Partner case study
For the first time ever we can honestly say use of our alumni network is deeply integrated into our plans.
Simon FosterDirector of International Recruitment, University of Essex
Essex started with credits for in-market activity in two countries. That work built a team, the team made conversion possible, and the conversion team now delivers the in-market activity too. Both models running on one partnership.
How it grew
Stage one
Credits, on the ground
Essex signed on Flexi-Credits to buy in-market presence in India and Nigeria: exhibitions, school talks, and nurture campaigns in India.
Stage two
Conversion hubs
Seeing what the graduates could do with offer-holders, Essex asked us to build dedicated nurture hubs in Latin America and Sub-Saharan Africa.
Stage three
The same team, twice over
Those hubs created trained graduates in market. Essex now spends its credits on the same people for events and exhibitions across Latin America.
Why that matters
Most suppliers make you choose. Buy presence, or buy conversion. Essex did not have to, because the two compound: the team recruited to convert offer-holders is the same team that can staff a stand in Bogotá or Mexico City six months later, and the credits already on the account pay for it.
One recruitment and training effort, two kinds of work, no second procurement conversation.
Some of the Essex team
IshitaIndia
MaureenNairobi
JayimMexico City
ItzelMexico Cityof Essex offer-holders said they were much more likely to enrol after speaking to a graduate of their own university. A further 39% said more likely.
293 rated responses · 1% reported no impact
What the students said
I am really grateful for this opportunity. It has helped me to make up my mind and make a decision.
The call provided valuable insights that increased my confidence in my study decision.
I found my interaction with Maureen so insightful, which I didn’t know I needed.
Outcomes
- 4.91 out of 5 across 293 rated conversations, the highest of any Alumnify campaign at this volume.
- 59% said they were much more likely to enrol afterwards, the top option on the scale, with a further 39% more likely.
- 922 offer-holders held a real conversation with an Essex graduate, out of 1,694 on the list, across 5,627 logged contact attempts.
- Two conversion hubs built from scratch, now also delivering exhibitions and events on the original credit package.
In their own words
“It is surprising what stops students confirming their offer. Some of it they would never ask a representative of the university, but they feel completely at ease asking our Alumnifiers.”
Simon Foster · Director of International Recruitment
What were you trying to achieve in India and Nigeria, and what made alumni feel like the right route rather than more agents or more travel?
“We have incredible in-country staff in Nigeria and India supporting our students, partners and key stakeholders. They are well supported by visits from academic colleagues, which has given us a long and successful history of recruiting talented students, many of whom we have been delighted to see go on to flourishing careers.”
“We know the most powerful voice of all is that of our alumni from those countries, who have experienced Essex, made it, and gone on to success. We have brilliant alumni networks and they have been extremely generous with their time and support for our engagement in country.”
“What Alumnify gave us was the option of not relying only on goodwill and availability. We had the chance to select inspirational people, train them properly on the current proposition at Essex, and reward them for their time. That has given us a stronger, integrated approach to using these networks in our engagement plans, and it offers students and stakeholders a real, compelling and unique perspective on Essex that has been very high impact.”
You began with credits for exhibitions and school talks, then asked us to build conversion hubs in Latin America and Sub-Saharan Africa. What changed your thinking?
“Both models are strong and both have had benefits for us. The reason for the switch was that I felt the alumni voice was most powerful for our offer-holders.”
“The opportunity for applicants to engage with an alumni network in their own region is very special. It is surprising what stops students confirming their offer. Some of it they would never ask a representative of the university, but they feel completely at ease asking our Alumnifiers. They offer credibility, better applicant support, and real proof of return on investment.”
You now spend that same credit package on the team we built for conversion, running events across Latin America. How has that changed the way you plan a cycle?
“Our Alumnify conversion hub and events are discussed and confirmed with the hugely experienced Alumnify team at the market strategy stage. We talk through our priorities, the lessons learned, and where deployment will be most valuable.”
“These activities now form part of our strategies, and for the first time ever we can honestly say that use of our alumni network is deeply integrated into our plans.”
What would you say to another Director of International weighing this up?
“This is one of the most interesting and exciting companies I have worked with in some time. Alumnify offer a way to increase engagement, showcase the best of your university with locally relevant alumni, improve conversion and improve the pre-arrival experience.”
“The message is powerful, and proof of it is needed now more than ever, so I hope more and more universities speak with them. I would be more than happy to have a chat with anyone who wants to hear more about my own experience.”
Tell us your two hardest markets.
We will come back with the alumni we can already reach there, what activity would look like, and how many credits it would take. No obligation either way.