Actionable strategies to make the most of direct inquiries, utilize CRM and marketing automation, and deliver the booking experience that modern students expect.

1. Philippe Taza CEO
Higher Education Marketing
Maximising direct bookings using best
practices, automation and CRM
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 5 calls to action:
1
2
3
4
5

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. What is Lead Scoring?
Lead Scoring is a
methodology that
allows you to assign
a numeric value to
contacts based on
actions they take

27. 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

28. 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

29. Viewing Lead Scoring

30. 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

31. Local lead
Day 3
Attempt call 3
times
(AM, PM, EVE)
Send sms/email
Day 1
Attempt call 3
times
(AM, PM, EVE)
Send sms/email
Day 2
Attempt call 3
times
(AM, PM, EVE)
Send sms/email
Workflow A
Day
30+
Day
11-30
Day 5Day 4
Attempt call/
send sms/email
Attempt call/
send email
Daily call/
weekly email
Weekly call
attempts
Sample Follow-Up Workflow

32. High Priority
International
Lead
Day 5
Attempt call/
Send email
Day 1
Attempt call 3
times
(AM, PM, EVE)
Send
WhatsApp
message/
email
Day 3
Attempt call/
Send WhatsApp
message/
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

33. 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

34. Low Priority
Internaitonal
Lead
Day 1
Send email
Workflow D
Sample Follow-up Workflow
Day 7
Send email
Monthly
Newsletter

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

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

37. Common Features of an Email Marketing System

38. Email Software Options for Schools

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

40. Create email templates for common queries
Visa info
Prices

41. How CRM Helps Schools Manage Inquiries

42. CRM Options for Schools

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

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

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

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

47. Viewing Contacts on CRM

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

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

50. Record and View Each Lead’s Contact History

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

52. Admissions Activity Report

53. Leads by Request Type

54. Leads by Owner

55. Leads by Request Language

56. Leads by Channel

57. Leads Segmented by Admissions Stage

58. Enrollments by Contact Owner

59. 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!

60. • 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

61. 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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