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AAU Uses Al Texting to Achieve 448% lift in response rates

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About

The Academy of Art University is located in San Francisco and serves as the largest private art and design university in the United States. Founded in 1929, the university holds an inclusive space preparing artists and designers for their professional careers.

The Academy of Art University is an accredited institutional member of the National Association of Schools of Art and Design (NASAD), the National Architectural Accrediting Board (NAAB), and Council for Interior Design Accreditation (CIDA).

Today, with over 900 art and design classes, 22 schools, and 14 STEM programs — students from all throughout the world turn to the Academy of Art University to accelerate their careers in the 􀅲elds of art, design, architecture, and entertainment

 

The Problem

  • The Academy of Art University understands the importance of events in the overall application process. And yet, they were struggling to get enough RSVPs for their open house events.

  • They had tried traditional channels like email, Facebook, and Google - but the results continued to miss the mark. Some email campaigns saw response rates well under 2%.

  • The Academy of Art University knew it needed to find the right sales automation platform - one that could increase RSVPs without creating more work for their teams

The Solution

  • The Academy of Art University partnered with Meera after they assessed their communications strategy and target audience. After an initial assessment, it became clear SMS marketing was a must-have if the school wanted to appeal to its younger Gen Z demographic.

  • Meera worked with the Academy of Art University to create a SMS marketing campaign that would nurture, engage, and encourage potential students to register for upcoming events.

  • Meera was uniquely positioned to help with this as their platform used high-touch channels to send personalized messages using conversational Al technology

Results:

  • The Academy of Art University achieved an exponential increase in RSVPs at the top of its sales funnel, thanks to highly personalized texts sent using SMS and WhatsApp.

  • This strategy was successful as it directly appealed to the way students wanted to be contacted.

  • Response rates drastically increased as potential students felt more connected to the messages.

  • With Meera, the Academy of Art University increased its application conversion rate by 17%.

  • Even better, they achieved a staggering 448% boost in responses.

  • SMS outperformed all other channels being used to reach this demographic. Plus, with more RSVPs and engagement, they also saw an improvement in their application rates.

  • Today, the Academy of Art University recognizes the power of SMS marketing and relies on Meera to handle outreach for open houses and other

Before Meera:

52
Event Responses

After Meera:

285
Event responses
448%
Overall improvement

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