Swiss Hospitality Management School Increases International Enrollments by 59% for Exec MBA Program
Even with a strong reputation, Swiss hospitality Management school EHL were not achieving their ambitious targets and wanted more enrollments into their online programs, specifically the lucrative Executive MBA.
As a highly established organisation, they already had a student admissions team focused on recruiting new students. Although an expensive exercise, the team would travel around the world to career expos and industry events, holding information sessions to attract prospective students.
The results of these live sessions and events was fantastic, and the company always received a high amount of inquiries. So attracting prospective students was not an issue (although the cost of acquiring these inquiries was significant), it was definitely great way to start the relationship.
The face to face conversations were paramount to building trust and rapport with the prospective students, who would often take up to two years to make a decision on which MBA program to enrol into. They were happy to go the extra mile, and do what every it took to stay ahead of the competition, as they knew they were competing with every other training provider across the globe to enrol their MBA students.
Here is the 5 Steps that Lead to a 59% Increase in International Enrollments
Step 1 – Update the Website Landing Pages
Before getting involved in any inbound marketing strategies, EHL’s Marketing Director, Veronique Malan knew their website needed attention. EHL was getting a moderate amount of traffic, however the problem was that people were just browsing the site, and then leaving …. and never coming back.
So the first step was to update the site, and ensure that every page had an online form, with an option to download a course brochure (available in various languages) so that details could be obtained from prospective students.
Step 2 – Create a Sales Funnel
They created a system where by every prospective student went through an automated sales process, whereby they received highly valuable information via email (on a weekly basis) to help them make a decision on which MBA program would be best suit them, and help answer the frequently asked questions. The constant contact with the prospective students improved the relationship, and the training company could use the data acquired from their CRM (Customer Relationship Management) to see who was opening the emails, engaging with the content, and responding to the marketing strategy.
By using the information within their CRM, they could see which prospective students were more likely to enrol and so more attention was given to these students.
Step 3 – Create Buyer Personas
The second step this training organisation took was to segment their list of prospective students so they could evaluate the level of success between the various courses they were offering, and also see which countries were attracting the students who were more inclined to sign up for their training programs. This was easily set up within their CRM and reports could be pulled instantaneously from the system. They then created profiles of their ideal type of student that they wanted to attract.
Step 4 – Create Targeted Marketing Campaigns
As they already had a strong reputation within Europe, this Swiss company wanted to focus on attracting Executive MBA students from the Asian and American markets. Using insights from their CRM, they developed an engaging landing page on their website, and created a Pay Per Click (PPC) Advertising Campaign through Google Adwords and Facebook to attract the perfect type of prospective student.
Step 5 – Review the Results
While the advertising was taking place, they reviewed which keywords and specific advertisements and landing pages were attracting the most amount of students, and leading to the most sign ups of their Executive MBA programs. When the best performing keyword and advert was identified, they poured their marketing budget into that particular campaign which then produced outstanding results. This step alone provided EHL a 32% increase in inquiries by international students.
Would you like to see if this strategy could be applied to your training company?
Contact Bonnie Power on 0468 881 606 or complete the form below, and we’ll be in touch within 1 business day.