University of Southern Queensland uses EngageOne® Video solution.

Customer Engagement

Personalised videos enhance student engagement for University of Southern Queensland.

University of Southern Queensland uses personalised videos to boost enrollment through email campaign.

Client profile

Three campuses near Brisbane, Queensland, Australia

Approximately 27,500 students, over three-quarters of whom are either distance or online learners

Business goals

Educate prospective students about quality of education available at USQ

Develop emotional connection with prospects

Increase enrollment at USQ

Benefits

73% open rate on emails containing personalised videos, vs. 37% industry benchmark

41% click-through rate on video emails from USQ, vs. 8% industry benchmark

Better engagement with prospective students, leading to increased enrollment

Technologies used

EngageOne® Video

EngageOne Video enables organisations to deliver Interactive Personalised Video communications which their customers can control, deciding in real-time which content to view and when to interact with it.

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Overview

In the 1990s, the University of Southern Queensland (USQ) pioneered online delivery of higher education. Today, approximately 70 percent of USQ’s students study online and 20 percent are international. Online recruitment is a crucial component of the university’s outreach efforts to prospective students.

Business challenge

Like most universities, USQ takes a multipronged approach to recruitment. It hosts face-to-face events. It sends recruiters to Queensland schools and buys media spots to boost its name recognition. “Our continued success depends on our ability to get out a credible message about the quality of education available at USQ,” says Helen Nolan, Executive Director of Marketing and Student Attraction for the University of Southern Queensland. In Australia, students evaluating their higher-education options can contact universities directly, or they can visit a tertiary admissions centre to learn about multiple universities. Nolan works to ensure that students visiting the Queensland Tertiary Admissions Centre (QTAC) select USQ as one of their six preferred universities. “A personalised and interactive video solution seemed like a great way to improve prospective students’ understanding of USQ,” says Nolan.

“We’ve improved our engagement with prospective students. We attribute that success to the professionalism of the end product that was delivered by Pitney Bowes and Brother & Co.” Helen Nolan
Executive Director of Marketing and Student Attraction
University of Southern Queensland

    

Solution

After considering several options, USQ selected Pitney Bowes EngageOne® Video because Pitney Bowes has experience working with higher-education institutions. Pitney Bowes worked with the university’s creative agency, Brother & Co., to deploy the EngageOne Video solution. Pitney Bowes handled project management and the technical aspects of the implementation, while Brother & Co. developed the creative assets. “Pitney Bowes was excellent from an account management perspective,” Nolan says. “The process was seamless for everyone involved.”

ow, USQ identifies prospects who have told QTAC that the university is their second choice, third choice or any choice through sixth. USQ then uses the EngageOne Video solution to create a personalised video for each prospect, with a message that utilises information unique to the individual. The videos address prospective students by name, thank them for their interest in the University of Southern Queensland and provide information about university programs and career development opportunities they may be particularly interested in. USQ emails the custom videos to the prospective students.

“Pitney Bowes was excellent from an account management perspective. The process was seamless for everyone involved.” Helen Nolan
Executive Director of Marketing and Student Attraction
University of Southern Queensland

    

Benefits

Pitney Bowes technology also underlies a dashboard that enables USQ to track the performance of the video recruitment campaign. The results have been impressive. The open rate for emails containing the USQ videos is 73 percent, compared with a 37 percent open rate for recruitment emails across the Australian education sector. The click-through rate is 41 percent for USQ emails with these videos, versus less than 8 percent for other recruitment emails.

“We’ve improved our engagement with prospective students,” Nolan says. “Achieving an open rate that is nearly twice the industry benchmark is huge. The click-through rate is also extremely important. We are getting our message across, and we attribute that success to the professionalism of the end product that was delivered by Pitney Bowes and Brother & Co.”

Nolan believes there is a direct correlation between engagement with the videos and eventual enrollment at USQ. “The personalised videos improve the emotional connection we have with prospective students,” she says. “At the same time, we’re showing students that we are interested in helping with their career decisions because the personalisation in the video makes a direct connection between the education that USQ offers and potential career paths for the individual student. The personalised and interactive videos are a great way to connect with this demographic, many of whom are 16 to 20 years old. They also get our message across in a simple format, and their innovation aligns well with our brand.”

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