Improving Lead Conversion with AI: A Case Study on The Los Angeles Film School
Applicable Industries
- Education
Applicable Functions
- Sales & Marketing
About The Customer
The Los Angeles Film School is a prestigious institution that prides itself on building personal relationships with its students. The school offers a variety of programs in fields such as film, animation, music production, and entertainment business. The institution's marketing team is tasked with following up with potential students who have shown interest in attending the school. The team's goal is to convert these leads into actual students, a process that involves making multiple 'touches' or contact points with each lead. The school's commitment to personal relationships extends to its marketing efforts, with a focus on engaging leads in a meaningful and effective way.
The Challenge
The Los Angeles Film School, a renowned institution known for its personalized student relationships, faced a significant challenge in its marketing department. The school's marketing team was tasked with following up with potential students who had shown interest in the institution. However, the team was falling short of its established goal of making seven touches per lead, with an average of only 1.6 touches being made. This shortfall was identified by Ben Chaib, the VP of Admissions and Marketing, who noted that the lack of sufficient follow-ups was hindering the school's ability to convert leads into actual students. The challenge was to find a way to increase the number of touches per lead, thereby improving the lead conversion rate and ensuring more consistent conversions.
The Solution
In an effort to address this challenge, The Los Angeles Film School initiated a program with Conversica, a leading provider of Intelligent Virtual Assistants for business. The school introduced an AI assistant named Stephanie to supplement the existing human lead follow-up process. Stephanie was designed to engage inbound leads by asking questions and actively involving prospects in the sales process. This AI-driven approach aimed to increase the number of touches per lead, thereby improving the lead conversion rate. The use of AI in this context was a strategic move to leverage technology to enhance the school's marketing efforts and ultimately increase student enrollment.
Operational Impact
Quantitative Benefit
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