Small but powerful: A five-day project to spark campaign success for The Careers and Enterprise Company
Sometimes we guide our customers through huge changes to their every working practice, and sometimes we use our expertise in the nonprofit and education sectors to make small changes with really high impact. This project, with The Careers and Enterprise Company, was the latter. In just five days, with the introduction of one powerful tool, we revolutionised its customer engagement journey.
The Careers and Enterprise Company was already well-versed in the power of Salesforce, using the platform to connect schools and colleges with employers and careers programmes, aiming to inform and inspire students and direct them, purposefully, towards their future careers. It held a lot of well-organised information, but it wasn’t paying off in a key area: email campaigns.
We started by understanding the current procedures, the outcome the team hoped for – enhanced customer journeys and better engagement – and their future growth plans. We needed to integrate with the current set up which was functioning well and enable the mass distribution of weekly, personalised emails, with minimal effort. The Careers and Enterprise Company wanted to use customisable templates to create emails, landing pages, and web forms and hoped for an automated process to capture and organise form response data. We could enable all of this by carefully marrying Pardot with the current CRM system.
But more important than this finely tuned, hyper-impactful technology, was the people using it. We spent a portion of our time at The Careers and Enterprise Company focussed on the staff, those who would need to embrace our changes in order for them to succeed. People, not technology, make the difference, and we needed to empower the team.
By implementing Pardot, we gave The Careers and Enterprise Company the opportunity to engage the people at the heart of its work, at 38 Local Enterprise Partnerships and in more than 2,000 schools and colleges, reaching thousands of children.
The manual effort in delivering and analysing email campaigns is minimised. Customers are directed on different journeys dependent on their response to a campaign, whether the next step is a call to action, follow up email, or phone call. The introduction of Pardot has both increased engagement and impact and saved time and energy for staff.
We know that technology can change the world, and what better place to start than by guiding our children and young people into rewarding, enjoyable careers. With our vast experience in the nonprofit and education sectors, we know that small changes can make a big impact on the lives of so many.
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