Keeping In Touch: CRM Strategy
26
KEEPING IN TOUCH Using an Effective Email and CRM Strategy
-
Upload
texas-association-of-graduate-admissions-professionals -
Category
Education
-
view
152 -
download
4
Transcript of Keeping In Touch: CRM Strategy
KEEPING IN TOUCHUsing an Effective Email and CRM Strategy
◉ Michael Giordano
Assistant Director, Graduate Admissions
The University of Texas at Tyler
◉ Jessica Miller
Online Graduate Recruiter
The University of Texas at Tyler
Your Presenters
◉ Small Public University
◉ 8,500 total students
◉ 2,500 graduate students
◉ Serves East Texas region
The University of Texas at Tyler
◉ No strategy
◉ Philosophy: turn prospects into applicants
◉ Disorganized
◉ Non-uniform
◉ No follow up
What We Were Doing…
◉ Lose contact
◉ Could only track individuals
◉ No call to action
Why It Was Ineffective…
◉ Strategic CRM/Email usage
◉ Philosophy: Engage students throughout cycle
◉ Changed Email format
◉ Identified Status Categories
What We Changed…
1. Prospect
2. Applicant (Not Accepted)
3. Accepted (Not Enrolled)
4. Enrolled
5. Inactive
Status Categories
◉ Created calendars and spreadsheet
- Relative
- Absolute
New Emails
◉ Populated calendar
◉ Rewrote emails
◉ Redesigned format
◉ Created tracking
New Emails
◉ Populated calendar
◉ Rewrote emails
◉ Redesigned format
◉ Created tracking
New Emails
◉ Filters of 4 stages
◉ Weekly analysis
◉ Monthly analysis
Results
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
Prospect
Applicant
Accepted
Enrolled
Contact Stages - Monthly Comparison
9/1 10/1 11/1 12/1 1/1 2/1 3/1 4/1 5/1
THANKS!Any questions?
