Lead Nurturing

Northwood University

Creation of customized digital survey tool improves Northwood University's lead generation processes

Decreased time to follow-up from 3 months to 3 hours through a digital solution for capturing survey responses and contact info.


Northwood University excels in developing free-enterprise leaders who will drive global economic and social progress. The school’s outdated paper survey for prospective students created several challenges that included: 

  • Some students did not complete the survey.
  • Mailing survey results delayed outreach efforts and lost top-of-mind awareness.
  • Handwriting was difficult to decipher, and many fields were left incomplete.


Our team recommended the creation of a digital survey tool for prospective students to complete on their mobile phones. This approach would provide many solutions for the client:

  • Improve survey completion rate by students.
  • Better tracking for admissions representatives.
  • Generate more leads.
  • Provide complete data sets for future analyses for driving response.
  • Generate personalized communications between prospects and admissions. 


Our Authentic Marketing approach generated these transformative and sustainable results:

  • Data capture increased 40% while lead record legibility improved from 75% to 100%.
  • Increased insight into students with greater level of interest.
  • Improved ability to track the age/grade of students and their engagement earlier in the funnel.
  • Added ability to monitor the activity of the representatives to target highest priority schools.


Presentation mobile survey and tracking dashboard


Automated communications track - email