Objective At-Sunrice GlobalChef Academy, an EduTrust-certified institute that advances the culinary arts and F&B professionals, holds an annual Open House to reach out to graduating ‘N’ and ‘O’ Level students. To help potential students with their decision to sign up for a diploma programme, we created a closed-loop integrated campaign that brings them on a journey of discovery and helps them understand what it takes to become a global chef. A need to automate the creation of personalised and relevant digital content to guide potential students through the awareness, engagement and conversion phases was the driving factor for a new digital marketing solution. The goal? To better align the recruitment and marketing efforts by driving higher qualified leads to sales and shorten the time taken for an applicant to enrol.

Solution

With the help of marketing automation, we created a comprehensive series of digital content to raise awareness and reach out to our potential culinary, pastry and F&B service students. We created ads and content on social media, driving to our Open House landing page. After registration, a series of EDMs were sent to further engage and educate our potential students. At the event, we created a check-in page to facilitate registration as well as track the turnout rate.

Throughout the event, we were able to monitor the performance of the campaign and content, and analyse the digital performance of the Open House, including turnout and sign-up rates. The database collected was then fed into At-Sunrice’s Salesforce CRM system for further lead nurturing communication.