Boosting Lead Engagement and Revenue with AI: A Case Study on The Los Angeles Film School
Technology Category
- Infrastructure as a Service (IaaS) - Private Cloud
- Sensors - Haptic Sensors
Applicable Industries
- Education
- Equipment & Machinery
Applicable Functions
- Product Research & Development
- Sales & Marketing
Use Cases
- Onsite Human Safety Management
About The Customer
The Los Angeles Film School is a private college located in the heart of Hollywood, serving the community and its students since 1999. This accredited, VA-approved institution offers career-focused Bachelor and Associate of Science degrees in Entertainment Business, Animation & VFX, Game Production & Design, Music Production, Recording Arts, and Film. Its facilities include the historic RCA Building at 6363 Sunset Boulevard, and it offers access to exceptional industry-standard equipment to its students. The Hollywood Reporter has called The Los Angeles Film School 'one of the best-equipped private learning centers in the country.'
The Challenge
The Los Angeles Film School, a private college offering career-focused programs in various fields, was facing a challenge in increasing inbound lead conversions. The school's marketing approach was predominantly via paid search and social, accounting for 85% of its leads, with the remainder filled by referrals or traditional media. The first attempts to reach out to a lead were made via phone call, with sales reps given seven attempts or seven days to make a touch before any automation was introduced. However, despite this approach being well received by prospective students, salespeople were only making an average of 1.6 touches per lead rather than seven. This resulted in an annual conversion rate of 2-3%, which the sales management believed could be improved. The school needed a way to have more persistent and consistent conversations with their prospective students.
The Solution
The Los Angeles Film School decided to implement Conversica, an AI Sales Assistant, to address their challenge. The salespeople still had their seven attempts or seven days, but now Conversica was introduced once those attempts were exhausted. Conversica reached out to the prospective student, presenting itself as a human sales assistant for the school. The language used was very natural, and Conversica's artificial intelligence allowed it to interact with the prospect in a very human way. Conversica not only set the salespeople up for success with leads but also helped ensure that they were following up consistently. Once a prospect confirmed interest, Conversica handed them off to the salesperson, who was given an opportunity to follow up in person. Conversica also followed up with the prospect to ensure the salesperson had reached out, providing a tool to keep the salesperson accountable.
Operational Impact
Quantitative Benefit
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