Strategy + Technology = CRM Success

Common Breakdowns in Professional and Continuing Education

(And How to Overcome Them) Webinar Series

Presented by the UPCEA Marketing and Publications

Community of Practice

STRATEGY + TECHNOLOGY = CRM SUCCESS

with presenter Todd Gibby, CEO, Intelliworks

Thursday, November 11, 2010

DemandEngine, Inc. Copyright 2010

2011 UPCEA Marketing Seminar

• February 9 – 11, 2011, San Antonio, TX

• Visit the seminar website (www.upcea.edu/marketing) to:

– Check out a video of what past participants have to say about the

marketing seminar

– Subscribe to receive email updates (and when you do you’ll receive

the top 25-marketing tips that have been shared at past UPCEA

Marketing Seminars)

– Register to attend

2

http://www.upcea.edu/marketing


Today’s Speaker: Todd Gibby

Todd Gibby is CEO of Intelliworks, a leading

provider of relationship management software

and services for higher education. Intelliworks’

web-based CRM solution helps colleges and

universities make purposeful connections with

students.

Prior to joining Intelliworks, Todd served as

executive vice president of operations at

Blackboard. He began his career in higher

education technology at Campus Pipeline (now

part of SunGard Higher Education).

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Common Breakdowns in Professional and Continuing Education

(And How to Overcome Them) Webinar Series

Presented by the UPCEA Marketing and Publications

Community of Practice

STRATEGY + TECHNOLOGY = CRM SUCCESS

with presenter Todd Gibby, CEO, Intelliworks

Thursday, November 11, 2010

“Managing relationships with prospective and current

students and their influencers is the new core

competency requirement for today’s enrollment

marketer. In this webinar, learn why relationship

management is a strategy-first proposition, enabled

by powerful CRM technology.”

Frameworks, considerations, pitfalls to avoid


Agenda

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Evolving to meet student expectations

Clarifying strategic approach

Setting and measuring benchmarks for success

Why CRM? Why Now?


The Deck is Stacked, Right?

• Less than 16% of those enrolled in higher education are “traditional” age college students (18-22)

• Over 25 population is the fastest growing segment in higher education

• Availability of online and hybrid programs makes these programs more accessible than ever before

• Even in a recession, people are better off with an education than without

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The Deck is Stacked, Right?

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Challenges Abound…

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http://abclocal.go.com/kfsn/story?section=news/local&id=6711471


Challenges Abound…

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What you see happening

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Enrolled Student

Application / Enrollment

Engagement

Education


What’s actually happening

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Enrolled Student

Application /

Enrollment

Engagement

Education

Enrolled Student

Application /

Enrollment

Engagement

Education

Enrolled Student

Application /

Enrollment

Engagement

Education

Enrolled Student

Application /

Enrollment

Engagement

Education

Enrolled Student

Application /

Enrollment

Engagement

Education

Enrolled Student

Application /

Enrollment

Engagement

Education


What’s actually happening

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Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

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Engage

ment

Educatio

n

Enrolled Student

Application /

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Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

Engage

ment

Educatio

n

Enrolled Student

Application /

Enrollment

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ment

Educatio

n

Enrolled Student

Application /

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Educatio

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Enrolled Student

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ment

Educatio

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Enrolled Student

Application /

Enrollment

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ment

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n


Finding Signal Amidst the Noise

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Noise Discover Educate Engage Enroll Yield SignalAnalyze



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Evolution

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Economic Trends

Demographic Trends

Consumer Trends

Technology Trends


Evolving Communications

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“If we are driving them there, should we then question where they currently are and how we can push content to them?

It seems that in our strategies, we are building a pull-environment for a push-customer...”

-Mark Hoetning, CIO, Arkansas State University (via EDUCAUSE Listserv)


Expectations are Changing

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WEB: 92 percent said that they would be disappointed with a school or remove it entirely from their lists if they didn’t find the information they needed on the school’s Web site.

SOCIAL MEDIA: 76 percent of students supported schools creating their own private social networks for prospective students.

ECONOMY: 46 percent claimed that the current economic crisis had caused them to reconsider the schools they would apply to or attend—an increase from 34 percent just last year.

MOBILE: 23 percent of respondents reported searching college sites from their smart phones.

Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students,” August 2010


Not Just “The Kids”

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Source: Community College Student Engagement Survey, June 2009


Agenda

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What is CRM?


Defining CRM

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• A comprehensive way to maximize the value of your customer relationships.

• Proven methodologies / technologies that help companies to identify, select, acquire, develop, and retain profitable customers.

• A way to improve customer experience and provide optimal service to your constituents.


CRM: A Competitive Necessity

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• CRM enables the creation of an

effective strategy for an institution to

differentiate itself.

• For a competitive advantage, Gartner

Research believes that institutions

must have a CRM system for

recruiting in place by 2011.

• By 2013, an institution will be at a

competitive disadvantage for

recruiting without this type of solution.Source: Gartner, Q&A: The Role of CRM in Higher Education Student Life Cycle Management, Marti Harris, December 2009


Yet Adoption is Low Across Institutions

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• Nearly a one third of institutions have already made an investment in a CRM solution

• In the next two years, this number will reach nearly half of all institutions, thereby making CRM a must-have rather than a nice-to-have solution in the industry

• As demographic, global and economic shifts make student recruitment more intense, institutions will undoubtedly perceive CRM as an increasingly important solution

32.0%

17.3%

11.3%

10.7%

7.3%

21.3%

0% 10% 20% 30% 40%

At no time in the foreseeable future

2 to 3 years

12 to 24 months

In the next 12 months

My institution has already purchased a CRM solution

Currently using CRM

Percentage of respondents

Institutional plans to purchase a CRM solution

Source: Datamonitor, Business Trends: Understanding Your Education Technology Customer, 2008


CRM’S CHANGING ROLE IN HIGHER ED

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Cost Install

FlexibilityAdoption

Discover

Engage

Enroll

Evaluate

Improve

CRM

Student Information System

Enterprise Resource Planning Solution

Learning Management Solution

Business

Intelligence

Solution

Source: Datamonitor


CRM is not just…

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TECHNOLOGY

People + Process + Technology = CRM


You will fail without a strategy…

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Strategy Starts with Your Customer

• WHAT: What is their program / degree of interest?

• HOW: What is their preferred format of course delivery?

• WHY: What are their motivations?

• HOW WELL: How would they calculate a ROI?

• WHERE: Where do I find them…or let them find me?

Find out what motivates them


Strategy Starts with Your Customer


Why does motivation matter?

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Why are they here?2

What keeps them up at night?3

How can you solve their problem?4

What do you want them to do?5

How can you best reach them?6

How might they resist?7

What are they like?1

© duarte.com 2008

What motivates your students?


Developing Personas

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Thinking in Human Terms

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The Doubting Thomas

He went straight to work after high schooland now he’s looking to get ahead in his career. He’d like to go back and earn his degree, but just got promoted and doesn’t want to leave his job.


Thinking in Human Terms

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The Idea Man

He’s spent the last 25 years running his own company, and is ready to retire, but that doesn’t mean he’s ready to stop. Many assume he’s against online education due to his age, but in factrather affluent professionals like him may prefer to learn at their own pace while enjoying their golden years.

Figure out how to find them


Preferred Communications Channels

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Q: Would you want to receive information about a college or university via __________________?

825 26

4 16

9275 74

96 84

Text Message Email Facebook Telephone Postal Mail

Yes No

Source: Intelliworks LinkedIn Poll, January 2010 (n=100)


Source: XKCD.com

“97% of students begin their search online. “ (Source: Stamats)


Website Features that Matter

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0 20 40 60 80 100

Online Application

Campus visit form

Cost calculator

Online course catalog

RSS feeds

Personlization

Virtual Tours

A lot of value

Extreme value

Source: Noel-Levitz, August 2010


Agenda

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Awareness

Inquiry

Follow Up

Engagement

Qualification

Application

Enrollment

Retention

Admissions

MORE

The Tyranny of “More” (Part 1)


The Tyranny of “More” (Part 2)

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• Insight

– Leverage historical interactions to

communicate with students based on their

interests

– Provide information that’s relevant and

meaningful to each individual

• Engagement

– Build relationships across multiple

communications channels

– Connect students with experts at your

institution via email, chat, social media or

phone

• Support

– Provide a continuity of service by tracking

every interaction with a student

– Manage student inquiries efficiently to ensure

response and success


Growth

Quality

Intelligence

Efficiency


Do these look familiar?

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• Common Goals

– Increase Enrollment

– Improve Staff Efficiency

– Control Data Sharing

– Enhance Effectiveness of

Student Contact


Survey Says!

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0%10%20%30%40%50%60%70%80%90%

100%

Very Important

Important

N/A

Less Important

Not Important

Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010


4 CRM Initiatives

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Growth

Quality

Intelligence

Efficiency

GROWTH• Increase inquiries,

applications, enrollments, etc.

• Raise awareness of your program in the market

• Expand the diversity of your offerings


4 CRM Initiatives

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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


4 CRM Initiatives

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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


4 CRM Initiatives

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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


Measure Basics

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• Establish benchmarks

– Student Inquiries

– Web site Traffic

– Event Attendees

– Applicants


RESOURCES

• Higher Education and Social Media

– http://www.intelliworks.com/blog

– http://www.ustream.tv/user/intelliworks/videos

– http://www.slideshare.net/intelliworks

• Creating Marketing Personas

– http://video.google.com/videoplay?docid=-1799477031032190172&hl=en#

– http://technomarketer.typepad.com/technomarketer/2008/04/developing-pers.html

• Marketing Charts

– http://www.marketingcharts.com

• Cartoons

– http://www.tomfishburne.com/

– http://www.xkcd.com

http://www.intelliworks.com/blog

http://www.ustream.tv/user/intelliworks/videos

http://www.slideshare.net/intelliworks

http://video.google.com/videoplay?docid=-1799477031032190172&hl=en





http://technomarketer.typepad.com/technomarketer/2008/04/developing-pers.html




http://www.marketingcharts.com/

http://www.tomfishburne.com/

http://www.xkcd.com/


Questions

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Download our free White Paper

www.intelliworks.com/services/upcea


Contact Info

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About Intelliworks

Intelliworks enables enrollment and

admissions professionals to make

purposeful connections with students

through its Web-based relationship

management, marketing and

recruitment services.

Leading institutions around the globe

leverage Intelliworks’ relationship

management solutions for higher

education to increase enrollment,

enhance marketing performance and

improve operational efficiency.

.

Todd Gibby, CEO

[email protected]

Follow me on Twitter: @tgibby

Read my blog:


For more information,

visit, http://www.intelliworks.com.

mailto:[email protected]


http://www.intelliworks.com/

Strategy + Technology = CRM Success

Education

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