Darren Wallis – Director of Student Admissions and Recruitment

Richard Harrison – Events & Enquiries Manager

Stephen Macdonald – CEO Azorus

Session outline

• Background and context

• Implementation

• A brief overview of the system

• Discussion and questions

What?

• A Customer Relationship Management system• 2 elements of the Azorus package

– YourWarwick Portal• Tailored subject information

• Priority booking for Open Days and other events

• News of opportunities to meet Warwick representatives in your region

• A dynamic Warwick events calendar

• Updates on student life at Warwick

– Back-end Communication Management tools and Reporting

Why?

• Warwick is in a relatively healthy recruitment position

• But competition, especially global, is intensifying

• Clear evidence that competitors have invested heavily in recruitment and marketing

• CRM one of a number of measures designed to strengthen the medium/long-term recruitment position of the University

Why?

The current situation• We don’t (fully) know who our prospects are• We don’t know who at Warwick they have spoken to• We don’t know what activities at Warwick they have

undertaken• We have limited and disjointed information on our prospects

– Spreadsheets– SITS– Databases– Post-it notes!– Data fragmented across central providers and departments

• All enquiries via phone / email can be captured in one place• All members of Central / Department Recruitment and

Admissions able to view and add to prospects’ records• Reduce the time spent responding to the same questions• Ability to target communications to unlimited segments of

our prospects register

YourWarwick

• Recommendation arising from external ASDAR summer 2007

• Tendering process• Azorus selected as preferred supplier

– Partnership agreement significant factor in decision

• Steering Group

History

• Consultation and work carried out with e-lab and Comms• Extensive development work carried out by Azorus

– Translation of e-lab designs– Population of portal content from current literature / web – Experience of other customers passed on to Warwick– ‘The Art of the Possible’ – Azorus can do attitude

• Gatekeepers / Senior Editor roles within SARO– Departmental Editors

• Spring 2009 launch

Implementation

• Approve content created by Azorus– Student testimonials created by SARO– Department news – RSS feeds and consultation– All current SARO order and booking forms within system– Fully branded portal and email templates

• Implement general communication plan within back-end• Training the trainers – January 2009

Countdown to Launch

Issues

• Underpinning Communication plan• Department – Centre interaction• Different systems for different stages of the student

life cycle – YourWarwick, MyWarwick, Raiser’s Edge – does this matter?

• Appropriateness to all levels and modes of study – UG, PG, PGT; part time/ CPD; HEFP

Stephen MacdonaldCEO Azorus

How?

• Minimum information need from a prospect is an email – Personalised email generated with link to portal

• Registration information gathered via:– Full registration form– Prospectus order forms– Event booking forms– Emails received– Phone calls– Rapid Registration forms– Recruitment Fairs via Digital Ink

• ‘Intelligent’ paper forms• Used at HE Fairs and events• Pen captures text written and boxes ticked• Prospect gets personalised email before

they get home!• Only HEI in the UK currently with this

technology

Digital Ink

What YourWarwick looks like

Registration form

YourWarwick portal

AskWarwick

AskWarwick

Personalised Emails

• Emails– One-off

• Targeted, Personalised, Timely, Automatic, Branded

– Communication Plan - ‘set and forget’

• AskWarwick Natural Language Queries cf. Ask Jeeves• Event Management• Prospectus Ordering• Reports i.e. Conversion successes• Linked to SITS, application progress• Department event management and enquiry handling

YourWarwick in action

• Reduction in generic email queries– Reported reductions up to 70-80%

• Ability to create stronger relationship with prospect by knowing the history

• Ability to target segments of prospect pool filtered by anything

• ‘Frees your time’ to undertake more focused activities– e.g. develop relationships with central departments, schools and

prospects requiring even more personal attention.

What YourWarwick will do for you

Comments and questions….