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Case study: virtual events with INTO

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The pivot to online and virtual events was an unavoidable consequence of the 2020 coronavirus pandemic. Our partners at INTO embraced this switch to online events and ensured they were still able to interact with students and answer their questions. Our platform helped them do that - as well as being a great place for conversations to continue after an event.

 

At-a-glance results

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Across the summer of 2020, INTO engaged with more than 600 individual students as a direct result of their virtual events.

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Staff ambassadors produced over 500 pieces of content in preparation for the events, showcasing life at different campuses, the surrounding cities, as well as videos introducing themselves.

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Almost 15,000 messages were exchanged and over 400 FAQs were answered through our platform.

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The challenge

 

With travel options at best limited and generally not available at all during the summer of 2020, INTO had to transition to virtual events to allow their recruitment activities to continue - after all, prospective students still had plenty of burning questions they wanted answering!

So, taking the events online is exactly what they did. These events have meant that, despite the travel bans put in place on recruitment staff due to COVID-19, INTO has still been able to connect with both new prospective students and also offer holders to promote their various centres. Especially in the case of new prospective students, these are new leads that would have otherwise gone missed

They used a single TAP account to orchestrate a number of virtual events, each of them tailored for a specific purpose and market, while promotion of events have included paid social ads, email campaigns and social media campaigns such as the following:

 

Why TAP?

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Direct conversations: Our chat feature allowed for authentic conversations between prospective students and ambassadors. These conversations helped ensure prospects could find answers to their questions and make confident decisions about their future.

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Content groups: Not only were these a great way for admins to commission and collect content from ambassadors, but all INTO centres were using them as 'Whatsapp group replacements' for each centre so they could manage the day, but also stay in touch with each other during the event all through a single platform.

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Comprehensive reporting: Thanks to the reporting functionality in the dashboard, INTO was then able to identify a number of things such as; which markets engaged the most and at what time of the day to then help with the planning of future events: where exactly did a prospective student come from in terms of promotion and therefore which promotion avenues were worth investing more effort/time into, and; were they a prospective student or an applicant?

Results

 

Over the course of the summer (June-Aug) and through to mid-Sept, INTO engaged with over 600 students as a result of just a handful of virtual events.

400 of these students came from two Virtual Recruitment Fairs that the INTO team ran, one specifically for their US centres and one for the UK centres - both events looked at targeting a global market.

As a direct result of promotion of these Virtual Recruitment Fair events and then during and immediately after, there were hundreds of digital applications submitted to INTO.

Most events predominantly featured Staff Ambassadors - these staff produced over 500 pieces of content in preparation for the events, showcasing life at different campuses, the surrounding cities, as well as videos introducing themselves.

Over a dozen different languages were supported by the different Ambassadors available to speak, which meant that the events really have catered to their global audiences.

Almost 15,000 messages were exchanged and over 400 FAQs were answered through our platform.

“We were delighted with the success of these virtual recruitment events. As ever, TAP moved swiftly to help us put these in place, including technical support and additional training for new ambassadors.

“Based on the success of these events, and as COVID-19 continues to restrict face-to-face recruitment, we have now had requests from across the organisation to use the platform in ever more creative ways.

“We love the way that TAP are an extended part of our team, listening to feedback and taking it on board for future product development and constantly improving the platform.”

 

Laurence Bresh, VP Global Digital Marketing, INTO

Find out more

 

If you’d like to see how we can help you maximise your virtual events, why not book a demo of our platform to see how we can help?

 

We’re also currently offering a period of three months’ free usage of all our features to give you time to get to know us and our platform better, and see what difference it can make to your recruitment efforts.

 

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