13 November 2019 at 9:00 am

Massey and Education New Zealand collaborate on digital marketing service

Massey is already seeing the benefits of ENZ’s Enrolment Opportunities Service (EOS), launched in August.

How prospective students interact with a New Zealand provider before they enrol can make all the difference, when it comes to whether or not a student makes the leap. EOS is a digital tool, managed by ENZ, that has the potential to improve this process significantly.

EOS involves digitally linking up ENZ’s student-facing marketing platforms that provide tailored information about New Zealand with students offshore – such as www.studyinnewzealand.govt.nz, and Massey’s international student Customer Relationship Management (CRM) system. It works by sharing students’ interest in Massey (with their permission), with the university, allowing the Massey team to begin engaging with them through their own marketing processes.

This service benefits both ENZ and Massey: Massey receives leads that ENZ has generated, and ENZ can keep an eye on students to help better understand what marketing activities generate applications that are the best fit for New Zealand.

Massey Manager of International Marketing and Communications, Rachel O’Connor, estimates that the EOS saves about three minutes’ work on each prospective student. In just two months, that’s added up to just over 32 hours of her team’s time.

“We’re improving our understanding of our students’ digital journey through seamless integration, improved automation and better reporting,” she says. “I love the fact that we can actually see things like the most popular courses, markets and demographics.”

Of the prospective students ENZ has shared with Massey, 10 percent have started the enrolment process, and five percent have completed their application.

EOS has been 18 months in the making – and its development has been a collaborative effort between ENZ, ENZ’s data partner SpeakData and Massey.

ENZ Director Marketing Platforms and Campaigns, Euan Howden, says Massey saw the potential of the EOS pilot early.

“The completed project is an excellent example of the value to be gained from partnerships – we’re already working on connecting more institutions to the EOS.”

The EOS is currently available to all universities and some larger PTEs – and ENZ is looking at how it can also be of benefit to other parts of the sector such as schools and ITPs. Once the service has been fully established, ENZ will give further updates on its performance and rollout.

If you would like to learn how your institution could use the service, please contact ebd@enz.govt.nz.

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