Coventry
Coventry: Reach Prospective Students with Sophisticated, Personalised Marketing Campaigns
Coventry University partnered with Credera to reach prospective students with sophisticated and personalized marketing campaigns.
At a Glance
“Brilliant!”
Steve Humber, Chief Digital Information Officer, Coventry University Group
Reflecting the increasingly competitive and commercialised nature of higher education, Coventry University has ambitious expansion plans with a strong focus on international recruitment. Coventry is one of the UK’s top universities and is among the top 600 globally. It has around 35,000 students in the UK, and a further 16,000 studying abroad. Its student body is diverse, with more than 150 nationalities represented.
The Challenge
Creating a CRM to reach prospective students.
They needed the capability to deliver targeted marketing campaigns that would represent their world-class institution accurately
They needed a CRM solution that would allow them to remain competitive in a difficult and often crowded market
Basic CRM solution with limited scope for improvement
Imminent risk of the software provider failing to keep the system running
The Solution
Building a CRM for the future.
Remove the immediate threat of losing their CRM altogether, while creating the space to think about longer-term requirements
Build a network of non-IT ‘super-users’ means a team of experts can deal with any day-to-day problems without relying on IT support
The Results
Reduced costs and greater self-reliance for 'superusers'.
The university was able to save money with significantly reduced licensing costs
CRM users are more self-sufficient with less reliance on IT support for basic tasks
User feedback showed that live operation went well
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