Search students and Requalification students are two sub-categories of prospects.
The main difference between Search campaigns and Requalifications are how much you can assume a student knows about your institution.
Search campaigns are sent exclusively to prospects—typically names from purchased lists—as a ‘cold call’ outreach, where the assumption is you are making the initial point of introduction students in that campaign will have from your school. In other words, Search names are messaged as though they’ve never heard of your school.
Requalification campaigns, on the other hand, are sent to low-quality leads who have interacted with your school in the past, but from whom you lack enough information to launch a full inquiry fulfillment campaign. The intention behind Requalification campaigns is that you are improving/updating the information on record for students who are in you system, so that you can fulfill them accurately with the full extent of EMP’s personalized response systems.
A simple rule of thumb:
If the first time a student appears in your database is from a purchased list, it’s a Search name. If the first time a student appears in your database is through an interaction, but you don’t have enough information to launch an inquiry nurture campaign, it’s a Requal name.
The best way to control which students receive which campaigns is by using sources. Since Requal names lie in a hazy area between prospect and inquiry, you cannot simply assume that all prospects are search names—therefore, using source as an additional qualifier to stage can help keep track of which students should receive which campaigns.
We suggest using ‘Source Buckets‘—collections of lists dedicated to repeat uploads from the same Source—as a way to manage this. Creating a bucket for Search List Purchases allows you to collect all search names under one heading. Putting purchases from Zinch, Cappex, or High School visits (otherwise commonly considered Requal sources) allows you to bank all of your requal names.