Campaign type and volumes
Looking to capitalise on their existing database of over 50,000 leads, BAA engaged Social Garden to conceptualise and deliver a series of nurtures to activate leads based on their status CRM status including; New Leads, Cancelled and Withdrawn. The previous process for these prospects was multiple call attempts or manual emails, from BAA’s Course Advisors with no other touch-points.
Social Garden’s strategy involved a combination of emails, SMS and retargeting social ads. As these leads were marked as New Leads, Cancelled or Withdrawn in the CRM, our approach to communicating with the prospects needed to be carefully planned and tailored to each journey stage. Social Garden worked with BAA to explore the ways to automate communication between Course Advisors and prospects. Ie. Send the first email when 1st and last call attempts are unsuccessful.
The nurture strategy for these leads starts with an autoresponder triggered by the lead status change in CRM, to acknowledge the prospect’s status and to keep them engaged by sending a series of six emails and two SMS’, these email and SMS campaigns are supported by Facebook retargeting of per audiences to direct leads to a request a callback landing page, or send a notification directly to the Course Advisor.
Social Garden has now delivered a student-centric lifecycle marketing program by aligning advertising and Marketo activity to registration data. Based on the data that we have been able to source and align within Salesforce and VETtrak (student management system), we continue optimising marketing and sales activity based on registrations to increase revenue for BAA.
Moreover, the relationship between Social Garden and BAA has brought together different business units from across the training provider and established cross-functional uses of marketing automation across social, content, contact centre, CRM, student management system (VETtrak) and web and marketing automation teams.
Based on marketing automation campaigns we have run, email is currently a strong channel for converting current leads to registrations. It is a crucial part of the multi-touch strategy. 76% of registrations have been impacted by (opened or clicked) at least one email.
Campaign assets delivered by the Social Garden team included; LucidChart diagrams of future campaign flow and strategy including content themes, blog post creation, the design and development of multiple landing pages, a master email template and the development of multiple email variants.