Our friend in Barcelona started small, but not for long! They came to NEO with 3 objectives:
1. To increase the number of on-campus students in their middle & high school
2. To raise awareness of their school
3. To officially launch their virtual campus programs with a sufficient number of students to get started
Ambitious? Certainly, but we knew from the start that this team had everything they needed to succeed, and just needed our expertise to kickstart their growth. We knew we would get there together.
This was (and still is!) a fast-paced institution, but when we arrived, a lot of work was being done manually. They had HubSpot CRM, but were lacking automation, so we undertook a full reorganization of their digital architecture to better meet their needs. Customized views and reports were also established for a better and easier management of the leads, and understanding of the data.
We took care of the content creation and design for each touchpoint, depending on the stage of the funnel. The deals' management was automated, through specific rules determined by the client. The cherry on top was developing and implementing a lead scoring strategy in their CRM, which meant that each potential student, depending on demographic and behavioural aspects, would get specific points throughout his/her journey and triggered human interaction only at the right time.
By doing this, only the most qualified prospects would be personally contacted by the client’s team. The best bit was that the end users did not “feel” the automation at all, as all communications were fully personalized, and this was a true game-changer for administrative staff members who finally got time to breathe.
With the inside running smoothly, we turned our focus outward, developing paid media campaigns and fresh, engaging blog content; both fully integrated within the new CRM. As we always do, our collaboration began with listening. Who did we want to reach, and how? What was the current situation and what data was available to us? With this, we were able to map out an approach that had everyone on board, and we started to build outwards and upwards.
Every campaign that we created on Facebook, Instagram, and Google was integrated with their CRM, to enable us and the client to have:
With support from weekly specialist blog articles written by our in-house Head of Education Content, we were able to raise the profile and reach of the institution, and make inroads to new audiences and networks.
The result? Let’s just say that our Spanish friend is flourishing, expanding and dreaming ever bigger. Though they are fully ready to take the reins, we will walk alongside them a little longer yet, as they implement an ever more ambitious growth strategy.