Overview
Americans owe over $1.4 trillion in student loans, and today, the average college student graduates with more than $32,000 in debt. Education at Work wants to make that a thing of the past.
The non-profit organization partners with universities to establish business process outsourcing centers that hire students to provide a range of customer and technical support services. In return, students receive wages, tuition assistance, and training that helps them secure full-time employment when they graduate.
Challenge
Megan Bowling, Education at Work’s Senior Manager of Client Partner Development, develops strategies that show executives who need part-time workers the value of utilizing a collegiate workforce. And like most marketers, she wants data to drive her decisions, but has little time to get it.
“I lead our inside sales, write copy, and develop Act-On programs that use a range of content to nurture prospects” Megan said. “We’re running more than ten different drip campaigns segmented by industry and persona, and I want to track and optimize all of them.”
Solution
Act-On’s Engagement Insights has made this incredibly simple. With just one click, Megan leverages the power of Act-On’s Data Studio to export campaign performance results into pre-configured Excel templates. The reports, which she can just as easily publish in Google Sheets, allow her and her team of eight to easily review the effectiveness of their programs.
“Engagement Insights aggregates important data about our emails, forms, media assets, and landing pages so we can quickly see what’s working and what’s not,” Megan said. “We use that knowledge to increase the impact of our campaigns.”
The team’s success has been immediate and dramatic. When they discovered a powerful case study on their website was underperforming, they changed its placement to make it more visible. That decision helped their media and form conversion rate increase from 6.7% to more than 40% in just two months.
Engagement Insights has also fueled significant gains in other channels. When reports revealed that certain subject lines were getting better open rates, the team began using them in other client prospecting emails, which increased open rates for those emails by 10%. “Engagement Insights has streamlined our entire optimization process,” Megan said.
Results
Tanya Gantzer, Education at Work’s Senior Vice President of Client, University and Marketing Development, agrees. “Engagement Insights makes it easy for me, my team, and other Education at Work executives to evaluate our marketing efforts and measure ROI,” she said. “The reports help us better understand our audience and identify ways we can deliver greater value. They’re concise, straightforward, and comprehensive – just what we need.”
Education at Work has awarded nearly $20 million in tax-free tuition assistance and wages to students in just five years, and Megan is confident Engagement Insights will help drive their future growth. “Engagement Insights offers us unlimited potential for expanding our marketing programs in ways we know will succeed,” she said.
