Transforming Student Engagement with Salesforce Marketing Cloud

JMC Academy, Australia’s leading private college for the Creative Industries, partnered with Comet CX to enhance how they engage with both prospective and current students. With campuses in Sydney, Melbourne, and Brisbane, JMC offers courses across diverse disciplines such as Animation, Music Production, Game Development, and more. The academy sought to elevate student recruitment and communication with Salesforce Marketing Cloud.

Phase 1: Personalisation for Targeted Student Engagement

In the initial phase, Comet CX implemented Salesforce Marketing Cloud Personalisation to help JMC create tailored experiences for their website visitors. A key use case was Homepage Banner Personalisation, where returning visitors were shown video content and specific calls-to-action (CTAs) aligned with their course preferences, such as Animation or Audio Engineering. This targeted approach was further enhanced by A/B testing different CTAs across the website, allowing JMC to optimise engagement and conversion based on student behaviour. The result was a noticeable increase in website interaction, helping the academy connect more effectively with potential students.

Phase 2: Streamlining Communication with Marketing Cloud Engagement

Following the success of Personalisation, Comet CX moved to phase two, implementing Salesforce Marketing Cloud Engagement. This phase focused on automating student communication and integrating JMC’s existing Salesforce CRM with Marketing Cloud. Previously, JMC used a legacy marketing tool that managed form submissions, lead scoring, and automated communications. The new solution ensured that all lead forms, including Open Day invitations and reminders, were handled by automated journeys within Marketing Cloud, streamlining the process for staff and delivering consistent communication to students.

The integration with Salesforce CRM allowed JMC to re-implement and enhance their lead scoring mechanisms, ensuring that valuable prospects were effectively nurtured through targeted email campaigns and follow-ups. As a result, Open Day attendance improved, and communication with prospective students became more relevant and timely.

A Unified Approach to Student Recruitment and Engagement

By leveraging the combined capabilities of Marketing Cloud Personalisation and Engagement, JMC Academy successfully transformed their digital communication strategy. Prospective students now receive highly personalised experiences, from browsing the website to attending recruitment events, while the academy's marketing team benefits from streamlined processes and deeper insights into student engagement.

Through this partnership with Comet CX, JMC Academy now delivers a more personalised, data-driven recruitment process, strengthening its position as a leader in the creative education sector.