Cass Business School

Challenge
Cass Business School wanted to fully understand the concerns and the consideration process of their audience of prospective students to increase acceptance. The aim was to add value to the student experience by engaging with them on a reactive basis and ad-hoc basis to nurture the psychological contract to convert prospects into confirmed students.

Voyage was asked to design and build a hub site with the following core capabilities:
– Fully integrated with common social networks 
– Host a range shareable media content 
– Allow prospective students to search, engage and communicate with each other 
– Stimulate a sense of community prior to making final decisions on which university to accept 
– Complement existing digital assets 

Thinking
We built  a social communication platform encouraging engagement between a recruiting university and prospective students in a single cloud based solution. Presented in a mobile friendly way, it’s both familiar and convenient for the students, enabling them to search and interact with all digital content types. While fully integrated with socials networks, the recruit’s ID and profile information is managed by the recruiting university and not the social network, allowing security, control and two-way communication. 

Result
Student behaviour changed positively, with 71% of students returning to the hub everyday. Visitors to the site were from 59 different countries, staying for 4:52 minutes on average. The first year saw an increase in student acceptance of 43% – far exceeding the original business goals. The platform is now being extended across all City University schools.