Tracking outcomes, converting prospects.
A prominent UK university with a rich history spanning 150 years needed an effective lead nurture strategy for their Pre-Clearing activity (nurturing potential students before their A level & BTEC results). A strategy that would reduce the number of prospective students dropping out of the conversion funnel and keep individual prospects engaged throughout the journey with relevant content and personalised messages.
Net Natives devised compelling creative to resonate with and inspire potential students. A variety of campaigns containing thousands of advert permutations were created and deployed across multiple platforms by Net Natives. Using a variety of targeting methods the team were able to engage and convert potential students. But, to manage this effectively it was vital that leads were attributed to specific campaigns so that the university could personalise the student journey and nurture prospective students into enrolments.
This is where Akero’s marketing measurement software came in…
Personalising and Prioritising
Dynamic forms created through Akero and embedded as custom HTML landing pages were shown to respondents of the advertising campaigns which had “conditional response features.” This meant that respondents received a personalised and relevant experience, dependent on the answers they gave when enquiring.
As a result, the admissions team could focus their time on the hottest and most qualified prospects first.
Tracking and Responding
Akero’s powerful tracking functionality enabled the Net Natives’ digital advertising team to view the source of each lead and optimise the campaigns in real-time. The admissions team had a transparent view of what was happening through the SaaS element of the system.
Nurturing and Converting
The client success team at Akero built a lead nurture workflow using Akero’s advanced automation features to target users with key messages based on where the prospects were in their decision-making process. Automated workflow delays, chaining and branching capabilities were employed to ensure that the right personalised message (automatically delivered through branded HTML emails built within Akero) influenced and converted at the right time.
Working cohesively, these advanced automations provided reassurance that each lead was being given a personalised experience, and gave the user the most relevant experience possible based on their interactions with the university.
Over 500 leads downloaded the Clearing Guide, and the team were able to reignite relationships with those that had listed the University as their insurance offer.