How a university increased their enrollment revenue by 4 million dollars a year using Bonjoro
Oli Bridge:
Okay. Yeah. So, I had existing relationships with the universities anyway. And so I was calling, this was two years ago, I was telling him about Bonjoro, it’s this new tour we’ve got, we think it would be awesome for converting more students onto your courses. But anyway, just to shorten down the story, I went to first university, University of Bedfordshire, and they basically said “That agency that you spoke to, they came to us, they told us about Bonjoro. We’d come to them. We come to them every year. We say we want a new solution that’s going to help us get more students, enroll more students, make more money for our university. And we said, this year we don’t want the same old shit. And they put Bonjoro in front of them and they’re like, “Okay, this is a little bit different.”
Oli Bridge:
So anyway, they started using Bonjoro, and the way they rolled it out was through clearing, and in clearing you’ve basically got one or two weeks where students that haven’t got into their original university that they wanted to get into, go into a clearing process. And in that clearing process they then put out feelers to other universities. And they might be five, six universities, and then those unis are all like, “shit, we want to convert these people, we want these people.” So how do you stand out against those four or five, six other universities that are vying for that student? How do you get them to enroll on your course? And the solution that we came up with, that they used at Bedforshire, was to get the actual academics that were going to be teaching these students in that year to send a personal video to say “Thanks for applying, I’ll be your course leader, blather blather blather.”
Oli Bridge:
And in doing that they then increased their enrollment by about two and a half million pounds revenue for the year. So, pretty aw-
Sam Ovett:
And what percentage was that over their previous…
Oli Bridge:
Ah, what percent?
Sam Ovett:
How much did they increase, percentage-wise?
Oli Bridge:
I think it was 5 or 6%.Yeah. Increase, yeah. For a university it’s a hefty amount.
Sam Ovett:
Yeah.
Oli Bridge:
Yeah. Over their previous year. I think it was, in terms of student numbers, it was 388 more students that they enrolled versus the previous year of not using Bonjoro and they’re actually, this university as well, they were a bottom five or bottom 10 in our university rankings.
Sam Ovett:
They weren’t a top. They weren’t at the top of the list, per se.
Oli Bridge:
Nah, nah. That’s why they came to us, I guess.
Oli Bridge:
Yeah. They needed something extra to sort of spice up, add a little sizzle to their messaging to make sure that they stood out.
Sam Ovett:
And what it really boiled down is like, oh, they were more human. That was what you gave them. The ability to systemize being more human. Right?
Oli Bridge:
Yeah. And this is “surprise and delight” thing.
Sam Ovett:
Yeah.
Oli Bridge:
They got a ton of replies from the prospective student going back to the academics like, “Whoa, what the hell just happened here?”
Sam Ovett:
Like, “I just got a video from a uni professor? Like, I’ve never, on my phone. I’ve never seen this. They must be unique” or whatever. And that process is what led to the increase in enrollment, which was like 4 million US dollars in revenue a year.
Oli Bridge:
Yeah. And that university presented at an event, to other universities. It was very nice for them to tell everyone else about it, saying, “Hey, we did this”, and then bang, by the next year we had another six or seven universities signed up.
Sam Ovett:
Well, cool. That’s a fun story, and we’ll wrap it up at that.
Oli Bridge:
All right.
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