University of the People (UoPeople) Increased Engagement and Conversion to 72% with Hoosh’s 2-Way SMS Solution

Established in 2009, University of the People (UoPeople) is the world’s first tuition-free, non-profit, American accredited distance learning university. With a ground-breaking online learning model and academic leadership stemming from Oxford, Harvard, and Columbia University, UoPeople is the most accessible and affordable distance learning university that offers high-quality educational opportunities to anyone in the world who has completed high school in their native country.

UoPeople was accredited by the Distance Education Accrediting Commission (DEAC) in 2014 and is listed by the U.S. Department of Education as a recognized accrediting agency, and by the Council for Higher Education Accreditation (CHEA).

Currently, UoPeople has 18,000+ students enrolled from more than 200 countries and territories. 92% of its graduates are currently employed and 80% of participants are working in a position that is related to their major. UoPeople also has academic partnerships with NYU, UC Berkeley, and the University of Edinburgh.

Challenges

Since UoPeople is a distance learning university, it relies primarily on the internet to establish an instant communication stream with its students and alumni. UoPeople used email as its main communications channel hence engagement levels were limited.

Engagement levels were limited

UoPeople’s target audience was not fully engaging with emails. Too many emails were being sent out and largely ignored which led to applicants not confirming their enrolment.

Limited Engagement
 

Lack of Visibility

There was difficulty tracking leads’ activities which resulted in longer time lapses between prospects and administration, and thus turned warm prospects into cold ones.

Solutions

UoPeople selected Hoosh’s 2-Way SMS solution to create a streamlined form of communication with its current applicants. Hoosh’s SMS programs have been enablers and facilitators of great results such as:

Enrolment with ease

Making the enrolment process quick and easy for those wishing to confirm by using SMS as a channel.

Tracking Lead Activity

Track people interacting with SMS to gain visibility on those who confirm their enrolment or perform other related activities.

Tracking Lead Activity
 

Collecting Feedback from People

Allowing people to easily (via SMS) give their reason why they do not wish to enroll, thus capturing this data for further analysis.

Cloning Programs for Different Needs

Being a flexible and user-friendly SMS solution, UoPeople had the ability to easily clone and modify programs to suit various requirements.

Outcome

Increased levels of engagement and conversions have occurred as a result of migrating to a more appropriate communications channel that stimulates higher response rates from the target audience. After the SMS program was up and running for a month, these were the results:

    • # of SMS delivered: 1.700
    • # of people engaged: 467 = 26%
    • # of converted: 338 = 72%

Substantial Effectiveness

Using the SMS channel, UoPeople was able to get students to confirm enrolment via an instant SMS inbound message whereas emails were not being answered by future students.

Substantial Effectiveness
 

High Volume and Flexible

UoPeople sent out a high volume of 2-Way SMS messages without incurring significant extra costs and without being limited to particular Marketing Campaigns due to the high flexibility and adaptability of Hoosh’s pre-built SMS programs.

Download the case study here.

 

Thanks!

Mauricio Caicedo

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