Varsity College - Lead Capture and Student Engagement

When partnering with the leading private tertiary education provider in South Africa, we were constantly challenged to find innovative and engaging ways to secure new leads and drive student enrolment. On this client, I led the account and was their Digital Strategist, covering digital media, development, and social media content creation. Through our demonstrated success on this account, we were able to be truly innovative with our delivery and exceed the client’s KPIs, resulting in a growth in retainer.

Varsity College - Creation of AI Bots.

A common issue raised by potential students was the inability to talk to a sales consultant outside of office hours.

We set ourselves the challenge to find new ways to “talk” to our customers when it suited them, not only on the website, but also via Facebook.

We developed a set of themed AI Bots who could not only answer questions after hours but actually fill out a student's online application form. The leads captured through the Facebook AI Bots drove new leads and increased student engagement.

For this campaign, we not only created the characters but developed unique personas and language for each AI Bot so that they would be more engaging to our target audience and would drive the students to stay engaged and complete a traditionally long application form.

Varsity College - A small change with huge results

How do we convert the huge amount of traffic to the Varsity College website as more and more students go mobile?

We developed the no airtime “Call Me Back” button. Students filled in a simple, two field form and Varsity College would call them back to convert them