Immigration NZ automates marketing to wanted would-be migrants

New system to guide prospective migrants through the application process

Immigration New Zealand has tapped Spark subsidiary Qrious' marketing automation platform, Ubiquity, to develop a system to guide would-be migrants through the application process.

According to Qrious, the agency wants to attract migrants with skills that are in short supply and wanted a proactive approach that could easily engage with potential migrants to send them targeted and useful information, and support them after they arrived in New Zealand.

Immigration New Zealand is using Ubiquity – acquired by Spark in July 2017 -- to take data from website registrations and feed it into a lead nurture programme that sends applicants a series of personalised emails based on their occupation, nationality, age and visa type to help them assess the possibility of migrating to New Zealand.

Greg Forsythe, national manager, marketing at Immigration New Zealand said Ubiquity enabled the agency to capture, nurture and retain leads at a scale that would be otherwise impossible.

The system is also used to help successful applicants he said: it automatically sends personalised information to help them understand local tax obligations, employment rights, healthcare, education etc.

"The ability to use data to personalise communications ensures relevance and delivers high quality engagements with high value migrants, providing a fantastic first impression of New Zealand," he said.

Qrious CEO Nathalie Morris said the system was sufficiently user-friendly to be maintained and managed by Immigration New Zealand staff unassisted.

 

Read more: Spark downgrades guidance as it accelerates shift to agile operations

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