Birmingham City University – lead capture insights

[Music] Budgets are really tight across the sector. It’s really important for us to invest in channels and tools that actually drive impact for our marketing team and for our students. Since introducing Vepple, we’ve seen a massive impact on our CRM data and the amount of leads that we’ve been able to bring into the marketing department. 10% of our CRM users came from Vepple, which is a huge amount. 55% of people who come to us through Vepple are brand new to us, so we would not have been able to reach them any other way. It’s really important for us to invest in channels where we know that there’s going to be high chance of conversion. Vepple feels like a worthwhile platform to invest in for that specific reason. We know that a lot of people who we manage to reach through Vepple are otherwise unknown to the university. We also know that people that we reach through Vepple have higher chance to convert as well because we’re going to give them a very personalised experience. Vepple has changed the way that we drive our recruitment marketing. We know that we need to reach more international students and Vepple does that for us. We know that we want to reach people who are not otherwise engaging with us and Vepple does that for us which means that there’s less pressure on more traditional recruitment channels which are generally more resource intensive. If I had to compare the value of Vepple with other channels, I would say that it’s really high value for us. It’s important because we know that we’re able to reach a lot of people where other tools and channels cannot. It’s giving us a lot of data to work with which is really kind of important for us to understand changing attitudes towards university recruitment.