Higher Education Marketing

We delivered a fully customized CRM that manages communication between the University, current and prospective students

Background

The Subject University has evolved into a comprehensive Malaysian higher education institution offering a diverse range of programs across multiple disciplines. As the university expanded, it faced the challenge of enhancing its student recruitment and application management processes. The institution's growth brought about increased complexity in attracting and processing applications from a wider pool of prospective students, both domestic and international.

The Challenge

The university faced a challenge in managing its student recruitment process by lacking an effective platform to track students' journeys through various marketing channels.

They needed assistance in engaging prospective students across multiple communication avenues while measuring the impact of each interaction. To further enhance recruitment, the institution aimed to create compelling campaigns that would encourage international students to fill out application forms, ultimately increasing both the quantity and quality of applicants.

The Approach

We implemented a comprehensive strategy to integrate and synchronize various tools and communication channels for the University through a fully customized and scalable CRM solution tailored to the university's unique needs. This system seamlessly integrated platforms such as Instagram, Facebook, LinkedIn, Google My Business, and a chat widget into a single interface, enabling effortless communication via chat, SMS, email, or WhatsApp.

The CRM enhanced visibility of the student journey from inquiry to onboarding and provided actionable insights at each funnel stage. The customized solution ensured alignment with the University's specific processes and goals, significantly improving their recruitment and communication efforts.

The Results

Enhancing the student customer journey

Designed and promoted course-specific landing pages to segment undergraduate and postgraduate applicants across all faculties
Provided prospects who had shown interest with timely follow up interactions and clear directions about the educational path and application process
Created a database for all students enabling regular communication and calls to action through the CRM

Streamlined communication

Implemented an online chat bot option for prospects to submit questions to student ambassadors or staff in real-time
Enabled ongoing communication with students from the prospective stage until graduation through developing segmented workflows

Improved Application quality

Enhanced Lead Filtering by developing logical forms to filter unqualified leads
Developed an opt-out survey to understand why prospects chose not to pursue their application and at which step of the funnel they dropped out