Choosing an educational program can be an overwhelming process. It not only involves selecting a course of study, but also comparing schools and their costs. The educational consultants at Australian Training Colleges (ATC) work with prospective students to help them choose the best program that meets their interests and career aspirations.
ATC’s consultants are skilled educational experts because they must know about the minute details of each school’s courses, application requirements, costs and potential career implications. To best help students make the right course selections, ATC’s recruitment team needed an efficient way to record prospective student’s personal interests and career goals. In addition, the marketing team had ambitions to generate between 500-600 direct inquiries per week in order for the sales organization to hit their recruitment and company growth targets.
Reducing Inefficiency of Multiple SystemsWhen ATC hired Tennille Wosik as Marketing Director, her first responsibility was solving the issue of multiple technology inefficiencies throughout the organization. The sales and marketing teams were using a variety of outdated and point solutions to run their sales recruitment efforts. Having multiple disparate tools caused major inefficiencies that often led to inaccurate reporting on lead flow, sales forecasting and revenue projections. The crux of this problem was due to the fact that ATC's reporting was done manually by using Excel spreadsheets to show marketing and sales data. Another major instigator for Tenille was when she also discovered that ATC’s courses and online products were not being showcased properly, nor creatively, on the website.
At first attempt, Tennille sought after two different technology solutions to solve the issues faced by both the sales and marketing teams. However, after thorough research on tools available in the marketplace, she found HubSpot. The biggest selling point, she quickly realized, was that by using HubSpot, ATC would benefit from a singular, fully integrated system that could impact their entire business.
Attracting Students through Inbound