Problem Summary

As an online program management provider Pearson managed student recruitment and retention for several high profile non-profit universities. These students would at times fall out of contact during the recruitment process, or stop attending courses after enrollment. The volume of students, programs, and schools presented an opportunity to re-imagine digital communications, modernize, and automate to deliver a great consumer and partner experience. This process took place over a year, and spanned 40 universities, 300+ programs, and 300+ sales and marketing employees.

Action Plan

Start with why. Understood student non-contact reasons, as well as sales and marketing processes for reengagement and communication.

Ideation. Re-mapped contact touchpoints, with the integration of conversational AI software, and the redevelopment of CRM interfaces for managing new contact plans. Unified strategies for AI, SMS, mass and personal email, phone, and social media engagement in omni-channel transformation.

Test. Implemented pilot for old lead records, resulting in significant increase in reengagement and reenrollment.

Iterate. Added programs, functions, schools, and AI conversations. Layered in other omni-channel tools. Automated all touchpoints and tasks for sales and marketing staff.

Outcome

Restructured daily business practices of 300+ people

Generated $50M in new, reoccurring annual revenue

Reduced FTE headcount by 50% for digital comms team.