University of Central Lancashire
Success Story

Project Headlines:

Limitations and problems of a list-based solution removed

Single contact record can now exist in multiple segmentations

A single student recruitment CRM and email marketing tool

Interactions captured and available for analysis from every touch-point

First UK modern University in QS World Rankings

University of Central Lancashire (UCLan) is a World Class modern teaching and research University. In 2010 it became the first UK modern university to appear in the QS World University Rankings. However it needed to improve and extend the use of its student recruitment CRM software – seeking to remove the limitations with their current solution.

List-based restrictions

UCLan wanted to record, track and analyse interactions with prospective students across all touch-points. They were always having to extract and manipulate data to ensure they were not duplicating communications and when trying to achieve a full view of the student journey.

Pete Lumb, CRM Officer, said, “We needed to move away from a list-based solution, where the same contact could exist multiple times in multiple lists and therefore potentially receive multiple emails. In order to drive enquiries, conversions and targeted Marketing, we needed a fully-relational database, where all interactions are stored against a single contact record for a truly holistic view of the individual and cohort journey. The new system needed to deliver one central point where a history of each prospective student can be viewed from”.

UCLan

““We needed to move away from a list-based solution, where the same contact could exist multiple times in multiple lists and therefore potentially receive multiple emails. In order to drive enquiries, conversions and targeted Marketing, we needed a fully-relational database, where all interactions are stored against a single contact record for a truly holistic view of the individual and cohort journey. The new system needed to deliver one central point where a history of each prospective student can be viewed from”

Pete Lumb, CRM Officer

One Central Hub for Data and Marketing

Bulk email campaigns are a big part of UCLan’s student recruitment and communications strategy, so a new solution must deliver large volumes of automated and targeted emails – with granular post-campaign reporting for continual refinement.

Some schools at UCLan held local databases of contacts, using these to send communications and marketing campaigns. The new student CRM project would merge all of these local databases into one system, delivering a single “true” source of data.

UCLan produced and published a tender – and Interactive Software (ISL) recognised that their AES (Achiever Education Software) was an excellent fit, both in terms of current needs and future requirements.

Targeted, Personalised and Multi-channel Campaigns

ISL were successfully awarded the contract and quickly began work. The new solution would allow a single contact record to exist once in the dataset but belong to multiple segmentations, e.g. “enquirer”, “attended an event”, “requested a prospectus”, with all interactions stored in one place against the original record for a complete historical view.

UCLan’s AES solution was designed and built so that its interface felt familiar to the users, with simple navigation, pre-configured HE workflows, automation and triggers helping to maximise efficiency.

Pete Lumb, CRM Officer, said, “We now have the ability to run personalised, multi-channel and multi-tiered campaigns, both online and offline. We have live campaign tracking and joined-up reporting, with full drill down functionality and the ability to analyse across the full EAE cycle, giving us deep insights into the performance of our student recruitment campaigns.

With AES, UCLan’s marketing capability now includes the digital management and delivery of open days, including sending email invitations, taking bookings online and checking-in attendees using QR codes and mobile technology.

“We now have the ability to run personalised, multi-channel and multi-tiered campaigns, both online and offline. We have live campaign tracking and joined-up reporting, with full drill down functionality and the ability to analyse across the full EAE cycle, giving us deep insights into the performance of our student recruitment campaigns.”

Pete Lumb, CRM Officer

A fully joined-up Environment

UCLan’s new AES solution integrates with their student record system, Banner, to bring in Applicant data Together with all communication channels including SMS text alerts. Akkroo Forms are used to capture off-line data at International recruitment fairs.

ISL used their tried and trusted AIM methodology to deliver the project, which follows proven PRINCE2 processes to ensure rapid implementation, minimal little disruption and immediate recruitment benefits.

Data Capture
Literature Fulfillment
Student Interactions
Event Booking
Event Management
Marketing Campaigns
Reporting

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