recruitment: increasing student recruitment efficiency

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sfdc_ppt_corp_template_01_01_2012.ppt

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Brian Wm. Niles, TargetX Karen Full, Kettering University

Thomas Kasper, Eastern Michigan University

Increasing Student Recruitment Efficiency

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse

December 2011!

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Strategies that Work Cost Containment Measuring Effectiveness Reducing Redundancy Focusing Effort Targeted Messaging Automation (communication, reports)

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sfdc_ppt_corp_template_01_01_2012.ppt

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Karen Full Director of Undergraduate Admissions

Kettering University

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Who we are:

� Kettering University is the national leader in experiential STEM education, integrating an intense academic curriculum with applied professional experience. Through this proven approach we inspire students to realize their potential and advance their ideas.

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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What works well for us:

� Telling the Kettering University story � Learning the student’s story � Strategic communication � Hosting outstanding events � Excellent follow-up / customer service

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Salesforce=Streamlining of Processes

Lead/Inquiry Generation

Communication Plan

Travel/Outreach Events Customer

Service/Follow-up

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Salesforce x Kettering Recruitment Team = Optimization

�  Data-Driven!

Relationships Communication Mobility Transparency

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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What else is working?

� Email Campaigns & Segmentation � Consistent Templates for Recruiters � Tracking Campaigns and Conversations � Recruiter Task Management

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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And what’s next?

� Parent communication plan � Alumni recruiters and communication � Utilization of current students in recruitment � Expand social networking opportunities

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sfdc_ppt_corp_template_01_01_2012.ppt

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Thomas Kasper Senior Admissions Advisor

Eastern Michigan University

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Who we are:

�  Eastern Michigan University is a comprehensive regional public university with a focus on the Arts & Sciences, Business, Education, Health & Human Services, and Technology.

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Critical Needs:

� Ability to be distinct in a pool of similar schools � Maximize prospect/inquiry/ applicant touch points � Strategic communication � Tracking data on everyone, everything � Banner Integration � Turn ‘applicants’ in to ‘applicans’

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Salesforce + Eastern Michigan = Streamlined Processes

� Workflows automate tasks � Campaigns send directed messages and track the

results � Reports can be written and scheduled to run and

distribute � Data can be easily uploaded, extracted or analyzed

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Salesforce + Eastern Michigan = Unification

� Messages � Outreach efforts � Event registrations and confirmations � Reporting

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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Salesforce + Eastern Michigan = Unification

� The CRM allows us to create consistency with methods, messages and expectations of service

� Real time data and use of dashboards get everyone on the same path towards our common-goal, increased enrollment of quality students

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.