RHB’s Senior Integration Consultant Megan Miller brings together her Slate expertise and experience as a university communications director to drop some great advice about using Deliver to make sending personalized, streamlined communications that are well received—and about making the process smoother for your whole team. As she says, “The fundamental truth is that we can’t just be heard. We need our audience to be eager to listen. So the good news is, between Slate’s capabilities and our unique perspectives on our audience, we can rise above the noise.” Read on for tips on making the best use of your communications so those calls to action get answered (or, you can watch below).

 

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Transcript:

Hello Slate community! 

I’m really excited to talk with you today about my favorite thing about Slate. Now there are a lot of things I love about it, but at the top of my list is Deliver because of the ways we can use it to take our communications to the next level. So my hope is that at the end of this, you’ll have a clearer picture of what Deliver can do and also how you can unlock some of its power to create messages that are timely, relevant, personalized, and—most importantly—manageable. 

My name is Megan Miller, and I serve as a Senior Integration Consultant for RHB, where I have the amazing opportunity to partner with institutions in their implementation and optimization of Slate’s technology. Prior to that, I spent many years as a university communications director, so I know first-hand the challenges that schools face when it comes to being tasked with doing more with less, which we all know is not just a cliché, when it comes to our marketing efforts. 

And we are sure being asked to do a lot, especially these days, aren’t we? My goodness, our communications strategies sure are getting extra attention in this world where so many of our traditional recruitment tactics have had their legs knocked out from under them. And so at this moment, it’s really important to ensure that we have confidence in our knowledge of our CRM technology as well as what we do with that knowledge and understanding. 

So today we’ll talk about all that. We’re going to cover how we plan our messaging strategy, and we’ll examine how we can build our communications to be effective, personal and user-friendly for our teams. We’ll also explore best practices for organizing and maintaining our messages, and we’ll take a moment to note where we need to exercise caution as we launch our campaigns. So let’s jump into it.

I think it’s really important to start by examining the current landscape we face in the twenty-first century. This is an e-commerce world, and it doesn’t just dominate our credit card statements and front porches, but it also has permeated all our expectations for marketing. We expect to receive communications that are relevant to us; we have been conditioned to anticipate that messages we receive are going to align with our interests. Take a quick glance at your Gmail promotions tab. Look at the ads you’re served up on your Instagram feed. What we care about is front and center, and these marketing strategies are driven by the consumer data that we provide. 

To which we can quickly say, “Yeah, well, I’m not an e-commerce business though.” Cool, but in case you haven’t noticed, there isn’t a separate tab in your email called “Communications from Universities.” We may not be e-commerce, but ya’ll, we’re competing for eyeballs and hearts and minds with the biggest corporations in the world. Add in that our content changes rapidly as we add in new programs and change deadlines and update application requirements and introduce new events and maybe occasionally have a few personnel changes, and all of a sudden, the task feels pretty daunting, especially when we take stock of the resources we have available. It’s a lot to take in. 

The fundamental truth is that we can’t just be heard. We need our audience to be eager to listen. So the good news is, between Slate’s capabilities and our unique perspectives on our audience, we can rise above the noise.

So how do we do it? I’m going to shock approximately zero of you by saying that this starts with solid planning. Let’s go through what we should be considering as we prepare to build a communications plan that’ll knock the socks off of our prospective students.

First of all, we’ve got to know our audience. This manifests in a few ways. We of course need to carefully think through how we identify who we’re targeting, as this will build the rules that define our populations. But beyond that, what do we actually know about our audience? 

Take a look at your prospect pool—what are the data points that you consistently have for these targets? Don’t build your personalization strategy around data points that are blank or incomplete for the majority of your students. Don’t develop a campaign highlighting extracurricular activities on campus if only 16% of your audience has data populated on this field. Make sure you know what you know about your audience. 

But beyond this, make sure you know what this population’s journey looks like. This means, first of all, you need to frontload your campaigns. My friend Kris Hardy over at Messiah University has done quite a bit of research on prospect engagement, and he’s noted that engagement with campaigns is consistently highest in those first two weeks after a student inquires. Work this. Feed them while they’re hungry. 

Also understand the average conversion timeline. I am honestly not a big fan of long, 200-day drip campaigns for high school seniors, because when you do the math, even if they enter that campaign on August 1 right at the start of that new recruitment cycle, they won’t complete it until mid-February, which for a lot of you all is after your application deadline. So let’s make sure that the cadence makes sense for that audience.

Don’t just rely on one communication channel. You all know that print isn’t dead, it just needs to be used strategically, and I don’t have to remind you of the power of social media marketing for not just Gen Z, but basically for every single human being on this planet. We’re well aware of how effective a well-timed text can be. So think through the various ways that you’ll reach your audience in a targeted and personalized way, and then know what you want them to do when you do reach them. What is your call to action, and more importantly, how can you measure it to make sure it’s working? Identify the tangible, clear metrics that will tell you where you’re succeeding and where you need to tweak what you’ve built.

Once you have a foundational understanding, it’s time to plan and examine your content. You know what your CTAs are, so it’s time to think about what your message that surrounds and supports this CTA says. You also now understand what data points are best to utilize in your campaigns, so carefully articulate how your message will differ based upon the ways you segment your audience. 

And make sure you’re being future-oriented here. There is no such thing as truly evergreen content. Things change, and it is incredibly embarrassing to realize that you’ve been running a message for MONTHS that has outdated or irrelevant content. Don’t let this happen to you! Account for this from the beginning.

And then, pull it all together. Whenever I have a call with a client introducing them to Slate communications, I will invariably start talking about how incredibly important folder structure for their emails is. There are probably a few of these clients out there checking this out, and they’ll back me up on that. There are two reasons for this: First, it will help you better organize your marketing reports and queries. But second, and probably more importantly, Slate’s campaign user interface in Deliver has some opportunities for improvement. 

And let me clearly say again that I love Technolutions, but there are some challenges with how messages display in there, especially if you reference a population more than once in the filter for a recipient list, and so I find it much more useful to optimize Deliver’s folder structure to manage campaigns. Usually I’ll recommend that clients identify the various types of communications they’re running out of Deliver and make those top-level folders, so what we’ll end up with is folders for Drip Marketing, Event Marketing, Application Messaging, et cetera, et cetera. And then, I advocate for using the subfolders for the specific populations that they’ll have for each communications type, so under Drip Marketing you’ll see folders for Senior Inquiries, Junior Prospects, Transfer Applicants, First Year Admits, et cetera. When you combine this with effective naming techniques for your messages—for instance, I like to start the name of each message with the number that it is in the sequence of messages—you’re able to get a cohesive view of each campaign that doesn’t have some of those quirks that the campaign view does.

Make sure you’re also building your populations strategically. Getting too granular is not going to serve you well; remember that you can always add additional filters to a message if you need to. And there are also a lot of tools—some that we’ll even discuss in a few minutes—that Slate offers to allow you to be more specific in your messaging without relying on highly nuanced definitions for your population rules. To be more direct, I can’t think of a single reason to build separate communications populations based upon intended major, even though that is exactly the example that you’ll find in the Slate Knowledge Base article about drip marketing. Keep your populations broad enough that you don’t end up having dozens to manage.

And finally, from the beginning, get in the habit of documenting and indexing what you’re building. Pull your content together, make sure you tag and organize it, and start noting how you’re using these and what kind of update schedule you’ll need to be on. This will be a huge aid to you as you get into the full-scale build mode.

Then, we do build. As we get these very organized ideas fleshed out into real live messages, we want to have two primary goals in mind. First, we want be provide our audience with the information they want. That seems pretty self-evident. But second, we want to do this without creating a massive conglomeration of emails to maintain for every academic major and student type and citizenship status and extracurricular interest and geographic region and everything else. So this brings us to the portion of my presentation where I very passionately say, “Stop building so many emails!” You all deserve better.

We’ve got a few great tools at our disposal for this. They’re all important and they all serve their purpose. So we’ll walk through each of them, including our query export configuration, translation codes, mailing snippets and Liquid markup. This is where things get really fun for me, so buckle up.

Let’s start by talking about how we configure our recipient list. Great communications start with great queries, and there are a lot of opportunities within our query exports that we can use to our benefit if we think creatively. So think through what those key data points are that you’ll be using in your message, and then get to it. 

First in your lineup is existence exports. Existence exports are a way to return a binary value for each record based upon parameters you define on that export filter itself. It’s a really useful way to merge conditional data points into your communications, and it becomes especially helpful when you’re working in Liquid markup, which we’ll talk more about in a few minutes.

Also think about the ways that you can utilize export formulas within your messages. It’s important to note here that “formula” does not mean “math.” Instead, formulas are a way to simplify your data into what you need. Sometimes, that may be a calculation, sure, but formulas are also great for concatenating prompts, coalescing data points or reformatting a field value so that it makes sense to the reader. 

If you’re using prompt values to help frame your message, your prompt metadata is also super, super useful, so I’d encourage you to think beyond what you can just straight-up merge into a message. For instance, your prompt categories can become the values to match against mailing snippets, which are one of the other tools we’ll talk about in a few, while index values can be useful in shortening your Liquid markup statements.

And when those prompt values don’t quite get you across the finish line, you can turn to translation codes, which are a way to radically transform how you configure your content. You can think of translation codes as Slate’s version of Microsoft Word’s “find-and-replace tool.” A translation code will look at the value you’re pointing it at, and then it will return a new value that you’ve specified. This is a way to take complex email content and transform it into a simple output for any data point captured in Slate. Translation codes live in the database under Automations, and when you build a new translation key, you’re able to attach up to five values per option. In real life, it looks something like this.

This is an extremely redacted example of part of a translation code that I developed for a client to power their Search campaign. In this case, I was building out an email that was centered around intended major and signed by a faculty member, and so I created a key to reference that intended major’s prompt value on the student’s record. From there, I configured the translation code to return five export values: the value for a mailing snippet, which I will talk about next; the subject line; the preheader text; the sender name; and the sender email address. Then, when I configured that recipient list, I made intended major an export five times in the query, but for each iteration of that, I told Slate to export one of those translation values instead. Now when you’re setting that up in your query, make sure you’re renaming those exports so that it’s really clear what each one is used for.

So, then, when building the message, I was able to take those new values and use them to populate not just the email body, but also the subject line, the preheader, the sender display name, and the sender email address that displayed. This allows for a single message that will be quite different depending on the academic information this client has for a given student. And the end result will end up looking something like this.

In my inbox, the email shows as being from a specific faculty member, and I can see that unique subject line and preheader. And when Brandon here opens up this email, the content has been customized based upon the division that houses his intended major. So this is a huge efficiency win, not just in terms of building and maintaining this message, but also down the line when you think about the implications for reporting. Because these messages about academic major have been consolidated into one email, it is much easier to report on how your campaign is actually performing, versus having to aggregate information from a large number of emails saying the same thing in slightly different ways.

Now, when you’re using translation codes, there are a few things to keep in mind. First of all, you can assign a default value to a translation key, which will then populate if the field you’re referencing is null or doesn’t have a match within the key. For some messages, you’ll want to configure this default value, as it can help protect you from any oversights you might have made when you were setting your key up.

Additionally, while translation keys are pretty frequently used to match against discrete values in your database (we call these keys “strings”), translation codes can also match against numerical ranges and date or time ranges, so this means you could use a translation key to insert the next application deadline for a graduate program based upon, say, the date that the email was sent, or you could pull in location-based messaging based upon where a student’s ZIP code falls within an integer range. Don’t limit yourself to just the values that exist in a field.

Translation codes are not a silver bullet, though. They do require some upkeep, especially when you consider the fact that each value can have up to five export values in return. So it’s really important, therefore, to be sure that you have a plan for how you’ll keep track of what lives in each translation key—and don’t worry, I’ll offer some tips on that a little further into this session. The good news is that Slate has a source format for translation codes, so when you need to build or update them, it’s as easy as uploading an Excel spreadsheet.

One other note is that translation codes are interpreted as plain text by Slate. You can’t format the text within those export values; they’ll inherit whatever the HTML is around them. But you can’t hyperlink or bold an individual word within that output, so if you’re looking for an option that’s more highly formattable, I’d recommend you turn to mailing snippets. 

Before we get any further here, I do want to start by noting that last year at a training session, a member of the Technolutions staff publicly named me “Slate’s Chief Mailing Snippet Evangelist,” which was really one of the proudest moments of my life because I. Love. Mailing. Snippets. Enough said about that. Let’s get into this. 

Mailing snippets are actually a lot like translation codes, in that they’re basically a find-and-replace tool that inserts customized content based upon the data points that have been selected, but instead of plain text, you’re merging in a full HTML block instead. They can be used in portals and decision letters as well, so they’re pretty versatile when it comes to public-facing content. 

You’re going to find mailing snippets in Deliver, and like a translation code, you’ll build your key and identify the value you’re matching against. From there, you’re able to build your snippet within the WYSIWYG editor or the HTML source itself. You can insert images, formatted text, hyperlinks, buttons, you name it. You can see what that ends up looking like on the examples on the screen. The snippet will inherit the HTML and CSS properties of what surrounds it, so if you have solid email templates you don’t have to dig too far into defining font families or other span styles when you’re building the snippets out.

And here’s what it looks like as we plug it in. So these are both messages that I built out as part of clients’ campaigns. The one on the left is from a Sophomore Search campaign, and it’s segmented based on geographical region, and the one on the right is part of an undergraduate lead nurturing comms flow that centers on academics. What you can see is that, unlike a translation code, with a mailing snippet we’re telling Slate to transform the data value once we merge it into the message. We do that by adding a pipe to the merge field and then noting the snippet key that should be referenced.

And here’s the end results. The messages are tailored to the recipient, with unique copy, CTAs, and images, but there’s only one email upon which all of these variables can be projected. What I particularly appreciate is that the content is really easy to maintain; when you need to update something in the message, you can just pop into the snippet itself and make your edits without having to stop or restart the actual mailing, and you have one centralized place to make all of those updates, rather than weeding through a large number of messages.

This makes mailing snippets really versatile, but there are a few places that are great place to start if you’re wanting to just dip your toes into dynamic content. They’re a really great option, for instance, for seasonal imagery, as we can use date ranges to define the value, so your beauty shots of the campus quad can vary by season based upon the date that the email is sent. Similarly, you can think about using them for regional imagery. When I was at a university in Seattle, I used more of the iconic Seattle skyline shots for my hero images when emailing out-of-state students, while those from our region got headers with landmarks that were more familiar to locals. 

Snippets can also be used for a signatures for a student’s assigned staff, where you could include a headshot, a link to a bio page on your website or otherwise customize content to make it unique. They’re really great for things like academic overviews or departmental faculty profiles that refer back to a student’s program of interest. And additionally, because they’re really easy to update, they can be a really fantastic way to cycle content that you’ve been developing. So say a new alumni profile is created or a new video is produced, you can then update that content snippet without ever stopping your message, making the management of the message flow a lot more seamlessly.

Now I will warn you to keep a few things in mind as you start working with mailing snippets. First of all, note that there are some special characters that won’t play very nicely with the snippet values; for instance, you can’t have ampersands in the value that the snippet matches against. There are definitely ways to navigate around this, but it’s good to be aware of that. Second, think about opportunities you can explore to consolidate your keys. If your drip campaign is referring to different profile points depending on the mailing, you might consider creating one key for the entire campaign instead of one key per mailing. 

You’ll need to work around your merge fields as well, as you can’t insert merge fields into the snippet itself. So if your academics message is segmented by department, for instance, you won’t be able to merge the name of a student’s specific major into that snippet. Now, again, it’s not insurmountable, and I haven’t ever encountered a situation where this ultimately kept me from being able to develop the level of personalization I was going for, but at times it can require some creative solutions. 

Along the same lines, mailing snippets cannot incorporate conditional logic. The content that you create in a snippet will display the same for all records with that specific data point.

Since we’re talking about conditionally displaying content, it seems like a good time to discuss Liquid markup. Liquid markup is another one of my favorite Slate features, because it provides the user with an incredible amount of versatility in their messaging. When we’re working with Liquid markup, we’re generally going to want to do it right within the HTML source for the message, as that will help us stay within the bounds of any formatting tags that exist in the source, and so you can see a little example of what the syntax looks like on this screenshot here.

Like I said, Liquid markup enables us to display certain messaging elements based upon whether a record’s data points meet defined parameters, and therefore we’re able to whittle that message down to what’s precisely relevant. But we can go beyond the simple “if/else” logic here. In a few minutes, for instance, I’m going to talk about Liquid looping, where we can end up returning a series of data rows based upon the certain conditions that are being met.

When we’re looking at using Liquid markup, existence exports can again become really, really helpful, because they can simplify the conditions that live in the statement. If you have a section of a message that you want to show only if a record has X, Y and Z data points, you can define that in an existence export and have it return a binary value of “yes” or “no,” and then have your Liquid markup statement match against that “yes” value, instead of using a sequence of statements to identify who should see that content.

A lot of you know that there’s also a conditional logic builder that lives right within the email WYSIWYG editor; by the way, WYSIWIG is an acronym for “What You See Is What You Get” and it refers to that basic formatting palette that’s available on the front end when designing an email, so that’s your fun fact for the day. Yes, that conditional logic function exists, and it’s…  fine, but I really advise those who are building communications not to rely on that. It allows for up to three conditions, but it can’t accommodate “or” statements or “else” statements, and to be honest, it can often format things in a weird way. So while it can be useful in specific situations, it’s going to be a much better use of your time to get comfortable with some foundational Liquid markup to get your job done.

So with all this in mind, it’s good to know what the best use cases are for each tool. I personally recommend using translation codes for data points that have many possible outcomes but a fairly simple output. Think of things like subject lines, the start date for an entry term, the URL for a downloadable asset, or a sender email address. 

Meanwhile, use mailing snippets for those larger content or visual blocks that require HTML formatting. That would be things like faculty profiles, signature blocks, text with a call-to-action button, or dynamic email footers. 

And Liquid markup will be best for data configurations with a limited number of possible outcomes; for instance, statements based on whether a student has or has not previously visited campus, or a paragraph that differs based on whether a student has or has not received a scholarship, or maybe text that changes based on the student’s citizenship status.

Or if you want to have some real fun, go ahead and use them all together. This is actually a visual map of a decision letter that I consolidated for a client a few months back. It was incredibly complicated, and as you can see, I ended up creating a template that uses translation codes to drive the snippet values, which display conditionally based upon Liquid markup statements. If you’re looking for a fun way to pass the time, I would really recommend a project like consolidating all of your graduate and undergraduate admission letters into one template, because it will definitely keep you busy.

If that’s not enough excitement for you, you can always try out some next-level hacks as well. You can do fun things like, say, use translation code values to serve as the values for your mailing snippets or your Liquid markup statements. This can help you consolidate down your snippet keys or keep your Liquid markup statements from becoming too complex.

You can also think about leveraging your query filters to create a dynamic email cadence. There are a few examples of that on this slide. So on the top is a query telling Slate to hold off on sending the next message in a drip campaign until it’s been at least one day since the student received any other emails from the school, and it also shouldn’t send until it’s been at least two weeks since the previous message in that sequence was delivered. The bottom query is one that specifies that these drip messages should fire at different intervals based upon the student’s entry term and when he or she first entered the population for this campaign. Simple, right?

But wait, there’s more! You can also do something like modify the HTML by using existence exports or a translation code value, so in the example here, we’re changing the font size for an application incomplete email based upon how many items are missing on the student’s checklist. If there are three or more items missing, the font size gets a little smaller to help keep the relevant information in the email above the fold.

And of course, we can’t forget about configurable joins and Liquid looping. I promised I’d talk about this. You can do things like merge the next few upcoming events into a lead nurturing email automatically through the power of independent subqueries and dictionary exports, so in this example, I configured this configurable join export to pull the information for the next three events in an Open House folder. Then I dumped that information into the source using Liquid looping, and the result is a formatted list of the event titles which hyperlink to the registration page, along with the date and time of the events. It’s a really great way to have timely event information merge into campaigns automatically without the need for extensive maintenance.

Whew. Okay, that was a lot of information right there, so let’s turn down this firehose and get real about all of this. Deliver is a very powerful tool, and it’s really easy for us to make things overly complicated, which then holds us back or it allows us to have things to slip through the cracks.

So are we done once we’ve built our amazing new high-powered fancy campaigns? No. We’re never done when it comes to marketing, because we need to maintain what we’ve created if we want to stay relevant. Here’s what we need to do in order to keep things fresh.

When we’re using a lot of these tools, our actual content isn’t going to be visible on the front end of the Deliver email builder. That means we’re not eyeballing it as regularly and those ad hoc spot checks that often happen in the day-to-day. They’re not part of that process, so this means we need to be far more regimented in terms of keeping track of where everything exists, how it needs to be maintained, and what processes need to exist to ensure ongoing accuracy and business continuity.

Do you remember at the beginning of this presentation when I mentioned the importance of documentation? Here we are back at that again. The most valuable thing you can do to ensure that these campaigns are sustainable is index what you’ve built. That means you need to log where your various translation codes and snippets are used, you need to record what the various values are, and you need to articulate what the update schedule is. 

This spreadsheet right here is an example of how you might do that. You can see that we’re recording the translation key, where it’s used, what type it is, what value it matches against, what each export value is used for and when it should be updated. There’s also a similar section for mailing snippets. 

Please do not keep all this information stored only in your brain. It will absolutely make you crazy. And of course, when you win the lottery and move away to Fiji without warning, your coworkers wouldn’t be able to figure out what they need to do, and obviously we wouldn’t want to do that to them, so let’s record all of that.

In addition, maintenance checklists are your friend. We’ve got annual updates to keep track of, but in higher ed and in life, things don’t usually change on a set schedule. There’s staff turnover or program changes or a new logo or an adjustment to organizational structure or about a million other things that can impact the communications you’ve created. As you create a new message or you build a new snippet key or translation code, be maintenance minded. Write down what external factors might require you to update or revise what you’re crafting. 

These are some screenshots from part of a maintenance guide I created at my previous institution. This process spared me from a lot of headaches, and it also helped keep my former coworkers from feeling completely lost when I left the university and moved over to RHB. Explicit instructions will help prevent oversights and errors, they can help quell anxiety, and they can help you to be better equipped to delegate your tasks as needed.

And of course, we need to do more than just maintain what we’ve made. We also need to regularly check our work to ensure that it remains relevant and effective. We need to know how what we’ve built is performing with our audience. We want to keep an eye on our messaging copy so that it continues to match with the desired voice. We should be taking a look at our images to see if there are any we should be swapping out. Who’s responsible for that? The answer is that, regardless of what your job is, you’re responsible. We’re all responsible for this because we all play a role in the development, creation, and/or distribution of our messages.

How often should we be doing this? Of course, like any good question, the answer is, “it depends.” There’s a wide swath of factors that will play into this. But as a rule of thumb, I would recommend the following: 

Any time you’re updating an element of a message, look through the other content in that message to ensure that it’s all coherent. So if you’re creating a new snippet for a new academic program, look through the other snippets in that key, as well as the main email itself, to make sure that it fits. 

Weekly, do a high-level review of your campaign metrics, and quarterly, do a more in-depth inspection of how everything is performing. When you see—and wherever you see—anomalies in your KPIs, go take a closer look at the message. 

And then annually, do a full-scale audit of everything. Create a checklist of every single email in your system—don’t forget those form and event communications also—and then look at each one, checking them off once you’ve confirmed they’re still in good shape.

Cycle prep isn’t just for updating your applications or for updating rounds. This is a time to manage your marketing tools as well. Update your population rules and refresh your records to reflect new entry terms. Like I just said, make sure your communications are up-to-date and still do the trick. And also have this be a time where you’re going through all your messages and archiving the ones you don’t use anymore. Don’t let old emails clutter up your Deliver interface; if you aren’t using them anymore, archive them.

As we wrap up, I want to leave you with a few parting thoughts about all this that I hope might be helpful. First, remember that none of this gets created overnight. Be iterative in your communications build. You don’t have to start by developing unique content for each of your 92 academic programs; maybe start by segmenting by academic division, and then scale from there. The last thing any of us want is to slave over a huge new project that doesn’t move the needle for our target population, and by starting simple with limited variables, you may be better able to identify what works effectively with your audience and what doesn’t. 

Second, just because you can doesn’t mean you should. Slate can do a lot of things, and not all of those are going to be what your institution needs. Complexity isn’t a prerequisite for marketing campaigns. Don’t overcomplicate things. Instead, identify the opportunities that will help you do your work more effectively and grab on to those. Those tools that just make you anxious or require a lot of setup without a lot of payoff are tools that you can save for later, or maybe for never. Find out what works best for you.

And finally, remember to celebrate your wins. Document those efficiency gains you’ve found. Make note of the improvements you’ve seen in engagement rates. Identify those success stories that emerge from your new strategies and processes. Write those down so that you can see the tangible results of your hard work. And then maybe show them to your boss to remind him or her of what an incredibly valuable employee you are. Obviously you deserve a promotion, right?

Now I started all this off by noting the importance of having confidence in Slate, but also of having confidence in your knowledge of what to do with it, so it’s my hope that over the course of this session, those seeds of confidence have been planted so that you can envision where you go from here with what we discussed. 

That wraps things up for today, though, so thank you so much for watching. If you ever want to talk through the ideas I presented today any further, please feel free to reach out to me; I’m always, always happy to hear from you. And if you think a colleague might get some benefit from what this presentation covered, please pass that along to them as well.

Our entire RHB team is committed to partnering with you as you explore new initiatives with your use of Slate or your marketing endeavors, so if we can ever be of assistance to you, let us know. We’d love to talk further.

Have a great day, and good luck in all your work. Bye.