Quick wins from the database, two weeks before Christmas

Existing enquiry data is often set aside in student recruitment, yet a prospect who has already shared contact details and course interest is well along the enrolment funnel. A leading Australian university partnered with The Garden to prove it: 1,935 students called in the two weeks before Christmas 2018.

Client: Leading Australian university
Industry: Education
Solutions: Media & Performance
Services: Facebook Ads, Google Ads, Lead Generation
Region: Australia

Students called in 14 days

1,935

Appointments booked with course advisors

123

Call connection rate

27.45%

Hot leads handed to course staff for direct follow-up

53

The challenge

Lead nurturing re-engages past enquirers over months; this needed results in a fortnight. The program had to identify, pre-qualify and segment potential students in the existing database, cleanse outdated contact information, and gather market research on who had enrolled with competitors and why, all with a seamless handover to the university’s student advisors.

Our solution

Our Melbourne-based call centre ran a four-step process: two call attempts per student, a customisable script selling the value of a one-on-one consultation, direct booking into a course advisor’s calendar synced with the university’s CRM, and automated reporting updating each student’s funnel status after every call. Students interested but not ready to book triggered an email notification to the university with their questions and updated details, keeping hot leads hot.

The results

In 14 days, 1,935 students were called at a 27.45% connection rate, booking 123 appointments with course advisors and handing 53 students to course staff for direct follow-up, an enriched, accurate database and a pipeline of consultations, delivered inside the tightest window of the year.

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