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Online Student Community
A leading Canadian College utilizes web 2.0 technology to target online student application dialogue to increase admission conversion rates.
Situation
The client, a leading College in the Greater Toronto Area, faced issue of being viewed as "boring" and "staid" by the digital youth. These attitudes were translating into low admission rates and higher drop outs clearly indicating that the College was not "connecting" to its prospective customers. In addition, due to the student application process in Ontario, the College often lost top-of-mind status with its prospective students after the point of application when the communication with students is assumed by the application board. 
Solution
The client approached dthree with an objective to evolve their communication with students to reflect current preferences for email, web and text communication and support their efforts to target the right prospective student at the right time. They also wanted to build an online community in order to continue its dialogue with students throughout the application process to increase conversion rates.
The following IntelliMaxx modules were deployed:
IntelliMaxxTM Online Community Builder
IntelliMaxxTM Customer Interaction Management
IntelliMaxxTM Multi-Channel Analytics and Optimization
IntelliMaxxTM Customer Data Integration and Intelligence
With these IntelliMaxx modules, the client is in the process of:
- Utilizing a robust Content Management System
- Improving workflow management.
- Run blogs, wikis and forums so that prospective students could interact with faculty members and make a personal connection with professors in their prospective program.
- Enabling prospective students to request information and for the College to build and deploy a personalized communication strategy for each prospect, regardless of where they were in their "purchase" cycle.
Results
The client is poised to be one of the first post-secondary institution in North America to utilize Web 2.0 in the recruitment of students.
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