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Technological Transformation of the Bethel Admissions System
Spring 2020 Board of Directors MeetingEric Preheim, Associate Director for Admissions
Andy Johnson, Vice President for Admissions
● Name Buying● Telecounseling ● Direct mail and glossy
brochures○ Full catalogues for
wealthier schools● Church visits● School visits and College
Fairs● Word of mouth
College Admissions Activities Prior to 2000Industry Wide
● No● Yes● Yes
● No
● Yes● Yes
● Yes
Technology that Changed the Higher Education Admissions Landscape
● World Wide Web● Facebook● iPhone● Social Media
2000 -- 2010
● CRM’s● Name Buying● Direct Mail● Website● Digital Marketing● Telecounseling● School Visits and
College Fairs● Church Visits● Word of Mouth
● Yes and No● No● Yes● Yes● No● Yes● Yes
● Yes● Yes
2010 -- 2020Increasing
● CRM Sophistication● Website● Website Tracking● “Stealth Applications”● Digital Marketing● Artificial Intelligence● Machine Learning● Target Segment Name
Buying● Virtual Tours● Students as Savvy
Consumers
Decreasing● Direct Mail with Glossy Print● Blanket Mailing● “Road Warrior” counselors● “One size fits all”
recruitment
Bethel in 2015
● Name Buying Just Started● Target Segment Name Buying No● Telecounseling Yes● Direct mail Yes● Church visits Yes● School visits and College Fairs Yes● Word of mouth Yes● CRM Yes/No● CRM Sophistication No● Website Yes● Website Tracking No● Digital Marketing No● Artificial Intelligence No● Machine Learning No● Virtual Tours Yes until 2016
● Name Buying Yes● Target Segment Name Buying Yes● Telecounseling Yes● Direct mail Yes, strategic● Church visits Yes● School visits and College Fairs Yes, strategic● Word of mouth Yes● CRM Yes● CRM Sophistication Yes● Website Yes● Website Tracking Yes● Digital Marketing Yes● Artificial Intelligence Yes● Machine Learning Yes● Virtual Tours Yes, COVID19 addition
Bethel in 2020
Technology Upgrades 2015 -- 2020
2014: YouVisit virtual tour Cut in 2016
2015: Chegg/NRCCUA digital advertising Ongoing
2018: Capture Higher Ed website tracking Ongoing
2018: Capture Higher Ed digital marketing Ongoing
2018: Slate CRM Ongoing
2019: Niche.com and Cappex.com Ongoing
2020: Capture Higher Ed Apply, Aid, Enroll Coming Soon
Year and Partner Current Status
Slate by Technolutions: 2017- ongoing
Search for new CRM to replace Recruit2
● Jan. 2018: signed contract with Slate
Building for FA19 class and beyond
● Feb. 2018-19: launched inquiry, visit, application forms and deposit link
August 2019: *largest freshman class in 31 years*
Slate by Technolutions: 2017- ongoing
Forms
● Pre-Slate: would hand-enter all form data (application, visit,
inquiry, recruiting questionnaires, camp signs ups)
● All form submissions are automatically added to existing Slate
profiles or automatically create new ones
● An automated set of emails set up for each form submission
● Remote visits set up!
Slate by Technolutions: 2017- ongoing
Deposit link and application portal
● Pre-Slate: deposits mainly by mail, often out of sequence; no
portal
Test record’s application portal *
*requires Eric’s Slate permissions to view link
Slate by Technolutions: 2017- ongoing
Email communication flow redesign
● Pre-Slate: emails built by Institutional Communications office;
not visible to admissions counselors
● Jan. 2019 - Dec. 2019: Laura Rudolph consulting
● Summer 2019: built all-new emails (over 2,000) for all levels
of student and parents
● Segmented populations based on time and status
● Revisions and updates are weekly
Stage 1; Stage 2; Stage 3; Stage 4; Stage 4.5 *
*requires Eric’s Slate permissions to view links
Slate by Technolutions: 2017- ongoing
Other changes● Updated bethelks.edu/visit page● Queries● Automated FAFSA verification emails● Slate text messaging system; mass and individual● Faculty recruitment portal● Queries built specifically for fine arts and athletics recruiters,
financial aid, enrollment advisers, registrar, etc.● Integration of high school contacts (including alumni)● Automated reports● Automated uploads of prospects (bought names)● Special scholarship applications● Simplified committee process● Counselor accountability measures● Re-do of all our other non-campaign emails● And more!