Harrow College have a long and well-established history of training and education provision across Harrow and neighbouring boroughs, supporting an average of 7,500 learners at any one time.

• Generate qualified appointments with employers that have a defined Apprenticeship requirement
• Identify non-apprenticeship (professional / CPD) training requirement that the College could supply
• Provide employer feedback regarding frameworks/training not within the College’s current offering
• Build a database of contacts at local employees, that the College’s marketing department can use for other campaigns and initiatives

The training and apprenticeship market is highly competitive, with suppliers ranging from small providers through to large, well-established businesses such as Harrow College.

For Harrow College to be able to differentiate itself and get across the quality and depth of support it provides to learners and employers alike, it was essential that face-to-face appointments were generated for Harrow College’s field-based Business Development Team.

Beanstalk recommended an integrated lead generation strategy, that included telemarketing, email marketing and content marketing, using content that was already being created by Harrow College’s marketing team.

Data was sourced including names and email addresses of Senior Decision Makers, HR contacts and Departmental Heads of 5,000 local employers.

Beanstalk’s sophisticated email technology was used to deliver an ongoing email marketing programme, to share news and success stories that were written by Harrow College’s marketing team; the email technology tracked which prospects were most engaged with the content and who visited Harrow College’s website.

A telemarketer with several years’ experience of generating sales appointments for Colleges and Apprenticeship providers was assigned to Harrow College. With online access to the Business Development Team’s diaries, the telemarketer qualified leads and book a confirmed meeting date and time with the prospect, for Harrow College’s Business Development Team to meet the employer.

This combination of a telemarketer that was highly experienced in the apprenticeship sector, content and email marketing enabled the campaign to be highly effective within a matter of days, with 8 appointments generated from the first full week of telemarketing.