“When we learnt about the user-generated content feature of the platform, we knew
we had to transition platforms so our ambassadors could truly shine.”
The University of South Australia is an enterprising, inclusive university that seeks to continually improve the quality of engagement with its prospective international students. After implementing an alternative peer-to-peer technology in 2019, the University looked to augment the reach of their International Student Ambassadors, to maximize the impact of their well-established student ambassador program.
The University’s international team had been leveraging the skills, experience and knowledge of their ambassadors for years, and had effectively embedded them in their recruitment funnel, especially at the offer-to-accept conversion stage. The Ambassador Platform was both the perfect tool to bridge the insight gap and an upgrade on the technology the University utilized previously.
“Compared to 2021, our offer holder conversion rate increased by 3 percentage points,
which is equivalent to a 26% increase in offers accepted.”
The University of South Australia had already established a connection between their ambassadors and prospective international students. The challenge was taking that engagement to the next level, and the platform’s user-generated content feature provided the perfect opportunity to do just that. Through this feature, ambassadors are able to showcase the unique Adelaide lifestyle and the true University of South Australia experience in a meaningful, authentic and relatable way. Sharing all content on social media was the natural next step; after all, 82% of all prospective students initiate their interactions with a university on social media.
The International team wanted to be able to report on the incredible work their ambassadors were doing for them. The AI-enabled reports and insights gave them the ability and opportunity to measure all engagement along the funnel, and most importantly, ROI on their ambassador initiatives. While the prospect insights help inform the University’s recruitment and conversion strategies, the trends insights help shape their marketing messaging to include topics and themes prospective students are interested in.
"The University had already established a connection between their ambassadors and prospective international students. The challenge was taking that engagement to the next level, and the platform’s user-generated content feature provided the perfect opportunity to do just that”
In their first eight months working with The Ambassador Platform, the incredibly engaged and inspired UniSA Ambassadors:
- Created over 150 pieces of content to provide a unique and authentic insight into life at UniSA and what it means to live in Adelaide.
- Over 600 prospects from 66 countries have engaged in quality, authentic peer-to-peer conversations in their first eight months on the platform.
- 11,277 messages have been exchanged between prospects and ambassadors about student life, courses, learning experience, Adelaide city and much more.
- Their offer holder conversion rate increased by 3 percentage points from 11.73% to 14.75% since switching their peer-to-peer solution to The Ambassador Platform. That translates into a 26% increase in offers accepted.
Deputy Director: International
University of South Australia