Career school improves marketing results by tracking ad impact and monitoring responses

Dorsey Schools counts on Who's Calling to optimize campaigns and sharpen the performance of its admissions reps

In today's information-driven economy, career schools play critical roles in the lives of working Americans. Founded in 1934, Dorsey Schools operates four suburban campuses serving the Detroit metropolitan area. Over the years, Dorsey Schools have prepared hundreds of students for careers in the medical, business, legal, and computer fields. Tens of thousands of Dorsey graduates work throughout southeastern Michigan.

Maintaining optimum enrollment levels requires focused marketing strategies and superior call handling skills, explains Tony Amato, Vice President of Marketing and Admissions at Dorsey Schools.

"The telephone is absolutely crucial to our enrollment efforts," says Amato. "When someone calls us after seeing an ad for Dorsey Schools on TV or looking us up on the Web, our admissions reps must be ready to respond courteously and effectively."

Dorsey Schools relies on tracking, measurement and monitoring services from Who's Calling to achieve the best possible returns on its marketing dollars. Now it's easy for Amato to see which ads generate the most calls.

"We recently ran spots on two different TV stations," says Amato. "Who's Calling enabled us to see exactly how many calls came in and which spots were driving the calls. We could see quickly that one of the spots wasn't hitting our market. So we moved the underperforming spot within our media mix and focused our resources on the spot that was generating more calls. We got more consistent results without spending more money."

Who's Calling also enables Amato and his team to see precisely how many inbound calls are dropped or missed. "Even if a caller doesn't stay through the whole message, Who's Calling captures the caller's number so we can call right back and reconnect," explains Amato.

Responding quickly and effectively to inquiries is a challenge for many educational institutions. In the past, Dorsey Schools missed or dropped up to 30 percent of its inbound calls. Since each of those calls represents a potential lead, it made sense for Amato to seek a robust solution for capturing lost calls and responding promptly. Thanks to Who's Calling, Dorsey Schools now rarely misses an opportunity to connect with a potential student.

"We also use the monitoring system to coach and train our staff," says Amato. "Monitoring makes it easy for us to determine if the reps are using the scripts properly and selling ethically."

Dorsey Schools also uses Zip Code Routing from Who's Calling to make sure that calls are routed appropriately. "We have four campuses spread across a large suburban area, so it's extremely useful for us to route calls by zip code. Incoming calls are automatically routed to the campus closest to the caller, which greatly increases our chances of enrolling the student," says Amato.

Over the decades, Dorsey Schools has built a solid reputation in the Michigan business community. Who's Calling empowers Amato and his team to burnish that reputation with cost-effective marketing campaigns that generate impressive results. "We capture all our inbound calls and we respond swiftly. We know the phone is our lifeline – and we're proud of our ability to make the most of it."

"We recently ran spots on two different TV stations. Who's Calling enabled us to see exactly how many calls came in and which spots were driving the calls. We could see quickly that one of the spots wasn't hitting our market. So we moved the underperforming spot within our media mix and focused our resources on the spot that was generating more calls. We got more consistent results without spending more money." -- Tony Amato Vice President of Marketing and Admissions Dorsey Schools

Call 1-866-688-9300 for a free consultation with your local Who's Calling consultant and find out why it pays to know Who's Calling.

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