Introduction
Introduction
Anglia Ruskin University’s Business School, known as the Lord Ashcroft International Business School (LAIBS), is one of the largest business schools in the East of England.
LAIBS is renowned for offering advanced learning technologies and delivering exceptional business education, recognised by students, employers, and professional bodies alike.
With campuses in Cambridge and Chelmsford, LAIBS has nearly 100 full-time teaching staff and a diverse student body of approximately 7,200 individuals from over 100 countries.
Campaign Overview
During a comprehensive review of its courses, LAIBS identified a need to support the resulting changes with a robust communication programme.
This programme aimed to reach student applicants through multiple channels, ensuring they were well-informed and engaged with the updates. The communication strategy was designed to explain the course changes, promote further engagement via webinars or on-campus events, and reassure applicants during this period of transition.
To execute this, LAIBS partnered with Beanstalk Marketing. The goal was to reassure applicants about the changes, address any concerns, and ultimately encourage them to select LAIBS as their first or reserved university choice.
Campaign Overview
During a comprehensive review of its courses, LAIBS identified a need to support the resulting changes with a robust communication programme.
This programme aimed to reach student applicants through multiple channels, ensuring they were well-informed and engaged with the updates. The communication strategy was designed to explain the course changes, promote further engagement via webinars or on-campus events, and reassure applicants during this period of transition.
To execute this, LAIBS partnered with Beanstalk Marketing. The goal was to reassure applicants about the changes, address any concerns, and ultimately encourage them to select LAIBS as their first or reserved university choice.
The Process
The Process
Beanstalk Marketing was chosen to design and manage this multi-channel communication programme, thanks to our relevant experience and ability to deliver intelligent, cost-effective campaigns.
The process began with a collaborative briefing session between Beanstalk and LAIBS to determine the most effective communication channels for reaching student applicants. To ensure authenticity and effectiveness, Beanstalk Marketing immersed itself in LAIB’s culture and approach, allowing for genuine and impactful interactions with the students.
A telemarketer from Beanstalk’s Apprenticeship & Training team was assigned to the project to ensure they fully understood the campaign’s objectives. The team then initiated outreach, contacting a dataset of 1,200 applicants to explain the course changes and address any concerns.
In addition to the phone calls, Beanstalk’s marketing team developed a series of SMS communications and email follow-up campaigns. These served as reminders for candidates to attend applicant days and webinars. Beanstalk also provided an inbound call-handling service to address any incoming queries, offering relevant and reassuring information regarding the course changes.
Beanstalk Marketing’s collaborative effort with LAIBS yielded outstanding results. The seamless integration of Beanstalk’s team with LAIBS ensured that every need was met, demonstrating exceptional project management and attention to detail.
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Let us share our experience generating leads in your sector and provide a bespoke proposal for delivering an ROI-focused lead generation campaign.
