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An incremental approach to CRM that will radically change how you manage enrollment
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ENROLLMENT MANAGEMENT EVOLUTION
INTELLIWORKS WEBINAR
Presented by Lesley University
Jane Raley, Director of Enrollment Management Operations, Lesley University
email: [email protected]
WWW.INTELLIWORKS.COM
LOGISTICS
• Recording will be available within 24-48 hours of today’s event.
• Q&A session following the presentation. You may submit your questions in writing via the GoToWebinar panel on your screen.
• For more information, contact [email protected]
WHAT IS INTELLIWORKS?
• Intelliworks is a Relationship Management Solution for Higher Education.
• Intelliworks provides software and services that enable enrollment, admissions, and marketing professionals to make purposeful connections with students, prospects and alumni.
• Intelliworks helps institutions recruit students, market their programs, grow and shape enrollment, raise awareness and drive tuition-based revenue.
WHY THIS WEBINAR?
GLOBAL CHALLENGES
• The number of secondary school graduates will start to decline in 2010
• Other English speaking countries are actively enrolling more international student
• Online programs are creating a more broad and attractive set of options for student
• Looming recession will put higher education in greater competition with other public services
• An expectation for personalized relationships comes ‘standard’ with the millennial student
• Doing a whole lot more with a whole lot less may be a permanent reality for higher education
Source: Nicole Engelbert, Ovum
Growth
Quality
Intelligence
Efficiency
Growth
Quality
Intelligence
Efficiency
GROWTH• Increase inquiries,
applications, enrollments, etc.
• Raise awareness of your program in the market
• Expand the diversity of your offerings
Growth
Quality
Intelligence
Efficiency
EFFICIENCY• Reduce the number of clicks it
takes to complete an application
• Improve your inquiry response time
• Automate workflow and communications
Growth
Quality
Intelligence
Efficiency
QUALITY• Attract more qualified
students or attract the right students for your program
• Differentiate your program from the competition
• Improve customer experience
Growth
Quality
Intelligence
Efficiency
INTELLIGENCE• Year-over-year comparisons of
your key metrics
• Responses to your marketing messages (opens/click throughs, etc.)
• Engagement of your community
OUR EXPERT
Jane Raley, Director of Enrollment Management Operations,Lesley University
• More than 25 years of experience working in higher education admissions and enrollment;
• Experience with recruitment for undergraduate, graduate and adult education programs;
• Plus several years experience in managing and implementing admissions and CRM systems.
Enrollment Management Evolution
An incremental approach to CRM that will
radically change how you manage enrollment.
Agenda
Admissions…My How We’ve Changed
A Snapshot of Lesley University
CRM Goals and Objectives
What I Knew Then…What I Know Now
Capturing and Working with Data
Top 5 Tips
Questions?
My how we’ve changed…
Demographic Shifts
Source: New England Board of Higher Education analysis of Western Interstate Commission for Higher Education (WICHE) data.
Competitive Threats
Technology Developments
Evolving Student Expectations
THE OLD WAY THE NEW WAY
Inconsistent Consistent
One-Way Two-Way
Fragmented Unified
Weak Community Social
Non-Targeted Personalized
Reactive Proactive
Making Data Accessible
• Knowledge about prospective student
• Information about their interests
• Ability to personalize communication based on that information
• Access to that data…any time…anywhere!
Agenda
Admissions…My How We’ve Changed
A Snapshot of Lesley University
CRM Goals and Objectives
What I Knew Then…What I Know Now
Capturing and Working with Data
Top 5 Tips
Questions?
A Snapshot of Lesley University
Student Population
Located in Cambridge, Ma., Lesley University offers undergraduate and advanced degrees that prepare individuals to become leaders in education, human services, the arts, environmental studies and a variety of other professional fields. Roughly 10,000 students. 1/3 Undergraduate. 2/3 Graduate and Adult Learners.
Admissions OfficesThree admissions offices. Two cater to traditional undergraduate students (Lesley College and Art Institute of Boston) and the third to adults seeking graduate or bachelor’s degree completion programs.
Go Live Timeline
Evaluated Vendor Options/Conducted Formal RFP
Winter 2010
Signed Contract with Intelliworks
Began Planning Implementation
Spring 2010 Go LiveSummer 2010
Agenda
Admissions…My How We’ve Changed
A Snapshot of Lesley University
CRM Goals and Objectives
What I Knew Then…What I Know Now
Capturing and Working with Data
Top 5 Tips
Questions?
1) Provide unified system for tracking prospect recruitment efforts that could be accessed easily by all recruiters (both campus-based and remote);
2) Give admissions counselors a single access point for all inquiry data;
3) Quantify the effectiveness of recruitment marketing and event efforts;
4) Have insight into counselor outreach efforts in order to better manage their efforts;
5) Improve efficiency by eliminating/reducing need for manual data entry;
6) Decrease reliance on University Technology resources.
Strategic Goals and Objectives
End-to-End, Front-End Solution
System now used to manage…
Online Applications
Prospect Inquiries
Event Registrations
Email Marketing
Visit Confirmations
Personalized and Proactive
Facts & Figures Slide
Agenda
Admissions…My How We’ve Changed
A Snapshot of Lesley University
CRM Goals and Objectives
What I Knew Then…What I Know Now
Capturing and Working with Data
Top 5 Tips
Questions?
Mandate from Leadership
Strong executive support from VP of Enrollment Management.
CRM usage would be mandatory for all members involved in enrollment/admissions.
Period.
Your Largest Investment? Time.
Who will use the system?
What data will we capture?
How will be use that data?
What is the process?
Assemble Your A-Team
What’s an A-Team?
Small, but knowledgeable group comprised of both: people who know admissions data and people who will be on the frontlines of using the system.
Take the Plunge
More than just technology…
We Had to Change the Culture
•Be more proactive
•Access information
•Think creatively
Agenda
Admissions…My How We’ve Changed
A Snapshot of Lesley University
CRM Goals and Objectives
What I Knew Then…What I Know Now
Capturing and Working with Data
Top 5 Tips
Questions?
Capturing Data
Wanted to avoid counselor overload…
Initial Concerns
“I feel like it’s more work…”
“Entering data takes too much time.”
“I’m used to doing it the old way.”
Overcoming Objections
How could we help our counselors work more efficiently?
Efficiency Ideas
Create Templates for
Common Interactions
Enter Data As You Go
Have
CRM
Open At
Desk
Where we’ve gained efficiency
•Reduced manual entry of data
•Mass import of lead source data
•Instant capture of student/faculty phonathon results
•Automatic visit confirmations using email templates
•Management of event emails
Where we’ve gained efficiency
Time Spent Entering Inquiries
Number of Inquiries
Processed
• 45,000 inquiries annually:o20,000 Lesley Collegeo5,000 Art Institute of Bostono20,000 Graduate and Adult Bachelor’s
• Manual entry reduced by half at each institution due to either mass import of inquiries into Intelliworks or online forms.
Tracking Progress Over Time
Track interaction usage (month by month)
Analyze Marketing Efforts
Analyze Event Effectiveness
Agenda
Admissions…My How We’ve Changed
A Snapshot of Lesley University
CRM Goals and Objectives
What I Knew Then…What I Know Now
Capturing and Working with Data
Top 5 Tips
Questions?
Top 5 Tips
1. Think incrementally
2. Train the Trainer
3. Meet people where they are
4. Provide resources internally
5. Have top-down mandate for change
Questions?
Jane Raley,
Director of Enrollment Management Operations
MI09_PUB_OT004
