This document discusses how schools can increase direct bookings through CRM and marketing automation technology. It recommends delivering an online booking experience that meets student expectations, using multiple inquiry channels and marketing automation to nurture leads. Schools should utilize a CRM to support the admissions process, track lead follow-up activities, and generate reports to measure results. The overall goal is to leverage technology to improve the lead conversion process and increase direct enrollments.
2. • Delivering the Online Booking Experience
Students Expect
• Common inquiry channels
• Nurture contacts using Marketing Automation
• Using CRM to support your Admissions Process
• Reporting
Today’s Presentation
3. Delivering a Modern Booking Experience
Language Schools need to provide the same
standard of service as other online businesses.
7. Include Optional Extras
Factor in exams and
extra course fees
Add accommodation
and travel transfer
options to give
students an all-
inclusive price
9. Use a Step-by-Step Application Process
Include as many steps
and form fields as
necessary
10. Build Flexibility into Your Booking Forms
User can abandon mid-
application and save
progress
11. Allow for Document Uploads
Documents can be uploaded via an easy drag & drop
system
This
Application
Form
supports all
common file
types (PDF,
doc, jpg etc.)
12. Include Relevant Terms & Conditions
E-signature
option allows
students to
complete entire
booking online
18. Using Calls to action on your website
This homepage has 4 calls to action: Contact, Register, Check Your
English Level and Build Your Course
19. The Channel Report
The Channels report under Acquisition, gives you macro level insights into the various
channels you are using to attract traffic to your website.
24. Create Unique Forms for Local Campaigns
You may want to ask
specific questions to
local prospects
25. Create Unique Forms for International
Campaigns
Collect different
information for
international
prospects
26. Use Your Leads Preferred Method of
Contact
Ask leads how
they would like
to contacted (by
phone, email,
SMS, WhatsApp
etc.) in your
forms
27. What is Lead Scoring?
Lead Scoring is a
methodology that
allows you to assign
a numeric value to
contacts based on
actions they take
28. Lead Scoring Variables
• Downloaded a price list or brochure
• Country – assign more points for top source
countries
• When they plan to study?
• Demographic info (age, gender etc.)
• Engagement with website/email
• Different CRMs have different capabilities in
this area
29. Parameters Value
Country of origin
Assign higher scores to student in your
main target markets
Gender/Age
Assign higher scores to students that fit
your target profile
Program of interest Assign a higher score once this is known
Email interactions
Add to a student’s score when emails are
opened, read, clicked through etc.
Sample Lead Scoring Matrix
31. Segmenting Your Leads Using Lead Scoring
Workflow A
Lives in your local
market
Scheduled a level
test
Assign High Score
NEW LEAD
Workflow B
From tier A source
countries
Completed info
request
Assign Good Score
Workflow C
From tier B source
countries
Completed info
request
Assign OK Score
Workflow D
From tier C source
countries
Downloaded
brochure
Assign Low Score
32. Local lead
Day 3
Attempt call/
send
sms/email
Day 1
Attempt
call/ send
sms/email
Day 2
Attempt call/
send
sms/email
Workflow A
Day
30+
Day
11-30
Day 5Day 4
Attempt call/
send
sms/email
Attempt call/
send email
Weekly call
Weekly
email
Monthly
newsletter
Sample Follow-Up Workflow
33. High Priority
International
Lead
Day 5
Attempt call/
Send email
Day 1
Attempt call
Send
WhatsApp
msg/ email
Day 3
Attempt call
Send
WhatsApp
msg/ email
Workflow B
Day
30+
Day
11-30
Day 9Day 7
Attempt call/
Send email
Attempt call/
Send
Whatsapp
message/
email
Weekly
emails/calls
Monthly
newsletter
Sample Follow-Up Workflow
34. Medium Priority
International
Lead
Day 5
Attempt call/
Send email
Day 1
Attempt call/
Send email
Day 3
Send
WhatsApp
message/
email
Workflow C
Day
30+
Day
11-30
Day 7
Send
WhatsApp
message/
email
Weekly
email
nurtruing
Monthly
newsletter
Sample Follow-Up Workflow
60. Converting an inquiry to a booking takes
effort!
• Use your CRM to
monitor the follow up
activity
• We see a range of 12-20
activities per lead for
them to book!
61. • Is your online booking experience what students
expect?
• Leverage all channels to support your
recruitment efforts
• Use Marketing Automation to help your lead
nurturing process
• Use CRM to manage the inquiry conversion
process
• Measure your results and continuously improve
Conclusion
62. I’m easy to reach at:
Philippe Taza
Tel: 514-312-3968 ext:104
ptaza@higher-education-marketing.com
www.higher-education-marketing.com
https://twitter.com/PhilippeTaza
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