • Demand- rapidly growing field • Financially- average salary range of $42, 690 to $66, 790 • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Header- stresses more options • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SHS MSHS Communication Plan- Set Emails Email Content Summary 1 - Knowledge is Power • Logic • • NO GRE or Letters of Recommendation required Links-catalog, program guide, benefits Links- Masters of Health Sciences, Public Health, Informatics, Health Professions Education, faculty, transfer credit AREA: Send email when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • • • No time limits Transfer up to 18 credits Credit for licenses and certifications Evaluation of Credit Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation Pay as you go Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories Get Answers- contact us, link to enrollment page Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email • • 4 - 3 Ways to Change Your Life Today • • • 5 - Secret to Success • • Header- stresses professionalism Excelsior as a partner Leverages graduate video content Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Alfreda Adams, Health Sciences Graduate, embedded video Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email •

SHS MSHS Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- makes you an expert • Demand- rapidly growing field • Potential- help to get you promoted • Financially- median salary for managers annually- $90, 940 • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Header- stresses more options • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

Communication Plans Overview SCHOOL OF LIBERAL ARTS

SLA ASSOC Communication Plan- Set Emails Email Content Summary 1 - Knowledge is Power • • • 2 - Credit for What You Know • • 3 - How to Pay for Your Degree • • • 4 - 3 Ways to Change Your Life Today • • • Logic Provides a foundation in communication and critical thinking Links-catalog, program guide, benefits Links-Associates in Liberal Arts, Human Services o Send email when lead is created No time limits Can transfer up to 90% of credits needed to graduate Evaluation of Credit Saving time and Money o wait 2 days, then send this email Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation Pay as you go Pay over time- payment plans o wait 4 days, then send this email Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories Get Answers- contact us, link to enrollment page Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • • Header- stresses work/family life balance Excelsior as a partner Leverages graduate video content Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Stormery Gillens, AS Liberal Arts, embedded video Link to more grad videos o wait 7 days, then send this email •

SLA ASSOC Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Professionally- hones critical thinking and communication skills • Potential- many leaders start with liberal arts degrees, ex JFK • Financially- Associate Degree holders earn $593, 000 more in salary than those with a HS Diploma • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Header- stresses appreciation • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SLA BACH Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Information on degree, foundation in communication and critical thinking • Links: Catalog, Program Guide, Benefits • Links: Environmental Studies, Biology, Psychology, Sociology, Human Services, Cultural Studies, History o Send email when lead is created 2 - Credit for What You Know • Video Header- transfer credit • No time limit on credit • Transfer up to 90% of credit required • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Header- stresses collaboration • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Nancy Soon, BS in Liberal Arts, embedded video • Link to more grad videos o wait 7 days, then send this email

SLA BACH Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header, stresses flexibility • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Video Header, stresses self-confidence • Professionally- hones critical thinking and communication skills • Potential- many leaders start with liberal arts degrees, ex JFK • Financially- Bachelors Degrees average salary range- $64, 400 to $79, 000 • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this Military & Veterans • Video Header- stresses flexible schedule • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SLA MALS Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Personalized Masters Program, no GRE or Letters of Recommendation needed. Information on Capstone • Links: Catalog, Program Guide, Benefits • Links: MALS page, faculty, credit transfer, career center AREA: Send email when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • Video Header- transfer credit • No time limit on credit • Transfer up to 90% of credit required • Evaluation of Credit • Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email 5 - Secret to Success • Header- stresses support • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Kathryn Elder, MALS, embedded Video • Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email

SLA MALS Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header, stresses diversity • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Header- stresses career opportunities • Greater Career Advantage- those that require a Masters grow the fastest • Greater Self Confidence • Financially- Earn 25% morethan those who hold Bachelors Degrees • Career Center Link • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Video Header- stresses flexible schedule • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

Communication Plans Overview SCHOOL OF NURSING

SON ADN Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Self Study exams, online resources, expert faculty • Links: Catalog, Program Guide, Benefits • Links: Nursing AS/AAS o Send email when lead is created 2 - Credit for What You Know • Generous time limit on credit transfer • Can transfer towards the General Education Component • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Header- stresses professionalism • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Patricia Palmietto, AS in Nursing embedded video • Link to more grad videos o wait 7 days, then send this email

SON ADN Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Demand- can work anywhere from small clinic to large hospital • Important preparation for bachelors, and masters programs (links) • Financially- entry level nurses with degree, earn an average of $53, 000 • Career Center Link • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SON BSN Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Self Study exams, online resources, expert faculty • Links: Catalog, Program Guide, Benefits • Links: Nursing Degree, RN to BS AREA: Send email when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • Generous time limit on credit transfer • Can transfer towards the General Education Component, eligible for 30 semesters of nursing credit for validated prior learning if passed NCLEX-RN, can earn elective credit for Nursing certifications • Evaluation of Credit • Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email 5 - Secret to Success • Video Header- stresses professionalism • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Doris Willians, AS, BS, MS in Nursing embedded video • Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email

SON BSN Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Demand- can work anywhere from small clinic to large hospital • Bachelors prepares you to step into a leadership role, and a masters program (link) • Financially- salary range $57, 941 to $80, 592 • Career Center Link • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SON MSN Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Program Augments critical and clinical thinking skills • Links: Catalog, Program Guide, Benefits • Links: Nursing Education, Leadership and Administration of Health Care Systems, Informatics, RN to MS of Nursing AREA: Send email when lead is created LEVEL & AREA: send email when lead is created 2 - Credit for What You Know • Past experience and previous coursework, up to 5 years past is eligible for up to 16 credits • Evaluation of Credit • Saving time and Money AREA: wait 2 days, then send this email LEVEL & AREA: wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans AREA: wait 4 days, then send this email LEVEL & AREA: wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page AREA: wait 10 days, then send this email LEVEL & AREA: wait 10 days, then send this email 5 - Secret to Success • Video Header- stresses professionalism • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email 6 - Graduate Story • Grad Story- Brian and Brandon Pervis, brothers, MSN in Nursing, embedded video • Link to more grad videos AREA: wait 7 days, then send this email LEVEL & AREA: wait 7 days, then send this email

SON MSN Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Demand- can work anywhere from small clinic to large hospital • Bachelors prepares you to step into a leadership role, and a masters program (link) • Financially- salary range $57, 941 to $80, 592 • Career Center Link • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

Communication Plans Overview SCHOOL OF PUBLIC SERVICE

SPS BACH CJ Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • Foundation in latest investigative theories and techniques • Links: Catalog, Program Guide, Benefits • Links: Law Enforcement Public Safety, Investigative Forensics, Administration of Criminal Justice, Homeland Security o Send email when lead is created 2 - Credit for What You Know • No time limits on transfer of credits • Can transfer 117 or required 120 credits required • Credit for military training/professional certifications • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Video Header- stresses benefits of an online classroom • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Paul Tapia, BS in Criminal Justice embedded video • Link to more grad videos o wait 7 days, then send this email

SPS BACH CJ Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header- stressed acceptance of a diverse student population • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Experts are needed in all fields • Bachelors affords you better job, higher salary, opportunities for promotion. Important prep for Masters degree • Financially- average salary, $24, 865 for administrative and $142, 965 for executive roles • Career Center Link • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this email Military & Veterans • Video Header- stressed flexible with military schedule • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email

SPS MSCJ Communication Plan- Set Emails Email Content Summary Logic 1 - Knowledge is Power • No GRE, GMAT, or Letters of Recommendation required • Links: Catalog, Program Guide, Benefits • Links: MSCJ Concentration in Homeland Security and Emergency Management o Send email when lead is created 2 - Credit for What You Know • No time limits on transfer of credits • Can transfer 15 or the required 30 credits • Credit for military training/professional certifications • Evaluation of Credit • Saving time and Money o wait 2 days, then send this email 3 - How to Pay for Your Degree • Pay Less- lower tuition, No Enrollment Fee, partner discounts, types of aid, aid evaluation • Pay as you go • Pay over time- payment plans o wait 4 days, then send this email 4 - 3 Ways to Change Your Life Today • Get Informed, links- course demos, tuition estimator, support systems, career resources, graduates stories • Get Answers- contact us, link to enrollment page • Get Started- link to application, admissions page o wait 10 days, then send this email 5 - Secret to Success • Video Header- stresses benefits of an online classroom • Excelsior as a partner • Leverages graduate video content • Links to About us Landing Page o wait 7 days then send this email 6 - Graduate Story • Grad Story- Paul Tapia, Criminal Justice embedded video • Link to more grad videos o wait 7 days, then send this email

SPS MSCJ Communication Plan- Trigger Emails Email Content Summary Trigger 4 Reasons to Choose Excelsior • Video Header- stressed acceptance of a diverse student population • Transfer Credit Overview and link • Credit by Exam Overview and link • Personal Attention bullet list of how Excelsior is the students partner • Start anytime- verbiage on courses starting 6 times annually. o. If clicks on Why Choose Excelsior Link in Knowledge is power email, wait 10 days then send this email Benefits of a Degree • Greater Career Advantage- Needed cross industry • More Opportunities to Lead • Financially- average salary, $31, 065 for probation and paralegal professions to $150, 00 for executive level • Career Center Link • Questions- contact us o. If clicks on Benefits in Knowledge is power, wait 8 days then send this Military & Veterans • Video Header- stressed flexible with military schedule • Experience as credit, links to transfer credit • Making most of benefits- post 9/11 GI Bill • Unique support for military and veterans, link to military & veterans center • Credentials- Excelsior’s Accolades o. If clicks on Military and Veteran Link in Knowledge is Power, wait 6 days then send this email Partner Discounts • Up to 15% savings on tuition, 30% on fees • Links of current partners • Community College Partners Video • Corporate Partners Video • Contact Us o. If clicks on special partner discounts link in How to Pay for your Degree, wait 1 day then send this email