Digital Media Academy (DMA) enables schools to prepare students with the skills they need for their future, offering technology education and learning experiences to middle and high school aged children. Supported by Stanford educators, researchers, and industry experts, DMA has impacted the lives of more than 500,000+ students in 125+ countries. Digital Media Academy’s 100+ technology education courses meet the highest standards in 21st-century learning standards.
Digital Media Academy had been expanding, and recognized the need for a streamlined automated system they could use as a central source of truth to enable them to scale. HubSpot referred us to DMA to help them with this project, as it would involve custom work, intensive project management, consulting, overall end-to-end customer journey and process mapping, and integrations. DMA needed to integrate their full operations into one system including:
Digital Media Academy reached out to get automated systems in place before their next round of courses started. The scope of the project was very large, so deliverables needed to be phased. We co-created the list of action items based on their top priorities in regards to operations, sales, service, and marketing. We also had a very short timeframe before their next round of courses started. With this in mind, we mapped the ideal first state of the project and ensured the client had a contingency plan to manage operations in case there were any hiccups along the way that would delay launch. We then pooled our resources and contacts within our network and got to work, with multiple team members heading up the part of the project within their skill set to simultaneously build out DMA’s system. The scope of this project required daily internal check-ins and two meetings per week with the client, plus break out sessions. In the end, we were able to meet the client’s deadline in a phased approach that started with the basic functionalities, and expanded into the more “nice to have '' portions of the project. Our relationship evolved to where we provided consulting and ongoing management and updates.
These were the challenges within this project;
Given the complexity, the first step was to audit the current state of where all their information was stored, and map out the future state to model how their system should function. This way allows us to troubleshoot if we know where down the line something failed during testing.
The first goal was to migrate everything from their current CRM (Salesforce) into HubSpot so that all data was kept intact for customer service reps to reference back to.
The next priority was creating a process to manage eCommerce transactions and automatically store information and provide students with the credentials they needed to access their learning portal. We used HubSpot workflows to automatically send registration and reminder emails to the parents and auto-created a user in Google classroom. All of this information was stored in HubSpot for the DMA customer service team to manage accounts and resolve support requests.
DMA’s business model included both B2C and B2B audiences. B2C would come in through purchases on the website but like many businesses with a B2A structure, the more B2B customers and partnerships you have, the more opportunity for growth. We built out a sales process and pipeline for their sales team to manage prospecting efforts and incoming leads.
HubSpot’s Service Hub enables us to connect forms and emails into a central inbox and automatically create support tickets to be managed. Automation was put in place to update the ticket’s status based on who last responded and if a response is needed from DMA or the customer. With these essentials in place, we implemented a survey that was sent to the parent/guardian after a course was completed.
At the start, DMA had a general newsletter that they would add all parents to after a course was complete. This is a great start to building up a list and we came in and refined this process to be more relevant to their customers. The following segmentation was put in place:
By choosing HubSpot, it enabled Digital Media Academy to either integrate their other SaaS platforms, or in some cases, remove some altogether with the built-in features HubSpot offers.
Accounts integrated in:
Accounts we phased out:
With the new central source of truth, KPIs could be better managed and monitored with the use of report dashboards. Some of these reports included:
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