Case Study: University of Bath
Context
The University of Bath sought to strengthen its presence in competitive international markets, initially focusing on Southeast Asia where regional competition was increasing.
Bath needed greater in-market presence to deliver school talks, exhibitions, seminars and webinars across priority regions. The objective was to increase visibility and deepen engagement with prospective students in highly competitive markets.
Our model delivered flexible, market-aligned representation that could scale in line with demand.
Solution
Bath partnered with Alumnify to activate trained alumni ambassadors across priority countries. Alumni who had completed their studies at Bath were recruited, trained and deployed to represent the university in-person and online, supporting recruitment and conversion activity.
The partnership initially launched in three key markets:
Thailand
Vietnam
Indonesia
Alumni were deployed through a structured, centrally managed framework aligned to Bath’s recruitment priorities.
With trained alumni now active across Southeast Asia, Bath instantly gained additional recruitment capacity, enabling more school engagement, more exhibition attendance, and more conversion touchpoints with prospects and offer-holders.
“We unlocked access to dedicated representatives, fully committed to promoting Bath across the region”
Farman Kaveh, International Recruitment Manager
Expansion driven by early success
Early performance provided institutional confidence to expand the model into additional priority markets. After strong performance in Southeast Asia, Bath expanded the partnership to Pakistan. This empowered the University to increase in-market visibility through structured alumni representation.
faster and more confident decision-making among offer-holders
deeper real-time market insight
increased visibility at critical points in the recruitment cycle
Encouraged by results in both regions, Bath expanded again in the next cycle: this time into Nairobi, Kenya, a long-priority market where the university had historically lacked resource for in-market representation.
Outcomes
Across all markets, Bath reported:
Stronger market presence through alumni participation in talks, exhibitions, seminars and webinars
Increased conversion driven by peer-to-peer conversations with offer-holders
Faster access to market insight directly from alumni on the ground
Better alignment between recruitment, agents and in-market activity
In Nairobi, Bath’s first alumni ambassadors have now:
launched a school outreach programme to support undergraduate pipeline growth
strengthened agency relationships through local collaboration
geared up to support conversion in one of Bath’s most strategically important African markets
Alumni-Led Engagement Accelerated Conversion
Through Alumnify’s managed local calling and messaging campaigns across Southeast Asia, almost 300 offer-holders received personalised guidance from trained Bath alumni at the moment it mattered most. More than three-quarters indicated they were now far more likely to choose Bath as their first-choice destination.
Why it worked
Bath saw results quickly because alumni:
Alumni understood the institution’s strengths and positioning
They spoke credibly and authentically from lived experience
They were embedded in priority markets
Deployment was centrally managed and quality assured
Alumnify facilitated the process from end-to-end: recruitment, vetting, training, deployment, supervision and reporting, meaning Bath gained reach without increasing headcount or workload.
“The evidence is clear: alumni voices are driving results but, it’s the quality of connection that matters. We’ll continue training and supporting our graduates through our partnership with Alumnify to ensure that authenticity scales with us.”
Patrick Cosh, Deputy Head, International Recruitment
