Builders Academy Australia
Generating student enrolments through a partnership focused on
continuous improvement, innovation and data-based decision making.
Generating student enrolments through a partnership focused on
continuous improvement, innovation and data-based decision making.
Builders Academy Australia (BAA) is one of Australia’s leading RTOs, offering Building & Construction courses for tradespeople or people wanting to enter the construction industry. Social Garden has been helping Builders Academy Australia to generate thousands of student enrolments each year, focusing on continuous improvement, innovation, and data-based decision-making. Through this partnership, we’ve been able to drive remarkable results in Builders Academy Australia Student Acquisition year after year.
Social Garden acts as an outsourced marketing team for BAA. We have been working together since 2017. Social Garden manage BAA’s digital advertising, organic social media content, community management, marketing automation platforms (Marketo), produce their video content & other assets and manage their CRM (Salesforce).
How Builders Academy Australia Boosted Student Enrollment
Since partnering with Social Garden in 2017, Builders Academy Australia has made significant strides in student acquisition and enrolment growth. In 2020, we helped Builders Academy Australia Student Acquisition reach new heights. We did this by focusing on long-term planning, agility, and understanding the student journey, all while implementing a personalized lead generation and lead nurture strategy. This strategy has been key in converting leads through different stages of the sales funnel.
The combination of digital advertising, organic social media, CRM systems (Salesforce), and marketing automation for vocational training has enabled Builders Academy Australia to increase student registrations significantly while decreasing the cost to acquire each student.
Builders Academy Australia’s Success in Student Recruitment
Our strategy is designed to provide Builders Academy Australia with actionable insights to make data-driven decisions in real-time. By using CRM for education providers, such as Salesforce, and integrating performance tracking tools like Google Sheets, we have successfully reduced acquisition costs and increased student registrations. These tools provide us with the ability to assess lead volumes, sales performance, and recruitment numbers with the flexibility to adjust strategies weekly or monthly. The deep collaboration between Social Garden and BAA ensures that we maintain focus on Student Recruitment Solutions and consistently optimize campaigns for maximum impact.
Digital Marketing Strategies for Vocational Education Providers
Social Garden’s digital advertising strategy for vocational education marketing includes a combination of brand, lead generation, and nurture campaigns that segment students based on course and location. We create and test content that speaks to prospective students at different stages of their journey, utilizing video testimonials, user-generated content, blog content, and carousel ads to drive engagement.
Lead Generation for Training Institutes has become a priority for us, and we continue to leverage the power of Facebook Messenger and SMS triggers to interact with prospective students directly. Additionally, all campaigns are tracked and optimized using real-time performance dashboards in Google Sheets, allowing for quick adjustments based on channel and creative performance
CRM for Education Providers and Marketing Automation
One of the key strategies behind Builders Academy Australia’s success in student recruitment is our integration of marketing automation for vocational training using platforms like Marketo. Through personalized, trigger-based email campaigns and dynamic content tailored to the student’s stage in the sales funnel, we are able to move leads from inquiry to enrolment more effectively. Our seamless integration between Salesforce, Marketo, and other marketing tools ensures that the leads generated through various channels are nurtured and converted into actual student enrolments.
Our focus on Enrollment Growth Strategies has allowed us to continually improve the Builders Academy Australia Student Acquisition process and expand the reach of their courses across Australia.
Services
2020 Snapshot
31.92%
Increase in Student Registrations Year-On-Year
30%
Decrease in the Cost-Per-Registration Year-On-Year
32%
Of all registrations in August 2020 coming from re-engagement through Marketing Automation
The Social Garden team, led by Account Director, Rosie Brown & Account Manager, Kartik Misra, and the Builders Academy team – Andrew Shea, CEO & Ali Musai, National Sales Manager – set the strategy annually for what we want to achieve, and then over the year work on achieving those goals.
We meet weekly to discuss key objectives, insights, initiatives and challenges. We have a range of monthly deliverables, and then a lot of projects and campaigns which we usually roll out in monthly sprints.
A big part of what we do is providing BAA’s CEO and National Sales Manager with actionable insights so they can make business decisions quickly. We’re able to assess the performance of key audiences, campaigns, channels and the sales team and highlight to BAA where the focus should be each week, fortnight or month.
We have built a range of dashboards in Salesforce and Google Sheets which allow us to have real-time insights on lead volumes, sales performance and overall recruitment numbers. Which keeps us accountable for the success of the campaigns. We’re able to look at 2, 7 and 30 day performance and make decisions based on this.
BAA has access to Social Garden’s content, advertising, call-centre, marketing automation and CRM teams. Our team members from these teams frequently drop into our weekly WIPs to advise the BAA on strategy and best practice.
The Social Garden team are continuously optimising and innovating with BAA. Due to the nature of our business and partnership, we’re able to constantly provide BAA with recommendations for ways we can improve our results each year!
Social Garden are our strategic partner. The work we’ve done together, combined with data and insights they provide us have helped us achieve some incredible numbers this year. They are fast, transparent and help me to make decisions that will impact our sales numbers every month.
– Andrew Shea, CEO, Builders Academy
Marketing Automation (Marketo)
Digital Advertising
CRM (Salesforce)
Content Creation & Conversion Rate Optimisation
In 2019, we worked with Builders Academy to improve the conversion rate of their course pages and aspects of their website.
We redesigned & developed their course pages which get a majority of their direct and organic traffic and implemented a huge range of AB tests and optimisations across the rest of the site.
The key things we implemented included:
Comparing Sept 2020 with Sept 2019 we have increased the website leads captured by 122%.
“I have loved working with Builders Academy over the past two years because they put complete trust in our team to get the results. Having the opportunity to come up with new ideas each month and being able to report all the way through to registrations and enrolments is awesome!”
– Rosie Brown, Account Director
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