Creation of customized digital survey tool improves Northwood University's lead generation processes

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 The school’s outdated paper survey for prospective students created several challenges that included: 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.