a pathway to improving enrollment presented by earnest phillips executive director communications...
TRANSCRIPT
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A Pathway to Improving Enrollment
Presented by Earnest PhillipsExecutive Director
Communications and Marketing3.11.15
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• More than 20 years of private- and public-sector experience
• 1993-1999 – Weyerhaeuser (External Communications Manager)
• 1999-2014 – UNLV (Associate Vice President of Communications)
• 2014-Present – Seattle Colleges
Introduction
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For our purposes today, I would like to define Public Relations as building relationships with key stakeholders.
– It is NOT media relations. News media is audience and conduit.
– The news media is not responsible for telling our story
Definition of Public Relations
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Working with college personnel to:
• Learn about the organization.
• Identify the enrollment process.
First Six Months
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I pulled together two groups:1. Communication committee2. Outreach committee
For both, I:• Sought representation from all colleges.• Listened to concerns, learned about policies, and
asked for recommendations on how the district can assist.
Two Working Groups
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Focused on coordination and collaboration– Connect every two weeks on phone – Monthly workshops
Members– Sarah Dean (SVI)– David Sandler (Central)– Melissa Mixon (North)– Kevin Maloney (South)– Maria Lamarca Anderson (District)
Communications Group
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Focused on coordination and collaboration– Meet every two weeks as committee
• Identifying processes, products, and procedures to help with recruitment and enrollment.
• Looking to get best ROI on district and college communication efforts.
Outreach Group
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Members• Leslie Aest (Central)• Gina Nakamura (Central)• David Sandler (Central)
• Susan Shanahan (North)• Melissa Mixon (North)
• Kevin Maloney (South)• Vanessa Calonzo (South)
• Maria Lamarca Anderson (District)• Paulette Eickman (District)• Judy Reed (District)• Joyce Hansen (District)
Outreach Committee
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What steps should we take to improve and enhance our enrollment process?
Enrollment
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Today’s Approach to Enrollment
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Some items I have noted:
• Noel-Levitz recommended a CRM.– I concur. Critical to reversing the slide.– CRM gives opportunity to define and measure recruitment
efforts.– Our competitors are using it.
• Times have changed for community colleges and enrollment– Our consumers are smarter with more access to
information.– The website is our 24/7 salesperson.
Enrollment
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For Seattle Colleges:
• Recruitment responsibilities found in different areas of each organization.
• Enrollment discussions revolve more around advertising (billboards, etc.) and less about process
• We are in a competitive market.
• We need to circle the wagons and shoot out, not in.
Enrollment
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Today’s Approach to Enrollment
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• External research – Working with Victor Kuo and college IR personnel to design instrument for external stakeholder survey.– Segment potential students, community leaders,
business owners.
• Internal research – Going to use Judy Reed research for now. Need to develop other instruments.
Step 1: Survey Research
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• Common look and feel for district and outreach collateral
• Colleges still maintain identity on college specific items
– Education Master Plan– Navigator one-pager– Compass one-pager– Table drapes– Folders– Inquiry card
Step 2: Communication and Outreach
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Common Look and Feel
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Common Look and Feel
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Common Look and Feel
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Common Look and Feel
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Common Look and Feel
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• The website is our most important communication tool.– Website is our 24/7 salesperson.
• Enrollment needs to have most of the real estate. – It’s the No. 1 priority.
• Allows us to focus our advertising by using one website address.– Academic listing page to help students find their program.– Goal is to keep prospective students from enrolling in higher ed
institutions outside of our district.
• Push to inquiry form
Re-focusing the District website
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District Website Comp
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Advertising
• Working with college communicators to build a master calendar.
• Developing expectations for colleges and districts.– Eliminate duplication– Maximize ROI
Advertising
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• Taking advantage of our great student stories– Video series of alumni
• Social media and web• Reinforce our narrative
– Ongoing program
• Create communication programs to convince key stakeholders into becoming ambassadors:– Alumni– Opinion Leaders and Decision Makers– Employees
District Public Relations
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• Key component to the enrollment process.
• Building an inquiry form.– All inquiry info into one database.– Separate data by college.
• Inputs come from:– Web– Phone calls– Face-to-face– Inquiry cards
Step 3: Inquiry
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What is a CRM?• Client Relationship Management program– Salesforce
• All have the same bells and whistles– Track touches– Automate responses– Put information in database
Database (and possible move to CRM)
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Response and Evaluation
– Automate responses to those inquiring about your college.
– Collect data.– Provide metrics for evaluating outreach efforts– Evaluate and inform outreach and communication
strategy.– Engage faculty in the process
• Faculty can send emails to students interested in their program.
What a CRM offers colleges
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1. Research – Done by CRM committee
2. Conduct RFP3. Screening4. Evaluation
Our CRM Evaluation Process
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Members• Gina Nakamura (Central)• Andrew Baldridge (Central)• Lucas Reber (North)• Susan Shanahan (North)• Vanessa Calonzo (South)• Michael Lock (District)• Joyce Hansen (District)
CRM Committee
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• Surveyed other community/technical colleges and private and public universities
• Key findings– Many struggle to get full potential due to
resources.– Most are investigating a purchase.– Those who are using it well believe it is key to
their success.
Research
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In order to implement colleges and district will need to:
• Assign resources
• Determine primary/general messages– Communication practitioners
• Manage responses– Possibly your current outreach personnel
Implementing a CRM
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• Next steps in CRM evaluation– Screen RFP and pick two finalists
• Evaluate two finalists:– Student Services– IT– Communications
Next Steps and a Request
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Questions