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Case study

Offer holder conversion

With The University of Adelaide

Over the past few months we've seen our Australian partners achieve great success by harnessing the power of XCM via our platform, including the University of Adelaide.

Adelaide’s fantastic student ambassadors, and equally brilliant admin team, have worked hard to build powerful peer relationships with prospects and offer holders, share authentic FAQ answers, and generate amazing user-generated content. The results have been exceptional. Keep reading to find out more.

The University of Adelaide

 

66% conversion to acceptance rate
(4x norm)

The challenge

The team at Adelaide quickly understood the value of XCM and what sort of a positive impact it could have on their recruitment strategy, by allowing their student ambassadors to build peer relationships with prospects and offer holders.

The particular use case Adelaide partnered with us on was for conversion of their international offer holders. TAP provided them with a way to connect their amazing international student ambassadors with their international offer holders.

Adelaide’s admins were able to connect their offer holders with relevant student ambassadors through incredibly effective email campaigns. Offer holders were sent emails with personalized links taking them straight to the student ambassador that was their best match based on their country, course interests etc. The conversations began from there.

They started with a team of 11 ambassadors, who represented five different countries and eight courses.

chat

Direct conversations

Our Chat feature allowed for authentic, peer-to-peer conversations between prospects and Adelaide’s student ambassadors. These conversations helped answer burning questions, inform students’ decision making, and give them the confidence to make the best decision about their future.

UGC

Easy user-generated content

Our Content feature made requesting, creating, and publishing user-generated content incredibly easy and really brought their TAP Feed to life with fantastic content showing off what Adelaide is really like.

Shield

Safeguarding by design

Our ‘safeguarding by design’ approach to building our platform, with in-built checks and alerts, offered a safe space for conversations to take place and reflected Adelaide’s passion for safeguarding.

Results

The university achieved a 66% conversion to acceptance rate for offer holders who engaged with their TAP Feed.

More than 400 students from 59 different countries engaged with the ambassadors through TAP during their conversion period and exchanged almost 12,000 messages.

The team involved were shortlisted for an internal university award for their brilliant customer service work delivered through TAP.

Earlier this year, Adelaide's Customer Experience Manager Dan Powell talked to us about why they chose TAP, what benefits they've seen from it, and why XCM and peer-to-peer conversations are so important to their recruitment strategy:

 

“TAP has certainly got a unique value proposition and an opportunity to connect up students over a digital medium and really open up conversations that might be difficult to replicate with staff in your institution."

 

Dan Powell
Customer Experience Manager
The University of Adelaide

Impact

The ambassadors have been fantastic. They developed strong working relationships with prospective students and maintained long, high-quality conversations; many of which spanned multiple months throughout the conversion period. 

Once offers were accepted, Adelaide did not stop there. They went a step further and hosted an event at the start of March called ‘Meet Your Student Ambassador’ where they connected the new students who had engaged through TAP with their ambassadors. It was a lovely way to round off a brilliant conversion period and allow for some valuable, real-world networking at a university-organised event. 

The International Team’s use of TAP has been such a success that Adelaide has now brought their Domestic Team onto the platform too, connecting key home markets with their local ambassadors.

If you’d like to find out more about how we can help you tell prospects what it's really like to be part of your institution then why not book a demo of The Ambassador Platform?

Ready when you are!