- Case Studies
“StudyTrips was founded in 1991. We offer purpose-built study trips for
schools, colleges and universities and typically work with around 500 or so institutions each
year. We currently have around 30 full-time and part-time staff.”
“Up until we started using Campus, we relied on two types of marketing. We
used MailChimp for generating campaigns to our own database, and when we needed an injection of
new leads we would also run more extensive marketing campaigns to teachers through external
education marketing agencies.
In terms of those campaigns we would run through an external agency, the
number of responses we would generate was pretty good but the quality of those leads was poor.
So, effectively, we would get a lot of responses but because the campaigns were very broad
(typically the same content to teachers of all different subjects) the responses we would get
back were too vague to result in agood return on investment.”
CAMPUS WITH DIRECT TEACHER EMAILS
“We realised the segmentation of the data for those campaigns wasn’t
strong enough for us to generate high conversions and the reason we were interested in Campus was
because it gave us the opportunity to send smaller, far more targeted campaigns direct to the
inboxes of specific teachers working in specific types of establishment.
When I saw Campus in action I realised that this was the tool we needed to
create those highly segmented campaigns, in fact it gave us the ability to segment to an even
greater extent than we could with our own data. This has enabled us to create a marketing
strategy that engages teachers with subject-specific content, rather than the generic themes of
the past, and we now have a really clear marketing plan of what activity we are going to run
each month, who we’re sending it to, and what the purpose of each campaign is.”
“The move away from the scattergun approach and towards much more targeted
campaigns has meant that we’re maybe not seeing the quantity of responses that we used to, but
the quality has been so much higher and we’ve been able to focus our time on leads that we have a
really good chance of converting.
So far, after just a handful of months, we’ve seen an increase of 20% in
terms of qualified sales leads and we can attribute this increase directly to our Campus
campaigns (and maybe more that have come through telephone enquiries but unfortunately we can’t
track those at the moment). The majority of these leads are from schools that are new to us so
they’re really valuable to us in terms of growing our sales and brand recognition.
So far we’ve converted 18% of new sales leads and we have a significant
pipeline of further live leads in the system which I anticipate will increase our conversion
rate to 20%. This is all new business generated directly from campaigns sent through Campus,
business which I don’t think we would have received had we continued with our previous
scattergun marketing through external agencies.
The support we’ve received from Sprint has been brilliant and we are really
excited about the future.”