IH Dublin is one of Ireland’s leading English-language schools. As part of the International House system of 130 independently owned and operated schools, IH Dublin benefits from strong brand recognition. The school offers a wide variety of courses catering to students ranging from age 9 to senior citizens, including general English, business English, test preparation, and teacher training programs.
With approximately 5,000 student enrollments each year, IH Dublin faced challenges in effectively marketing to their diverse audience. The school needed a CRM and marketing automation solution that could handle their complex segmentation requirements. Previously, they sent general email marketing campaigns to their entire list, which wasn’t tailored to each potential student’s needs. For the past four years, they have relied on Mautic by HEM, an open source CRM specifically designed for the education sector.
The project aimed to address the challenge of marketing to diverse student segments with different needs. IH Dublin required a solution that could automate marketing emails based on market segmentation, ensuring that the correct information (including country-specific pricing) reached the right students. They needed to move away from generic marketing campaigns toward targeted communications that addressed the specific needs of various age groups and course interests.
Mautic by HEM enabled IH Dublin to implement automated marketing that saved significant time in reaching out to students. The system automatically processes information from website inquiry forms, social media, and email marketing campaigns, eliminating the need for manual input of leads and follow-ups. This automation has freed staff to dedicate more time to addressing individual student questions and providing higher-quality responses to leads.
According to Beatriz Collalto, Assistant Manager for Sales and Digital Marketing at IH Dublin:
Mautic by HEM allows us to automate our marketing emails based on market segmentation. Not only do we have a wide range of courses, but each one is priced by country market, so the program ensures that we send the correct information to every student.
Throughout the implementation, Elias Nasser, HEM’s Director of Technology Solutions, provided comprehensive support. As Collalto notes:
He held my hand and helped me with every step, offering assistance by email or through a call. He is wonderful.
IH Dublin selected Mautic by HEM because it offered an open source CRM specifically designed for the education sector. With their complex marketing needs spanning different age groups, course types, and country-specific pricing, they required a solution that could handle sophisticated segmentation. Their previous approach of sending general email marketing campaigns to their entire list wasn’t addressing the specific needs of potential students. Mautic by HEM provided the flexibility to automate targeted communications while integrating seamlessly with their existing website and planned future systems.
The implementation of Mautic by HEM has transformed IH Dublin’s marketing approach. The system successfully automates their email marketing based on precise market segmentation, ensuring that students receive information relevant to their specific interests and appropriate pricing for their country market. The automation has eliminated hours of manual work in inputting leads, sending emails, and making follow-ups.
The solution fully integrates with IH Dublin’s website, automatically capturing inquiry form submissions and incorporating data from social media and email marketing campaigns. This integration creates a comprehensive view of each student interaction, with plans to connect with their operations management software for seamless enrollment processing.
Most importantly, the time saved through automation has allowed staff to provide higher-quality, personalized responses to student inquiries.
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