Growing a tertiary education provider’s network with hyper-personalised outreach.
The Problem
In late 2022, our client, a Technical and Further Education provider, was experiencing an increasing number of student enrolments across agriculture and viticulture disciplines.
The problem? Their network to support student placement for work experience was reaching capacity, with there likely not being enough spots available to accomodate new student training.
Another issue was that the state only had a very small number of relevant, contactable decision makers in rural businesses—182 to be exact.
So, our client knew that every email counted.
They needed high-quality, personalised outreach scripts that went above and beyond just run-of-the-mill cold messages.
To do the heavy lifting, they engaged Krieger Campaigns for hyper-personalised lead generation services.
The SOLUTION
Given the small pool of prospects, we knew the only way we’d get our client results was if each email was tailored specifically to each recipient.
Every email needed to be very personalised and build a connection, so our client could get a foot in the door.
Our plan was simple: before sending each email, we researched every decision maker from the 182 list.
We scoured their LinkedIn, websites and rural media news outlets. Each email then started off building rapport by referencing something from our research – ”congratulations on winning the 2022 National Pumpkin Weigh Off!”.
In the body copy of the same email, we then asked if they were open to student placement and finished by booking meetings with interested decision makers.
The OUTCOME
Although this was a very short campaign and lasted just 3 weeks, the results were significant. After contacting 182 decision makers, the campaign booked 10 qualified meetings—-a 5.4% meeting book rate! Well above the industry standard.
Other notable stats include 48 interested replies and 27 expressions of interest. Even disinterested responses thanked us for reaching out. Some even forwarded the email to neighbouring wineries and farms.
This goes to show the power of personalisation in outreach. Taking the time to research each prospect, build a connection and personalise each message really can make a world’s difference and lead to a much warmer reception.
