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.

1. Increasing Direct Bookings with CRM and
Marketing Automation Technology

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.

4. Common Features of a Booking System

5. Booking/Quote System Options for Schools
HEM Application
Portal

6. Creating Online Quotes
Offer multiple dates
(factor in price
adjustments for high
season)

7. Include Optional Extras
Factor in exams and
extra course fees
Add accommodation
and travel transfer
options to give
students an all-
inclusive price

8. Personalized Quote Breakdown
Students can choose
to proceed to
booking or have
their quote emailed

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

13. What Are The Main Recruitment Channels?

14. How Digital Marketing Attracts New Students

15. Driving inquiries on social media

16. ©Eaquals
Creating Social Media Ad Campaigns

17. Use Responsive Landing Pages
Desktop View
Mobile View

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.

20. Monitor your SEO Keyword Activity

21. Features of Marketing Automation Platforms

22. Marketing Automation Options for Schools

23. Use lead capture forms

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

30. Viewing Lead Scoring

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

35. Low Priority
Internaitonal
Lead
Day 1
Attempt
Contact
Workflow D
Sample Follow-up Workflow
Day 7
Attempt
Contact
Monthly
Newsletter

36. Workflow A Setup: Local Leads
Set triggers to
enroll leads in
a specific
workflow

37. Workflow A Setup: Local Leads
Use system to map
out your workflow
activities

38. Common Features of an Email Marketing
System

39. Email Software Options for Schools

40. Create Autoresponders By Program
The program field
determines which
auto responder the
new lead will get

41. Create email templates for common queries
Visa info
Prices

42. How CRM Helps Schools Manage Inquiries

43. CRM Options for Schools

44. Stages in The Admissions Process
These are the common stages which typical
leads and applications go through

45. Have The Right Staff Doing The Follow Up
Vs.
Mainly processing
applications
Taking care of a lead’s
every need!

46. Separate Applications from Inquiries
Completed
application forms
can be automatically
sent for processing

47. Separate Applications from Inquiries
Inquiries may need to be
handled by different staff
than applications

48. Viewing Contacts on CRM

49. Follow-Up Approach
Making contact with new leads take time! Be
persistent with your attempts and contact leads
through multiple channels

50. Use CRM to Rotate Leads Round Robin
You can use the campus,
the program, the country,
etc. to define the lead
assignment rules.

51. Record and View Each Lead’s Contact History

52. Call Outcome Report
Some CRM Systems give
you the ability to monitor
phone call volumes and
their outcomes.

53. Admissions Activity Report

54. Leads by Request Type

55. Leads by Owner

56. Leads by Request Language

57. Leads by Channel

58. Leads Segmented by Admissions Stage

59. Enrollments by Contact Owner

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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