The Boston Architectural College is an independent spatial design college offering accredited graduate and undergraduate degrees in architecture, interior architecture, landscape architecture, and design studies.
Even with impeccable tenure of over 125 years, this prestigious institution faced challenges in proactively generating student applicants in a digital age. In an effort of creating a high demand for prospects, BAC needed to migrate to a marketing automation platform with seamless customer experience. Having started out with HubSpot, they quickly realized their legacy system had limited functionalities and a shorter engagement. Additionally, BAC was looking for greater visibility of campaign and ROI reporting as well as more seamless integration with the Salesforce CRM.
The Boston institution needed a powerful automation platform that can build meaningful and lasting business and student relationships, along with inbound efforts that drive high-quality leads and results.
This is when BAC made the decision to migrate from HubSpot to Pardot. As is common anytime a large-scale platform change is made, the challenge was foreboding and required all hands on deck. Moving contact records over, redesigning email templates, importing users, creating segmented contacts all can be an arduous task on a normal timeline. Unfortunately, BAC was on a tight deadline.
BAC was in a time-crunch with Hubspot being sunsetted in a few short weeks and the fall semester quickly approaching.
“The very idea of switching platforms from our legacy system to Pardot by Salesforce seemed like an insurmountable challenge until we met with LearningCurv,” said James Ryan, Vice President of Enrollment Management.
Given that LearningCurv has done over a thousand pieces of training on the Pardot automation tool, the team was well-equipped for the challenge. BAC enrolled in the Quickstart training program, an 8-week crash course into all things Pardot.
This program has launched many companies into successful Pardot onboarding and execution as it breaks down the engagement into 8 modules: 6 high-level modules on all core platform functionalities and 2 over-the-shoulder modules to be used as needed.
One value that LearningCurv brought to the table was the best practices component of the Quickstart program.
Since BAC Staff had limited marketing automation experience, they were looking to understand what the industry best practices were for email marketing and how to use Pardot effectively. In other words, not just how to use Pardot, but also why and the best way to set up campaigns, report on ROI, qualify leads, etc.
Finally, the team of Pardot specialists helped set the wheels in motion by providing a variety of helpful and practical learning materials. In addition to the pre-recorded training videos, LearningCurv sourced example email and landing page templates and additional reference materials on industry best practices.
Their collaborative approach, commitment to really getting to know us, and hands-on instruction had us up and running in no time, said Ryan.
In sum, this best practices component combined with the over-the-shoulder training allowed BAC to make a smooth transition from HubSpot to Pardot in-time for their admissions campaigns to go live in for the fall semester.
“Not only are we now all confident Pardot users, our inquiries, applications, and deposits are all up over 20% for the coming fall,” said Ryan.