Challenge
A private university wanted to encourage interested parties to apply for studies. Traditional recruitment methods—education fairs, leaflets, and general media campaigns—were yielding increasingly poor results. In addition, the recruitment process was chaotic – candidates received impersonal emails, brought only some of the required documents, or filled out their applications incorrectly.
The university chose iPresso to implement a comprehensive marketing campaign based on automation and personalization of communication with potential students.
Action
- Segmentation of candidates by interests
The system automatically divided candidates into groups based on their activity on the website. Each group received personalized communication with study recommendations. - Multi-stage communication
The university created a scenario in which candidates entered a 6-week communication sequence: presentation of the field of study, stories of graduates, virtual open days, information about career prospects, details of the recruitment process, and a final CTA to submit an application. Each message contained detailed instructions on what to do to qualify for the program. - Retargeting
The system identified candidates who had started the application process but had not completed it. They received personalized reminders about the deadlines for completing each stage of the recruitment process. - Additional information after submitting an application
After applying, candidates received links to the most important pages, such as: Dean's Office, First Steps, Contact, Class Schedule.
Results
- The number of applications for studies increased by 21%.
- 13% more candidates opened emails.
- The time spent on candidate and student support was reduced by 16%.
