Revolutionizing Education in Colombia
Innova Schools Colombia belongs to an international network of schools with locations in Mexico, Peru, and Colombia. They have a flexible and innovative academic model that’s been recognized internationally by Harvard Business Review, The World Economic Forum, Business Insider, and others.
Their pedagogical strategy helps create a learning environment that promotes communication and interaction among all members of the academic community.
Innova Schools in Pursuit of Digitalization
Innova Schools first reached Colombia in 2020. Their recent arrival and onset of the pandemic made fully enrolling their new locations in Bogotá a big challenge. In the absence of in-person learning, Innova Schools Colombia was forced to implement a digital process that would allow them to reach their admissions goals.
They didn't have any kind of marketing strategy development tool before. At that point, their plan was to run digital advertising campaigns to encourage people to request more information, but they didn't have anything to endorse the education they offered. To get what they wanted, they needed a website that would help put them in a better position, get more exposure, and attract interested parties to their academic program.
Getting to Know the Heroes of Inbound Marketing
Innova Schools already knew about some HubSpot tools because one of their school networks used it and had recommended it; however, they hadn't developed a website and didn't know how to implement an inbound strategy.
That's when they approached Digitalegia | Inbound Agency, a Mexican Inbound Marketing agency, HubSpot partner, and experts in implementing smart, data-driven strategies using inbound methodology and web design. They were the allies that helped Innova Schools build their website through HubSpot and taught them the benefits of inbound as a digital strategy.
We searched, we analyzed and... we found it!
After an analysis that included the opinions of employees, students, parents, and prospects, Innova Schools concluded that a digital platform was needed so the entire Innova community could find necessary information and so employees could maintain control of and manage leads, the admissions process, internal communications, and activity logs.
Prior to HubSpot, the school worked in different non-interconnected platforms, which meant twice the effort for the school's operations team, complaints from parents, and more hassle in the admissions process.
Implementing HubSpot was decided because this platform allowed us to integrate information from different areas and keep it updated in real time.
Teaming Up with HubSpot
Having learned about the platform's potential, Innova Schools Colombia decided to use all the CRM platform's tools: CMS Hub, Marketing Hub, Sales Hub, Operations Hub, and Service Hub. Having all the modules was critical so the processes and tools could be integrated in the same place.
”Using CRM has made every Innova user’s daily life easier because it‘s a tool that allows us to quickly identify what’s happening with our contacts and fully track their relationship with us.” Maria Fernanda Garzón, HubSpot Specialist at Innova Schools Colombia
Marketing Hub and CMS Hub
Prior to implementing HubSpot's platform, Innova Schools, together with Digitalegia, created Buyer Personas profiles with corresponding purchase paths to understand the website's target audience and how users would behave, providing clarity on which process should be used to improve the user's experience and increase conversion.
Furthermore, as part of the planning phase, they followed the Growth-Driven Web Design methodology and started with the design strategy to ensure that the launching platform was ready in just four weeks.
Integrating heat maps allowed them to understand user navigation and experience, giving them the necessary insight to optimize the website for growth and improve user experience (UX) to get parents to evaluate their investment and create the conversion leading to their children’s admission.
- Website Development: The website was built from scratch using HubSpot's platform, including all the elements that Innova School needed to attract customers and captivate them with the service described in the information.
- Acquiring and Nurturing Leads and Customers: Marketing Hub is one of the tools that has allowed them to nourish and provide prompt, superior follow-up to parents and prospects. Their messages have a greater impact because they’re personalized, allowing them to get closer to the community. The use of workflows has been extremely helpful for nurturing and follow-ups by admissions counselors, who have a very detailed record of each lead's interactions and history.
- Automation Mechanisms: Information requests and a calculator that allows parents to determine how much money they’ll need to invest in their children's education.
- Content strategy: aimed at these audiences by optimizing each strategy and sharing them through social media and e-mails.
The entire buyer’s journey and contact management was mapped and set up directly in the CRM, customizing the admissions pipeline, from parents who are just looking for information about Innova to families already enrolled in the school and even for re-enrollment.
Thanks to these adjustments, we’ve been able to achieve the following results:
- 9,609 prospects
”The sales software has made a difference in business management here. Having the opportunity to provide follow-up and knowing about what’s happening with each of our students and our business relationship with their parents, even before enrolling them, has allowed us to meet our business goals time after time and achieve a high percentage of renewals,” Maria Fernanda Garzón, HubSpot Specialist at Innova Schools Colombia.
This tool has allowed them to shorten enrollment time for new students and manage the pipeline much more effectively. Faced with parents' need to address various issues, they’ve been able to immediately channel these requests with HelpDesk to someone who can provide a response and maintain excellent customer service for parents.
In Pursuit of Perfection with HubSpot
The relationship between Innova Schools and Digitalegia has been established and has advanced because of the good work done by the agency, demonstrating with facts and results that implementing HubSpot is extremely beneficial for them.
"With Digitalegia, we created a high-impact, organic website that has become the primary means for aquiring new enrollments," Tatiana Macaya, Business Director of Innova Schools Colombia.
A 100% inbound strategy is currently being implemented through blogs, downloadable content, social media posts, pillar pages, and landing pages.
Their partners understand the importance of working with HubSpot and how connecting and gathering information allows them to improve and make processes more efficient.
By using the tool correctly, they’ve been able to collect very valuable information on each lead and offer increasingly personalized content and communications. Results are analyzed monthly and decisions are made based on reports and trends. The platform has been a key piece in the schools’ enrollment growth in Colombia.