1. Leverage CRM segmentation and predictive analytics to prioritize leads with the highest likelihood of conversion.
  2. Conduct ongoing data hygiene and enrichment to ensure leads are accurate, current, and usable.
  3. Execute SEO optimization for microsites/landing pages to capture organic traffic in addition to paid campaigns.
  4. Such as capturing website visitors who do not fill out an inquiry form
  5. Deploy content-driven inbound campaigns (guides, webinars, virtual info sessions) as lead magnets.
  6. Use real-time dashboards to track inquiries, applications, and cost-per-lead across campaigns.
  7. Provide weekly performance reviews with optimization recommendations.
  8. Conduct attribution modeling to better understand which channels are driving the highest-quality leads.
  9. Layer behavioral triggers into drip campaigns (e.g., clicks, page visits) for tailored follow-ups.
  10. Introduce progressive profiling on forms to gather more detailed student data over time without creating friction.
  11. Ensure marketing automation integration with CRM and contact center systems for seamless handoffs.
  12. Build campaigns with scalability in mind, so that successful pilots can expand across multiple programs.
  13. All marketing and lead generation services shall be delivered in accordance with the timelines, performance standards, and reporting requirements mutually agreed upon by Sway and Kentucky State University. Sway shall provide regular reports detailing campaign activity, results, and recommendations for optimization. Kentucky State University shall provide timely access to necessary data, systems, and institutional resources to enable successful execution of the services. Except as otherwise agreed in writing, Sway's obligations are limited to the scope of services expressly described in this section, and measurable outcomes shall be evaluated based on the delivery of agreed services and campaign activities.

II. Lead Lifeline Contact Center Services (Post-Lead Submission)

Sway shall provide Kentucky State University with comprehensive Lead Lifeline contact center services to ensure rapid response and effective management of prospective student inquiries. These services include immediate multi-channel outreach, lead qualification, and personalized engagement, all supported by trained agents operating as an extension of the institution. In addition, Sway will provide application guidance, CRM documentation of interactions, and robust reporting to ensure transparency and measurable outcomes. The services outlined below are designed to maximize contact rates, improve application completion, and strengthen the overall enrollment funnel.

A. Lead Response

  1. Sway shall initiate contact with each prospective student in a timely manner, consistent with industry best practices in order to prevent lead aging.
  2. Sway shall maintain agent availability on a 24 hours per day, 7 days per week, 365 days per year basis. Outbound calls shall be made within the times permitted by applicable federal and state laws.

B. Multi-Channel Outreach

  1. Sway shall conduct outreach to each lead using multiple communication channels, including telephone calls, text messaging, email, and voicemail drops.
  2. Outreach cadence shall be structured and tailored to the University's enrollment timelines as mutually agreed by the parties.