Background
Recruiting students for an academic conversion program in nursing is a highly targeted marketing challenge. The target audience is narrow and specific: individuals who already hold a bachelor's degree in another field and are available to commit to intensive studies.
When Mashrokit Digital began managing digital channels for the Wolfson School of Nursing, it became clear that the main challenge was not generating a large volume of inquiries, but rather qualifying the audience. A simple lead form lowered the cost per inquiry, but created a backlog of applicants who did not meet the program's strict prerequisites.
The work
We recognized the need for a strategic shift. The goal was to create a mechanism that collects inquiries and conducts an initial screening to filter out unqualified candidates before they reach the school's administrative team. Together with the client, we designed an end-to-end automated marketing funnel to solve this problem.
The process starts with paid social media campaigns, utilizing lookalike audiences based on existing degree holders. Instead of sending details directly to the team, leads are routed to an automated system. Every interested individual immediately receives a WhatsApp message from a bot, guiding them through a short screening questionnaire to verify academic background and availability.
Behind the scenes, we developed cloud infrastructure that synchronizes and deduplicates data every two minutes. The system automatically categorizes inquiries, and only when a candidate is deemed qualified and meets all prerequisites is an immediate WhatsApp alert sent to the admissions team. This ensures the school's staff spends their time speaking only with relevant candidates.
From our work
Ongoing scope
Our ongoing work includes full management of the paid campaigns, alongside engineering and developing the automation infrastructure. We connected lead generation campaigns to data routing systems and built the WhatsApp bot responsible for the initial screening. We also developed cloud automations to ensure rapid data flow.
To maintain full transparency and continuous monitoring, we built an automated reporting system. The system generates a detailed weekly report showing all layers of the marketing funnel, alongside a daily update for the client. We also implemented an attribution mechanism that tracks exactly which ad brought in the most relevant candidates, enabling continuous campaign optimization.
What transfers
This case demonstrates how public sector educational and healthcare institutions can use automated screening tools to manage highly specific recruitment drives. By implementing a conversational bot for initial qualification, organizations can significantly reduce the administrative burden on admissions staff while improving the quality of the applicant pool. The integration of automated data routing and real-time alerts ensures a streamlined process for managing specialized program enrollments.
Results & Impact
The shift to the bot-based screening model improved both lead quality and volume. The cost per lead fell by roughly two-thirds over the course of the campaign, while maintaining a peak click-through rate of 2.46 percent. The attribution mechanism showed that job-board style ads were 2.5 times more effective in bringing in relevant candidates. Beyond the data, the Wolfson School of Nursing team now receives a focused stream of high-quality candidates, without unnecessary background noise.