Case Study

IH Dublin

Mautic by HEM allows us to automate our marketing emails based on market segmentation, Not only do we have a wide range of courses, but each one is priced by country market, so the program ensures that we send the correct information to every student.

Beatriz Collalto, Assistant Manager for Sales and Digital Marketing.

IH Dublin, one of Ireland’s leading English-language schools, offers a wide variety of courses and caters to a range of people from ages 9 to senior citizens. As a result, it needs a CRM and marketing automation program that will help it to market to the specific needs of each student.

For the past four years, IH Dublin has relied on Mautic by HEM to automate marketing and save time in reaching out to students. Mautic by HEM is an open-source CRM that has been designed by HEM Education Marketing Solutions specifically for the education sector.

IH is part of the International House system of 130 schools, which share the same brand but are independently owned and operated. “The IH name is well-known around the world and the brand recognition definitely helps us to attract students to our campus in Dublin,” says Valeria Dimatteo, General Manager of the school.

Each year, IH Dublin enrolls about 5,000 students and marketing to them can be complicated. The school offers a dizzying range of classes, including general English, business English and preparation for tests such as IELTS and Cambridge. In addition, it sorts students into a range of ages, including juniors (age 9 to 17), young adults (16 to 19), adults, and seniors (age 50-plus). It also provides training for people from around the world who want to become English-language teachers.

For each market segment, the marketing messages need to be different. Previously, IH sent out a general email marketing campaign to its entire list, but that wasn’t necessarily suitable for every potential student.

Collalto says the Mautic by HEM system frees her to dedicate more time to address the questions of individual students. “It saves many hours from having to manually input leads, send manual emails and make manual followups. Now, there is an opportunity to give higher-quality responses to student leads.”

Best of all, the Mautic by HEM program is fully integrated with other tools used by IH staff. When a student completes an inquiry form on the IH website, the information automatically flows into Mautic by HEM. It will also add information from social media and email marketing campaigns.