A lesson in communicating valueA social listening research initiative
House of Kaizen tracked all conversation from students talking about the possibility of attending Cass over a 13 month period from August 2011 – August 2012. The results were surprising.
Cass Business School wanted to fully understand the concerns and the consideration process of their audience of prospective students. They aimed to add value to the student experience by engaging with them on a reactive basis and ad-hoc basis. They had to find a key driver to convert prospects into confirmed students.
- Create a monthly content strategy for Cass’ messaging based on student conversation
- Define when they need to be talking to different degree students during the year
- Strategise how they can use social media to better utilise open day opportunities
- Keep prospective students warm in the 9 month period when students make the final decision for which university to attend
How We Did It
House of Kaizen ran a social listening research project which tracked all conversation from students talking about the possibility of attending Cass over a 13 month period from August 2011 – August 2012. Conversation was segmented out to analyse the key anxieties students had about attending Cass, what degrees and courses they were talking about and the competitor universities students were benchmarking Cass against.
- 64% of all student conversation occurred on Thestudentroom.co.uk, making it the key site for Cass to be proactively engaging with students on.
- 35% of positive sentiment referenced career prospects from a Cass degree, whilst 60% of the negative sentiment referenced the price of a Cass degree. Knowing this meant that Cass could alter marketing accordingly to show value in their degrees
- Overseas universities made up 61% of all competitor mentions, validating the belief that Cass marketing should extend globally, rather than focusing on the UK.
- Part of the strategy from the analysis was to build a hub site for prospective students to engage and create a sense of community for the students before they make their final decisions on which university to acceptance.
Why House of Kaizen
Our deep understanding of online behavioural engagement helped us create custom strategy that sparked social sharing by prospect students and create buzz for the various career options after obtaining a degree from Cass. Our decade plus of knowledge observing and analysing Word of Mouth online gave us the insight and belief that Cass needed extended their marketing globally.
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