Published on 13 May 2013
“ With IBM we are revolutionising the way we market ourselves to prospective students...From what we have seen already, the IBM technology has the potential to increase our admissions by 20 percent. ”
Judith Abbott, Director of Finance and Resources, Harrow College
For each and every educational institution in the UK, the pressure to attract prospective learners has never been more intense. Annual higher education admissions across the country fell by 8.9 percent on average in the 2012/13 academic year1. With further education colleges facing increasing competition from a wider range of educational establishments and with overall budgets tightening, every institution must work smarter to remain competitive.
With students challenging the value of education, increasing competition and squeezed budgets, marketing must integrate across digital and manual channels to deliver the best results.
Using a suite of digital analytics and marketing solutions from IBM, the college can gain a single view of potential learners, and use data to target visitors with personalised advertisements.
Unprecedented insight into online visitor behaviour and strategic trends enables Harrow College to transform the business of education, and turn more prospects into applicants.
IBM products and services that were used in this case study.
IBM Content Recommendations, IBM Digital Analytics, IBM Digital Analytics Impression Attribution
Business Performance Transformation, EMM - Digital Marketing Optimization, Enterprise Modernization, Information Integration, Smarter Commerce
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