The Education sector is experiencing an enormous amount of change. There is no longer any ‘downtime’ during the student lifecycle which can be one of the most complex and elongated ‘purchase’ cycles across many channels.
To improve the student experience and achieve powerful marketing, recruitment and progression results for schools, colleges and universities, Indigo Iris brings marketing and recruitment experience from both agency and client side across a wide range of sectors to bring the best of CRM to education and recruitment marketing.
Strategic integrated CRM planning to attract, support and lead prospective students (and influencers) through their conversion journey to the point of enrolment and progression. Opportunities for the institution are maximized along the way whilst creating a positive customer experience for resulting in an increase of targeted students who progress successfully through to graduation.
Indigo Iris works with you and your stakeholders define and capture your requirements in order to choose the right CRM solution for your organisation- always working with you to ensure that when it comes to the implementation and business as usual, it goes smoothly.
End to end multi-channel integrated campaign planning to attract, nurture, convert and recruit targeted students. Example campaigns include open days, conversion activity, clearing and confirmation, welcome or specific challenges such as progression / retention.
Understanding the most effective student journey and building end to end student journey plans that accurately captures prospects and leads them successfully through to enrolment and graduation. Data quality and early engagement warnings maximize lead capture throughout the journey to improve acquisition spend; achieve higher conversion rates, improved enrolment numbers and improved attendance and conversion from open days.
Audits can be conducted on prospectuses, mini guides, emails and other communications, sspecifically looking at key and brand messages, competitors, call to actions and next steps, measurement, format, place in the student journey and gaps/opportunities.
Segmentation – In the words of Gartner “a segment is a group of people or other entities, like companies or stores, which share quantifiable attributes that matter to your business. Most marketers do not use a single approach to segmentation for all their efforts, but rather apply a number of different approaches for different business reasons.
Segments can be strategic to gain insight into a group, tactical looking at more or less likely scenarios (to enrol or progress), a group that attended an Open day or interested in Clearing, attracting new prospective students and can to develop products, targeting, messaging and measure effectiveness. The aim of segmentation is to manage your resources appropriately according the gain – in other words, ROI. An example could be defining how much to spend on recruitment from a new catchment area.
Examples of how the Education sector can benefit from segmentation include: