ENZ’s lead collection program was tremendously successful. In less than a year, they signed up approximately 110,000 new leads, exceeding their high-end target by nearly 10%. Many of the leads were highly qualified and valuable, with prospects expressing interest in Master’s degree and multi-year professional programs. The addition of the My StudyNZ members area to StudyInNewZealand delivered more than 18,000 registrations, bringing in an average of 1,523 new users per month. These highly committed prospects turned out to be the best conversion candidates, driving eventual enrollment more than any other channel.
“Marketo Engage was a game-changer, helping us build a database of leads that will add $114 million in student value to New Zealand’s economy,” says Howden. “Our lead collection program and marketing activity cost $12 million, delivering a 9:1 return on investment.”
For the first time, 10% of new student visas for all of New Zealand are coming from ENZ’s target locations in India, a milestone for the organization. ENZ’s recent Ask New Anything Global campaign has seen a 51% open rate and a 28% click-to-open rate. The chatbot “Tohu” integrates with Marketo Engage via API, allowing ENZ to link to specific Q&As within the bot in their outbound emails. ENZ’s educational partners benefit as well, saving time and increasing conversions.
“Our first mover API CRM partner is saving three minutes per lead and seeing 10% conversion to starting an application and 5% conversion to completed,” says Howden. “This is on a purchase of up to $120,000 over a three-year university degree. We’ve also seen an 814% year-over-year increase in our attributable visa conversion.”