National Small College Enrollment Conference 2010
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Transcript of National Small College Enrollment Conference 2010
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Adrienne Bartlett, Vice President, Client Experience
NSCEC 2010 Orlando
The CRM Revolution in Student Recruiting
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ExpectationsIntro
CRM/SRM10 Considerations
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Technology | Consulting
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More optionsMore choicesMore money
More infoMore clutterMore speed
More STRESS
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CustomerRelationshipManagement
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StudentRelationshipManagement
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Leader in CRM meets the
Leader in Student Recruitment
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Integrated.Flexible.
Expandable.Reportable.
Mobile.
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What can CRM do for you?
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TrackManageIntegrateAutomate(Enroll)
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Simplify.
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10 Considerations for choosing a CRM
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1Get what you need
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Online ApplicationEvent Management
Contact ManagementMarketing Campaigns
Centralized, Shared Reports
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2Is it time?
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Business need?Resources available?
Budget/Pricing Model?
Who will use it?
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3Feelin’ IT?
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What is your current level of IT support?
Are they “on board?”
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Will you be successful without it?
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Level of IT involvement/support
can be critical to your success.
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4What model?
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The future is in the cloud...
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“Cloud Computing”
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Power of Data On-Demand
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Cloud Computing is the future.
It’s already here.
Are you?
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5Return On Image?
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What are you saying?
Each touchpoint sends a message about you.
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Email remains one of the best ways to communicate
with prospects (and parents)
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"Email began as a one-to-one medium."
"But marketers quickly recognized its value as a one-to-many model
and began treating email messages as if they were electronic catalogs
and sales circulars."
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“Email is once again all about the conversation”
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1:1
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Stop talking at me like you don’t know
who I am!
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“If you haven’t already” “applied”
“registered”“visited”
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CRM is helping to make messages much more targeted, relevant and
personalized.
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“These days, the most effective approach is a one-to-some model”
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More messages Smaller groups
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6Dealing with Data
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Managing disparate and multiple data
sources?
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Goal?Necessity?Aspiration?
Integration:
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A quick story...
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DATA
Reports
AppsMailings
ERP
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Spend less time moving data
(and get back to recruiting students)
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7Want a revolution?
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Automate
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“When x happens, trigger y”
Workflows
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Workflows
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Phone callsEmails
Task assignmentsLetter generation
..and more
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Permissions
Users get varying levels of access based on roles you define
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Permissions
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8“If it moves, track it”
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“That which gets measured gets
improved.”
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IdentifyTrackAdjust
Key Metrics:
Share?
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Email Campaigns
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Dashboards
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Track “how” a student was recruited
vs.Whether (or not)
they enrolled
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9Crawl. Walk. Run.
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Consider a “crawl, walk, run”
CRM strategy
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Scalability?“Phased rollout?”
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Can’t change everything at once.
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10Putting it all together
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Make it human.
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1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human.
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“Marketing may be collective, but
buying is personal”
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Don’t work harder.
Work smarter.
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Let’s recap...
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Why CRM?
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Simplify. Manage.
Build Relationships.Recruit.
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Why not?
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