Lead Nurturing
Creation of customized digital survey tool improves Northwood University's lead generation processes
Decreased time to follow-up from 3 months to 3 hours through a digital solution for capturing survey responses and contact info.
CHALLENGE:
Northwood University excels in developing free-enterprise leaders who will drive global economic and social progress. The school’s outdated paper survey for prospective students created several challenges that included:
- Some students did not complete the survey.
- Mailing survey results delayed outreach efforts and lost top-of-mind awareness.
- Handwriting was difficult to decipher, and many fields were left incomplete.
SOLUTION:
Our team recommended the creation of a digital survey tool for prospective students to complete on their mobile phones. This approach would provide many solutions for the client:
- Improve survey completion rate by students.
- Better tracking for admissions representatives.
- Generate more leads.
- Provide complete data sets for future analyses for driving response.
- Generate personalized communications between prospects and admissions.
RESULTS:
Our Authentic Marketing approach generated these transformative and sustainable results:
- Data capture increased 40% while lead record legibility improved from 75% to 100%.
- Increased insight into students with greater level of interest.
- Improved ability to track the age/grade of students and their engagement earlier in the funnel.
- Added ability to monitor the activity of the representatives to target highest priority schools.
