Case Study: University of Wollongong achieves streamlined student recruitment and increased enrolments with Marketo

Embracing marketing automation to attract top students from around the world

University of Wollongong, ranked in the top 2% of universities worldwide, struggled to capture and track prospective student data and to engage and guide international prospects from initial contact through enrollment. Recruitment was largely manual, leaving marketers without visibility into the pipeline, lead sources, or conversion rates.

The university implemented Marketo to build a lead-to-application funnel, run a 12-month nurturing proof-of-concept with targeted segmentation, and convert printed materials to digital communications. In the first year they captured 7,000 prospects, achieved a 12% lead-to-application rate, a 97% application-to-offer rate, and 10% of offers converted to students, while gaining transparent lifecycle dashboards to shorten recruitment cycles and optimize campaigns.

University of Wollongong

Nicholas (Nicho) Manojlovic

Digital Manager, Student Recruitment