Algonquin College accelerates student recruitment with Salesforce

ACCELERATING STUDENT

RECRUITMENT WITH SALESFORCE

Doug Wotherspoon Executive Director, Advancement

Welcome to Canada

Agenda

• Introduction to Algonquin • The business imperative • Why Salesforce? • Our Sales System • Results • Demo • Lessons Learned + Q&A

BACKGROUND

Overview

• 20,000 FT & 35,000 PT Students • 4 campuses + online • Salesforce.com client for 24 months • 52 licenses • Using SF:

• Student Recruitment • Corporate Training • Student Retention (February)

Context

Ontario Population

15-24 years of age

SALES & MARKETING AUTOMATION

CRM Evolution

NOV. 2010 TODAY

November, 2010

Today

Cost

2010-11 • $100,000 • CRM Administrator • + Re-organized the

Advancement unit

2011-12 • $109,000 • CRM Administrator

Why Salesforce?

1. Ease of use 2. Foundation pricing 3. IT Lite 4. Pay as you go 5. Proven sales

process

6. Employee engagement via Chatter

7. Foundation Community 8. AppExchange 9. Enterprise-ready 10.Marketing Cloud

Expected Unexpected

Traditional Approach

Open House

Recruitment Presentation

Advertising Campaign

Pick up Brochure

Website

Tour

Modern Approach

Open House

Recruitment Presentation

Advertising Campaign

Pick up Brochure

Website

Tour

CRM

Lead Nurturing

Modern Approach

Information Card

3-7 minutes to enter data

Out

side

Sal

es R

ep

Clie

nt

CRM

D

ata

Cler

k

Presentation Booked

Info Cards Distributed

Student Fills out Info Card in

Writing

Info Cards Delivered to

Inside Sales Rep

Card Reviewed for Missing Data

Data Entered into CRM

NO

Contact Client

Client Receives

Information

YES

Client Responds

Missing Data

YES

NO

YES / NO

Information Sent

Incorrect Data

Pre-iPad App

Out

side

Sal

es

Clie

nt

CRM

D

ata

Cler

k

Presentation Booked

iPad Distributed

Student Enters Data into iPad

Auto Transfer of Data into CRM

Client Receives

Information

YES

NO

Information Sent

Incorrect Data

Post-iPad App

Pilot Project

Lead collection

Sales Process Awareness

Consideration

Preference

Apply/Opportunity

Offer

Confirmation

Paid

Register

Lead Nurturing

Open House

Campus Tour

Applicant Registered

Personas Jasper Cory Rhonda Jane Mrs. Smith

Prospect High Schooler

Prospect Late Bloomer

Prospect Upgrader

Applicant Influencer Parents

• 17-19 yrs • Eastern Ontario • Low-Mid family

income • One parent went to

College • Updates Facebook

daily • Texting machine

• 19-24 yrs • Ottawa/Eastern Ontario

based • Works low paying job • Disenchanted with High

School • Highly social • Facebook and Twitter

daily • Texting machine

• 25-35 yrs • Canada • Earning $25-40k • Graduated from PSE

within past 10 years • Uses email regularly for

work • Moderate Facebook and

LinkedIn user.

• Timeline for acceptance,

payment, course selection.

• Interested in Fee deferrals, Scholarships, Awards and bursaries

• Will I fit in? • How will I meet friends? • Where will I live?

• 40-55 years • Low-Mid family income • 70% • Uses email regularly • Scholarships, safety,

housing • Seeks personal

interaction throughout sales cycle

Basic Automation

1 Capture

Prospective Student

Information off a

Landing Page.

2 3 4 5 System assigns

Prospect to the right

Enrolment Coach & adds the

Lead to the Chatter Feed.

System assigns

Prospect to appropriate

Nurture Campaign.

Updates Prospect’s

file in Salesforce

and appends all

previous anonymous

activity.

Scores the Prospect & creates a

“Follow-up” Call for the

Inside Sales Rep within Salesforce.

Send Email Why Ottawa

Send Email Intro to Residence

Send Email Living in Ottawa

webinar Invite

Wait 1 week •Clicks links +1 •Views video +5

•Clicks link +1 •Registers+5, int. moment •Attends webinar +10, follow-up phone call

Wait 1 week •Clicks links +1 •Views video +5

Basic Nurturing

DEMO

RESULTS

Today • Automated lead capture • Automated print fulfillment • Automated nurture campaigns

based on stage and persona • Event management • Follow up surveys • Lead scoring • Student Information System

integration (Dec/Jan)

Results

2009-10 Recruiter

Productivity

0.4 presentations/day

2010-11 Recruiter

Productivity

1.1 presentations/day

2011-12 Recruiter

Productivity

1.5 presentations/day

Results

2010-11 Lead

Generation

23%

2011-12 Lead

Generation

71%

Results

Lower Publications

Costs

$50k

Improved Response

Time

Days-Minutes

Lessons Learned

• Attend Dreamforce • Hire a CRM Administrator • Invest in training • Ask the community – HigherEd Chatter • Talk about your successes • Act locally, think enterprise

QUESTIONS

Doug Wotherspoon Executive Director, Advancement Algonquin College wotherd@algonquincollege.com @wotherspoond 613-727-4723, ext. 7035

Accelerating Student Recruitment with Salesforce.com

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