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Case study

Widening participation and outreach

With The University of Queensland

Widening participation and outreach is a key challenge for most universities around the world. It’s no different for The University of Queensland (UQ) in Australia.

The Brisbane based institution partnered with us to see if they could use our platform to make an impact on audiences that are traditionally hard for them to reach.

The University of Queensland

 

1,582 prospects engaged with UQ in just over three months

 

The challenge

Making an impact on traditionally hard-to-reach markets is something universities are always battling, and it is no different for UQ.

To help address this and give them a better understanding about how to reach those tricky audiences, particularly non-school leavers, they put faith in the power of XCM and partnered with us for a three-and-a-half month trial project.

During this trial, UQ included a widget on their course program and study pages only, intentionally keeping it off their high traffic pages, such as medicine. These widgets gave their prospects a direct link to the profiles of the university's ambassadors where they could start a chat conversation and answer all of those burning questions about life at UQ.

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Direct conversations

Our Chat feature allowed for authentic conversations between prospective students and ambassadors. These conversations helped ensure prospects could find answers to their questions and make confident decisions about their future.

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Safeguarding by design

Our ‘safeguarding by design’ approach to building our platform, with in-built checks and alerts, offered a safe space for conversation and reflected UQ’s focus for safeguarding.

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A passion for WP and Outreach

We share their passion for widening participation and outreach. One of our co-founders has first-hand experience of working in widening participation to higher education. Our work in this area reflects our company mission and it aligned with the goals of UQ.

Results

During the trial period of 1 July-12 October 2020 1,582 prospects engaged with UQ.

Of these, 195 currently have QTAC first preferences at UQ. 106 postgraduate applications were also made. This means 19% of prospects who engaged with UQ via TAP went on to apply to study there.

From the 195 QTAC first preferences 109 (56%) of them were for non-school leavers, a market that UQ has traditionally found hard to reach.

“What I love about TAP is its versatility both in terms of applications and the audiences it helps and has helped UQ reach. From peer to peer chats to conversations between staff and prospects, from targeted campaigns to ‘always on’ solutions, from postgraduate recruitment to outreach engagement, TAP is as simple and authentic as it is effective across a multitude of market segments and cohorts. TAP has turbo-charged our recruitment capability while elevating the student experience by facilitating open, genuine, and truly transparent conversations with our ambassadors, alumni, and staff.”



Luca Cella
Head of Future Students
The University of Queensland

Impact

This trial has shown that non-school leavers do want to study at UQ and really value being able to enquire, start a conversation with ambassadors and, ultimately, apply.

TAP proved to be a key channel for those students who are too time poor or live too far away to attend traditional open days, career expos and fairs, or who UQ usually meet during our school visits.

The trial also highlighted the interest in studying for a postgraduate degree with UQ. It shows real potential for even more work in the future.

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!