Following its work with HEM throughout the course of 2022, Griffith College saw a 20 percent year-of-year increase in registered learners in its spring 2023 intake for the national market.
There are always learnings to be had from other markets and HEM has provided us with valuable insights
Steven Roberts, GROUP HEAD OF MARKETING.
Griffith College: Pioneering Student Recruitment with Digital Innovation, Griffith College is the largest independent college in Ireland, with campuses in Dublin, Cork and Limerick.
“As an independent third-level institution, we place a priority on ensuring Griffith is very learner-focused and that our courses meet the demands of learners and industry,” says Steven Roberts, Group Head of Marketing and responsible for student recruitment in Ireland and the United Kingdom.
Strategic Collaboration with HEM
To optimize its marketing and recruitment efforts, the college hired HEM Educational Marketing Solutions in the spring of 2022 to help enhance its recruitment activity in the national market.Griffith uses a Hubspot CRM database to manage student information and track activity.
Griffith uses a Hubspot CRM database to manage student information and track activity.
We had a large database of contacts from Ireland and the UK in Hubspot,” says Roberts., “We wanted to conduct an audit to ensure that we were being efficient in our outreach and marketing efforts.
An important component of the project was to improve communication workflows so that potential students could move efficiently through each stage of recruitment – information, application and enrollment.
Roberts says Griffith turned to HEM to tap their expertise in higher education in different countries around the world. “We value their collegial approach and their knowledge of higher education in both Ireland and overseas. They are driven by results and analytics.”
Griffith College has about 7,000 students at its three campuses. Founded in 1974, it is celebrating its 50th anniversary this year, and is a designated educational institute of Quality and Qualifications Ireland (QQI). Griffith has students from over 100 countries. The HEM undertaking focused on the market in Ireland and the UK.
The project with HEM consisted of three parts. First, the consulting firm conducted an audit to assess the Griffith recruitment website, analyze traffic flow and measure conversions.
Secondly, HEM delivered a series of workshops to train staff to make effective use of the Hubspot CRM. This was so successful that Griffith created an online training program for its marketing department to onboard new team members.
Finally, HEM team members have been analyzing the workflow process to ensure that prospective students get relevant and engaging content as they move through the process of inquiring, being admitted and enrolling.
“Working with HEM has allowed Griffith College to significantly enhance the use of our Hubspot platform,” Roberts says.
“The dedicated workflows put in place by the HEM team ensure that we are able to market very effectively to a range of targeted audiences in the Irish market.”
A Year of Remarkable Growth
Following its work with HEM throughout the course of 2022, Griffith College saw a 20 percent year-on-year increase in registered learners in its spring 2023 intake for the national market.
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