Integrated Telemarketing campaign delivers an average of 1.7 qualified appointments per day for Harrow College.

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Introduction

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.

Beanstalk helped us by putting our Business Development team in front of businesses that had an immediate apprenticeship requirement that the College could fulfil.

We are pleased to have found a solution that helps promote the College to local employers, but that is also measurable, and we can demonstrate ROI from.

Head of Employer Engagement, Harrow College

The Goal

  • 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 Strategy

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.

The Results

  • 80%Of the appointments converted to customers
  • 1.7Appointments from each day’s telemarketing
  • 18 Leads from inbound enquiries

The campaign outperformed Harrow College’s expectation and was extended from an initial 6-month engagement, to an ongoing lead generation programme that ran for more than 2 years.

Beanstalk helped us by putting our Business Development team in front of businesses that had an immediate apprenticeship requirement that the College could fulfil.

Their suggestion of joining up the telemarketing with the content we were already publishing on our website was really good. There was no additional cost or work for us, and they took care of the email delivery and data management.

We are pleased to have found a solution that helps promote the College to local employers, but that is also measurable, and we can demonstrate ROI from.”

Head of Employer Engagement, Harrow College

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