Utilizing Nurture Marketing to Recruit Students:

Vancouver Island University's Success Story

Responding to your leads in an effective and timely manner is critical if you want to build a relationship with prospective students and boost overall applications. The minute a student requests information from your school, the clock is on for you to respond. If you aren’t responding to your leads within 24 hours, you need to know that other schools are. 

Here is a case study from our work with Vancouver Island University.

The Nurture Marketing Strategy

With Nurture Marketing, interested prospects start to receive a series of emails almost immediately after becoming a lead. Each email is spaced 4-10 days apart, allowing schools to nurture prospective students into eventual applicants.

Vancouver Island University Nurture Campaign

Objective

To recruit students for any undergraduate program.

Target Audience

Any leads coming from the SchoolFinder platform.

Method

Using nurture marketing, we targeted all leads and sent 4 emails each spaced 4 days apart.

Email 1: Introduction

Subject Line

Alex, thanks for your interest in Vancouver Island University!

Preheader

Learn more about why VIU is for you!

students reached

%

unique open rate

students engaged

This response is sent to students within 24 hours of their request. By using a personalized subject line and preheader, we were able to achieve a high open rate and engage students.

Emails 2-3: Introducing Programs and Financial Aid

The next two emails introduced students to the variety of program options for undergraduate students as well as financial aid options. With more and more students concerned about funding their education, the “free tuition” call-to-action (CTA) was a great way to boost engagement. 

Email 2

students reached

%

unique open rate

students engaged

Email 3

students reached

%

unique open rate

students engaged

Email 4: The Application Push

Subject Line

Alex, apply to Vancouver Island University today!

Preheader

Join us at VIU! Applications for Fall 2021 admission are now open.

students reached

%

unique open rate

students engaged

By the time students had received this fourth email, they were familiar with the university’s program offerings, funding options, and more. Each email also included a recruiter’s name and signature, which helped generate interest by encouraging advising appointments and one-on-one chats.

This email employed a hard call-to-action: Apply Now. This was a success, as the campaign resulted in applications. 

Results

As of June 6, 2021

students from the campaign applied to VIU for Fall 2021

Have questions about any of the data presented here or wondering how your institution can utilize Nurture Marketing?

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