Case Study - SAE Creative Media Institute
In Australia, SAE provides courses to more than 2,700 students across 6 campuses in Brisbane, Byron Bay, Sydney, Melbourne, Adelaide, and Perth.
SAE offers government accredited courses including certificates, diplomas, bachelor degrees, and postgraduate programs.
The decision-making process of selecting the right school is a complex one. That means that the customer journey can be long with multiple touch points, and therefore hard to track.
SAE INSTITUTE AUSTRALIA
at a glance
- Founded in 1976
- 6 campuses across Australia in Melbourne, Sydney, Brisbane, Perth, Adelaide and Byron Bay.
- More than 2,700 Students
“We now have a clearer picture of the customer journey from first interaction all the way to enrolment. This has helped us reallocate budgets to our best performing channels and decrease cost per opportunity and cost per enrolment.”
Lee Aitken, SAE General Manager Australasia
At first, customer journeys were analysed and optimised based on form submissions
By combining data from the email marketing platform, the CRM system and the existing customer journeys, it became possible to take action on business outcomes rather than just form fills.
With a better understanding of the customer journey, SAE has been able to optimise their lead generation strategy to drive more high-quality leads that convert into enrolments. Instead of sitting on a high volume of potential leads, which might never convert.
When potential students come to SAE’s website or landing pages, the Institute’s marketing team is able to see what channel they came from (organic, paid, social, etc) and what pages they viewed.
Bottom line: SAE can now see the value that each marketing touchpoint is having on their overall business revenue and growth. As a result, they have grown lead volume by over 25% year on year while reducing cost per enrolment by 22%.
- Measured cost per enrolment and opportunity accurately for the first time
- The cost per enrolment was reduced by 22%
- Minimised unprofitable campaigns and increased profitable campaigns across channels
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