Queensland University of Technology (QUT) has an applied emphasis within its courses and research. With some 45,000 students, including 6,000 from overseas, and an annual budget of more than $800 million, they are positioned to grow and develop as one of Australia’s leading universities.
They are well known as ‘a university for the real world’ because of their close links with industry and their relevant teaching and applied research. Industry representatives and professionals contribute to their course development, adding an authentic and practical perspective to the theoretical education.
- Inability to connect prospects with the right information at the right time
- Lack of access and expertise to gain insights into data
- Data processes too inefficient to maintain on a daily basis
- Increased number of new opportunities through personalising online experiences
- Visits to website increased by 49% – from the 2014 school leavers campaign
- The growth of international student enrolment is increasing by 10% each year
MicroChannel Game Changers
To help transform their email marketing capabilities and data management MicroChannel recommended the IBM Silverpop Engage platform
The MicroChannel team centralised QUT’s data management and created series of web forms and automated programs and programs to capture the right data and to automate the interest in enrolment by prospective students.
Previously, QUT had issues with integrating their above the line (e.g. on campus events) and below the line (e.g. email marketing) marketing activities.
Today, QUT has integrated their in-person data capture with their Silverpop database and now have a transparent view of each individual’s engagement with the university.
“MicroChannel has allowed our team to access [our] information much easier. We now feel confident in knowing that we’re sending the right information to the right people,” notes Lyndell Murray.