2. Get the best value out of your school’s marketing budget
Having a CRM that captures all the data you need to be able to, say, produce reports on where your leads are coming from straight away, instead of bumbling around in Excel, really does let you work smarter, not harder. You enjoy your role more. You save time on the admin and really save money on your budget. You have evidence of which strategies are working best.
Finding out that, just because 100 people attended an event, doesn’t mean it’s been a great success until you can see what happens after. The “conversion rate”, whether that’s how many attendees went on to purchase our products, or whether the cost of that open day is outweighed by the cost of digital marketing when comparing results. Running an open day, you’re taking staff out for the day to do tours, you’re catering, you’re creating printed material, everything should be costed. It’s not easy without the right tools, to work out the cost-per-follow up that leads to an enrolment compared to what a digital campaign has produced.
You can now make pivoting strategy decisions based on data, you’re not just guessing. For instance, next year, take half of the open day budget and put it into digital marketing and predict with more confidence that you can fill those empty spaces, increase revenue…and then all of a sudden the admission system has paid for itself and ROI is through the roof!
As a marketing team, we really understand what a powerful admissions CRM can do. A success story can start long before the first enquiry, it starts when you’re talking on a day to day basis, at every single touch point, every communication, parents talking to other parents, that’s when it all starts. When you’ve got methods, especially automated processes to track what’s happening, you’re not just focusing on the endpoint – you need those little and often personalised communications to keep up engagement and interest.
3. Get to the right audience for your fee-paying school
By understanding more about our prospects earlier, and by them understanding more about you, you’re limiting the “wrong” prospects making it further in the admissions process, wasting your precious time and money. As marketers, we do everyone a favour when we make sure prospective customers are coming to us for the right reasons, and we know that we can if we deliver far more engaged and qualified admissions leads, they’re more likely to enrol. You might have a few more extra drop offs at the start, but that’s going to save you and them time down the line, creating a more valuable pipeline.