Marketing automation in an international B2C solution environment

International School Twente (ISTwente) is an international school with a small but tight-knit community, consisting of nearly 200 students from all over the world. They strive to be a forward-looking and innovative school that encourages students to develop a love for learning by facilitating in- and out of classroom activities throughout the year.

Challenge

ISTwente was in the need for a new website which would not only had to be visually appealing, it also had to contribute directly to their KPI’s. Their primary KPI is a 25% increase in applications by the end of next year.

Since their target group consists of people from all over the world, it is important to have a universally appealing website. In order to make a good first (online) impression, it directly needs to be clear who ISTwente is and emphasizing the benefits of international education.

Dynamicweb as a solution

By making use of the unique functionalities provided by Dynamicweb, Inextenzo (the marketing partner of ISTwente) constructed a solution by creating a Rapido website that also serves as a fully automated marketing tool. A friendly and well-structured CMS is created that is easy to manage for everyone involved.

To contribute to the KPI’s the core values are implemented on the website:
• A small but tight-knit community
• An international school that feels like family
• Bringing students together from all over the world

In order to attract new visitors, we have:
• Implemented relevant CTA’s in order to build smart groups for marketing automation.
• Increased clickthrough rates by optimizing the marketing automation flow.
• Utilized SEO to establish better online visibility.
• Used a unique newsletter template, designed and created by Innovadis, enhancing the personal look and feel of ISTwente.
• Engaged visitors by optimizing the customer journey, with relevant call to actions and submenu’s throughout the whole website.

In order to increase website conversion rates, Inextenzo integrated marketing automation and improved online visibility. This will help to attract new visitors and convert them into well informed and highly relevant leads.

Results

Over the summer holiday foreign parents are actively looking for a (new) school for their children, therefore the website had to be launched before the holidays. The results thus far are promising.

Overall a higher average time on site, more pageviews per visit and a higher clickthrough rate. The first applications were received within two days after launching the new website, with thanks to the implementation of several relevant call to actions.

International School Twente (IST)
Client
International School Twente (IST)
Location
Netherlands
Segment
B2C, CMS, Marketing, Organization
Website
www.istwente.org
Partner
Innovadis B.V.

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