Case study: cross-media campaign
Swinburne University was keen to convert students in China and Australia who had received offers to study, yet hadn’t taken action. With a large number of offers being sent, Swinburne needed to find a way to increase acceptance rates whilst also improving efficiencies.
Email, SMS, PURL, Brochure
Swinburne and BPO identified a number of challenges that needed to be addressed, such as poor follow up strategies and problems reaching students from different language backgrounds.
Instead of sending generic offer letters, Swinburne embarked on an integrated, personalised and customised acceptance campaign that spoke to each student on a personal level, including customising the language based on the student’s background.
With a highly personalised campaign, Swinburne was able to boost its conversion rate by about 50%, a significant increase over previous years.
How it worked
A personalised brochure, with a pre-populated offer acceptance form, was printed and mailed to students.
An email was sent to students to accept their offer or visit their personalised URL (PURL) to book an appointment with a student advisor. These were also scheduled to send 2 reminder emails at 3 day intervals.
Students visited their personalised URL (PURL) and followed the prompts to book an appointment.
An email confirmation was sent to confirm the booking.
An SMS reminder was also sent to students on the day of the appointment.
“ We worked with BPO on an integrated marketing campaign to convert a specific group of students who had offers to study at Swinburne. We increased our conversion rate to about 50% and are now running the campaign across even more international markets.Eliza Russell
Marketing and Communications Coordinator, Swinburne International, Swinburne University of Technology