University of Huddersfield
Up and running in 6 weeks
One single source of student data
Complete view of the enquirer journey
Targeted, omni-channel Marketing
A multi-award winning University
The University of Huddersfield was named Times Higher Education University of the Year for 2013. This followed shortly after its success at the same awards in 2012 where it collected the Entrepreneurial University of the Year award.
One of the main drivers for the University was the need for a relational database to drive communication with potential students and analysis of the results of the communication.
Richard Noon and Sarah Banton-Place and are the Officers overseeing the implementation of the system at the University. Richard comments, “We wanted a fully-relational database, where interactions captured from every touch-point are stored against a single contact record for a truly holistic view of the individual and their journey. Delivering one central point where a complete, joined-up history of each prospective student can be viewed”.
Richard went on to say, “Presently, we are only able to see a contact’s current status in our existing software solution. To maximise our targeting and conversions, we needed full conversion tracking from enquiry through to application, Alumni and beyond”.
Powerful reporting tools were also a business critical requirement for the University, using this to inform and drive its marketing and operations. Huddersfield wanted granular reporting down to School level.
“Presently, we are only able to see a contact’s current status in our existing software solution. To maximise our targeting and conversions, we needed full conversion tracking from enquiry through to application, Alumni and beyond”.
Richard Noon, Project Officer, Huddersfield University
A single source of “truth” and targeted Marketing
Interactive Software and their AES (Achiever Education Software) solution was identified as the preferred supplier – they quickly got to work. The student recruitment CRM that ISL delivered, provided a sophisticated data processing tool with the ability to send targeted, omni-channel marketing communications across all media platforms.
Sarah, “The AES platform provides the ability to interrogate a single, “true source” of student data and drill right down to individual student level.” Sarah went on to comment, “ISL have proven to be a very responsive supplier who really understands the unique dynamics of the HE sector and student recruitment marketing. We have worked in partnership with the experienced ISL project team to deliver phase 1 of the solution in 6 weeks.”
“ISL have proven to be a very responsive supplier who really understands the unique dynamics of the HE sector and student recruitment marketing. We have worked in partnership with the experienced ISL project team to deliver phase 1 of the solution in 6 weeks.”
Sarah Banton-Place, Project Officer, Huddersfield University
Up and running in 6 weeks
To get the solution up and running in 6 weeks would require ISL to adopt their “QuickStart” approach. The University also wanted to ensure that the implementation was mapped to the academic year and the student recruitment cycle.
ISL and the University worked very closely to install the “out of the box” solution that could be quickly configured to the University’s specific requirements as these were defined by each of the teams across the institution.
The first phase of implementation began at early enquirer / prospective student level and included prospectus requests, open day bookings and prospect communications.
Next, the open day booking process was streamlined by integrating an event booking portal with the existing website. This means prospective students can now self-serve, booking themselves on to specific sessions and personalising their event experience. They could even log back on and amend their details and preferences right up until the evening before the event.
Integration with existing systems come next, including the student information system so that enquirers who become applicants can be tied back and only one record for that student exists on the database.