The Greater Manchester Institute of Technology is a Department for Education initiative offering higher technical qualifications. We delivered The Smarter Step Campaign for GMIoT.
Campaign
The Smarter Step
A behaviour-change-led campaign combining video, a website overhaul and AI-powered outreach that grew enrolment at over six times the national rate.
Case Study Video
Client
Goal
To grow enrolment onto GMIoT’s higher technical qualifications, starting from an understanding of the behaviours behind why people do or don’t choose to enrol.
Delivery
A behaviour change analysis that shaped the whole campaign strategy, paired with video production putting learners and their stories at the centre of the creative. The website was overhauled, and the course submission process was made clearer. Outreach staff were hired to carry out direct outreach and qualify enquiries, supported by an AI transformation of the CRM system, HighLevel, with AI agents handling enquiries and lead management.
Outcome
Enrolment growth of 15.4%, against a national average of 2.4%. More than six times the national rate.