UNIVERSITY OF SOUTH AUSTRALIA
REIMAGINING TRADITIONAL EDUCATION SALES AS PERSONALISED HYBRID EVENT LED STUDENT RECRUITMENT EXPERIENCE
The University of South Australia (UniSA) is Australia’s University of Enterprise on the global stage, agile and astute, known for relevance, equity and excellence. Educating and preparing global learners from all backgrounds, instilling professional skills and knowledge, and capacity and drive for lifelong learning. Undertaking research that is inspired by global challenges and opportunities, UniSA delivers economic and social benefits, and which in turn informs teaching.
COVID 19 brought disruption to the tertiary education sector in 2020. Revenue streams and traditional business models, including international students, were impacted, requiring many Australian universities to pivot their approach. Faced with the reduced ability to reach students in-person, the need for digital solutions became key.
UniSA already had learnt a lot from its previous online expos and from earlier Open Days trials. In 2020, the University could clearly see students looking to engage in different ways and knew they could create a better customer experience. In the past the University has experienced all the common problems, ranging from mobile usability issues to device incompatibility. Collaboration such as Chat and Q&A functionality had limitations, and users weren’t automatically directed to active live webinar sessions. Staff also spent a lot of time with very manual registration management processes and with reporting limitations, such as not being able to follow-up with students adequately.
UniSA wanted to take a data driven approach to deliver an experience that would resonate with students. This included hosting a series of events across its calendar. Events are integral to the prospective student recruitment process. They have historically generated new sales leads and they allow the University to showcase its offerings and facilities, often providing a one-to-one personalised approach.
To do this, Sudo Roux designed and implemented a hybrid events platform that had the potential to scale across domestic, international, and online students, while also complementing the Universities existing tech stack.
Our design used Optimizely’s Content Cloud, Commerce Cloud and Intelligence Cloud, a solution was implemented fast - with deployment in less than two months. This involved over a thousand assets and 350 web pages, a suite of 60 new videos, 25 webinars, 155 campus and facilities tours and 51 study booths.
The solution included features such as language translation capability, advanced analytics and reporting, and integration with Oracle CRM and Eloqua (marketing automation). There was no limit on online attendance, with virtual events easily scalable to large groups.
The Open Day virtual and physical events were a huge success - with authenticated bookings up 50% on the previous year - matching the expectations of students and providing an engaging and informative experience.
The solution has also helped UniSA staff understand and segment students and learn from their interests.
- Optimizely DXP
- Oracle CRM
- Vimeo Livestream