Study Group has dedicated sales teams to support students and recruitment agents. Those who support students are not typical sales reps, but instead act as counsellors. They talk to students about their goals and what they need to do to prepare for university.
These interactions are now captured in Sales Cloud, providing Study Group with a 360 degree view of each student which it can use to personalise every touch point. This includes campaigns sent via Marketing Cloud which Study Group introduced 18 months ago to streamline communication and lead nurturing. Replacing a homegrown email system used for basic email blasts, Marketing Cloud powers automated journeys tailored to where students are in the recruitment cycle.
There are nurture journeys for those just starting to think about university as well as journeys to support students through the application process and notify them of what they need to do next. Each journey is customised to include branding for the specific universities students want to attend.
“We work as an extension of our partner universities so students don’t know us as Study Group. Instead, they know us as the International Study Centre of the university they plan to attend. Salesforce helps us manage the complexity of personalising campaigns so that we can send the right messages at the right time from the right brand,” said Grant.
Measures like email open and click-through rates have increased dramatically and Study Group has experienced an increase in applications.