Helping transform student engagement.
Case study - Bournville College.
Unified Communications & Collaboration.
At BT, we believe that technology will shape the future of
education. It enriches the student experience, opens new
income streams and enhances the exploration of knowledge and
understanding within what is now, a highly competitive and truly
Unique workshop experience
So to demonstrate exactly how BT can help colleges and
universities to get ahead in today’s world-wide academic
economy, we’ve developed a highly focused and engaging
workshop experience where customers are taken through a
‘student journey’ at our fictional Duskin College or University. This
is supported by our ‘Connected Campus’ and ‘Connected College’
capability summaries which explain how our solutions address
the challenges faced by further and higher education and how
everything connects together.
This is a major initiative to work closely with Education, where we
demonstrate a thorough understanding of the Education sector’s
challenges – and show how IT services can underpin significant
Says Ben Fairburn, BT’s Business Development Director for
Education in IT Services: “Using the concept of a student journey
that starts at the recruitment stage and runs right through
to graduation, we demonstrate how BT can improve both
the student experience and the operational efficiency of the
institution. It’s about ‘thought leadership’ linked to the art of the
possible and customers are queuing up to come and workshop
ideas with us!”
When Bournville College attended a workshop in our Customer Experience Centre
(CEC), they didn’t realise that within 48 hours of leaving they’d be implementing a new
way to recruit students.
Case Study - Bournville College.
Interactive and compelling
The sessions are interactive and blend presentations and
demonstrations with live examples of videos, graphics, design
templates and solutions that work across a connected campus
Says Mark Lewis, Student Services Manager at Bournville College:
“When we visited IT Services in Oxford, we were keen to understand
how their solutions could improve the way we work. During the
workshop it was clear that BT really understands our sector.”
Real ideas and solutions
“They showed us how technology can be used to improve life on
and off campus - demonstrating how this works with real ideas
and solutions” continues Mark. “As an example - we’d already sent
out a traditional post card mailer to around 4,000 prospective
students inviting them to our open day. During the workshop it
became clear that there was a better way to drive recruitment
– one that would both improve results and help students to
understand more about the college, before even setting foot on
How we helped
BT and partner Kulu Valley worked with Bournville to create a new
recruitment video and college portal. Current Bournville student
apprentices helped with the filming and editing – and links to the
video were emailed to around 4,000 prospective students.
Once on the portal, students were then able to find out more
about the college; and all this was up and running just 2 days after
the visit to Oxford.
Continues Mark: “This has transformed the way we look at student
communications and relationships. Being able to measure the
success of recruitment activity is a major step forward. We could
see how many students opened the email, how many clicked
through to the landing page, and we could see that 40% of
prospective students watched the video.
We also captured the type of device and browser used by viewers,
which will help us to develop future student technology plans.”
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This year’s target for student enrolment has been exceeded
and Mark sees this as a first step in their plan to develop a
marketing strategy to drive greater student engagement.
Concludes Mark: “We know that students don’t like reading
emails, so we’ll be making our communications more
compelling. This will help us create better relationships with
students earlier in their journey with us.
The Connected College showcase was amazing. It’s given us so
many practical ideas that will really help us improve the lives of
everyone at the college and we’ll be working with IT Services
to implement a wider programme of innovations as the year
During the workshop it was clear that
BT really understands our sector.
This has transformed the way we look at
student communications and relationships.
Student Services Manager, Bournville College