Marketing Automation for Schools

Date

July - 2023

Client

Vibgyor High, Pune

Client Profile

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Industry

Education (K-12 Schools)

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Company Size

200+ employees

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Target Audience

Parents of school-aged children (ages 3–16) seeking high-quality education in Pune

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Geographic Target

Primarily Pune, with interest from families relocating from other cities or countries

Problem Statement

Vibgyor High, one of the reputed K-12 schools in Pune, faced challenges managing high inquiries during the admission season. Their website, although informative, lacked an interactive mechanism to address parent queries in real-time. The school sought to implement a website chatbot to automate inquiry handling, collect parent details, and provide instant responses to common questions.

Business Goals

1. Simplify the inquiry process for parents visiting the school’s website

2. Automate lead collection and nurture prospective families

3. Improve response time and engagement with prospective parents

Challenges

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High Volume of Inquiries

Managing inquiries manually strained the admissions team, especially during peak admission periods.

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Delayed Response Time

Parents often sought immediate answers, and delayed responses reduced engagement.

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Low Conversion Rates

The lack of a structured system to nurture inquiries resulted in lower conversions to school visits or enrollments.

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Information Overload

Parents struggled to navigate the website to find answers to specific questions about fees, facilities, or admission criteria.

Strategy and Tactics

A website chatbot was integrated to automate lead generation, respond to inquiries, and guide parents through admission.

Services Provided

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Custom Chatbot Integration

A user-friendly chatbot was developed and integrated into one of the popular schools like Vibgyor High’s website to handle frequently asked questions about admissions, fees, facilities, and curriculum.

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Lead Capture Automation

The chatbot collected essential details from parents, including the child’s age, grade of interest, and contact information. All leads were automatically stored in the schools CRM for follow-up.

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Real-Time Engagement

The chatbot provided instant responses, eliminating query resolution delays. For complex queries, it directed parents to schedule a call or school visit with the admissions team.

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Behavioral Insights

Parent interactions with the chatbot were tracked to identify common queries and concerns. This data was used to refine messaging and optimize the chatbot’s performance.

Tools and Technologies

Managed Chatbot

For developing and deploying the interactive chatbot on the website.

HubSpot CRM

To store and manage lead data collected via the chatbot.

Google Analytics

To monitor chatbot usage, user behavior, and conversion rates.

Zapier

For designing and automating email marketing campaigns.

Results & Metrics

Lead Generation Growth

Increased lead volume by 40% during the admission season through automated inquiries.

Improved Response Times

Reduced average response time from 24 hours to under 1 minute for frequently asked questions.

Higher Conversion Rates

Traffic to the website increased by 60%, with a significant portion coming from organic search and local SEO efforts.

Enhanced User Experience:

Over 85% of parents using the chatbot reported finding answers to their questions quickly and easily.

Before & After Comparisons

Metric

Before

After

Monthly Website Inquiries

200

280

Average Response Time

24 hours

 < 1 minute

Inquiry-to-School Visit Rate

25%

32.5%

Parent Satisfaction Rate

NA

85%+

Quote
Admissions Manager,
Vibgyor High

Conclusion

By implementing a marketing automation chatbot, one of the popular schools like Vibgyor High transformed its inquiry management process. The chatbot not only streamlined lead capture and response times but also improved parent engagement and satisfaction. With higher conversion rates from inquiries to school visits, the school strengthened its position as a leading K-12 institution in Pune.

Want to automate inquiries and improve client engagement?

Contact us today for chatbot solutions!