ESSEC

ESSEC

Student recruitment reinvented by Salesforce

The Low Down

Introduction

Founded in 1907, Essec is a French business school regularly featured in the top position of the Financial Times rankings. In 2006 the school established itself in Asia and opened a campus in Singapore. While ESSEC has long been known in France, the French school has had to make adapt to optimize its student recruitment processes for its executive education programs.

The Challenge

ESSEC was looking for a CRM solution that would enable it to optimize the student recruitment processes and to support the efforts of the sales teams in the search for sources of alternative financing (fundraising campaigns, Alumni network membership).

The Solutions

A CRM tool for prospecting and day-to-day management

ESSEC partnered with 4C to implement Salesforce’s CRM solution, Sales Cloud which enabled the organisation to better manage candidate relationships. Combined with a marketing automation strategy, each candidate is nurtured throughout the process to better understand their profile and to maintain their relationship. This led to:

  • Increased lead generation
  • Higher conversion of candidates to students
  • A 360° view of the student, from their status as a candidate to that of Alumni.

Integrated fundraising at Sales Cloud

ESSEC has also chosen to drive its fundraising campaigns in Salesforce. The team involved now have global visibility on their objectives and all pledges in progress. They can also access the history of their donor interactions and update the status of each pledge in real time. Using the Salesforce solution has helped to:

  • Support commercial teams in their prospecting efforts
  • Monitor and personalize the relationship with potential donors
  • Have relevant dashboards on the progress of fundraising campaigns

“With Salesforce’s third-party marketing automation solution, we have more than tripled our number of prospects.”

Samuel Vinet, Project Manager at ESSEC

The Results

239%

Increase in lead generation

35%

increase in the number of applications submitted for courses

360°

view of the customer

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