Developing a Relationship Management Model

Customer Relations Management in an Enrollment Universe

Joe Szejk, VP for Enrollment & MarketingCollege of Saint Mary

Who are We?College of Saint Mary is a private, Catholic, all-women’s university in Omaha, NE.

Very Mission-Oriented and Student-Centeredo Niche Programs and Scholarshipso Extremely nimble and flexible to serve needs of

studentsTop of Mind Awareness Challenges

o ASQ Competitors very different “pulls” Positive Changes (2000 vs. 2010)

o Financial Strengtho Student Demographicso Academic Profile

CSM Enrollment Model SnapshotFall 2008

Enrollment Services Modelo “Recruiters”o Telephonic Focuso Extremely limited travelo < $1000 on events per yearo SPGP. . . .say what?o Messaging largely the same regardless of

audienceo Quantity of contacts, not quality

“We Don’t Know You.”Anecdotal evidence + micro-level reports = trend(?)Previous Marketing Campaign

o Intentionally “General” Images & Messaging July 2009

o Market Analysis conducted by independent research companyo 400 qualified adults in regiono Top-of-mind awareness, perceptions of CSM, quality of

academic programs, cost, etc.Conclusions

o Perceptions were largely positive (45%) or neutral (52%)

o Outside of “Catholic,” “All-Women’s,” and “Nursing” little else was known.

Action PlanLeverage Best Assets

o Community memberso Campus Engagement on numerous fronts

Segmented Messaging o Student Populationso Influencers

Thought Leadership & PR Effortso “Splash” stories, faculty reports, keynote speakers,

industry events, free webinars, Blogs, community organizations, etc.

New Marketing Campaign & Communications Plano Refreshed Brando Tv, radio, billboard campaigno Viewbook and Microsite (launch Aug. 2010)

Goals of Relationship Management{to}identify and establish, maintain and enhance

relationships with customers and other stakeholders, so that the objectives of all parties involved are met; and this is done by mutual exchange and fulfillment of promises over an extended period of time. The key point about relationship

marketing is the recognition that customers who make repeat purchases have a high lifetime value. Building close relationships with key customers should be mutually rewarding for both the customer and the company.

At our heart, small colleges should all be champions of relationship management!

Transactions vs. RelationshipsTransactional Marketing Relationship Management

Single sale focus Customer retention focus

Focus on product features Focus on customer value

Short-term promotions Long-term relationships

High price sensitivity Price sensitivity addressed through established trust

Discontinuous customer contact over short term

Continuous customer contact on a long term

Commitment to “sale” Commitment to “promise”

Quality is an operations issue Quality is paramount to all employees

The ultimate goal is to convert everyone to a CSM “Advocate!”

Enough Theory. . . . Get to the good stuff!

New Initiatives Outreach: Hitting targeted

stakeholders through a variety of means that intend to share our expertise or resources to their benefit. Aimed at committing to the needs of the community, this is huge in establishing trust factors.

Events: Engaging students and/or influencers in a more visceral, affecting way. These can be on-campus and off-campus but always with a clear and deliberate goal and message in mind.

Thought Leadership: Actively positioning CSM as an organization of authority, a resource, and a trusted advisor on issues such as: women’s leadership, service learning, diversity of perspectives, creative thinking, peer mentoring, etc.

Influencers Concerted effort to affect those who

influence college choice View them as customers with an

extremely long “lifetime value.”

Enrollment Goals

Influencers

New

Initiatives

Put to PracticeFirst Stakeholder Groups:

Secondary School Educators

the Archdiocese Community College

Educators Business Community

Each plan includes: Overview

o Why is this group important?

Themes o Key Messages

Specific Initiative Department Responsible Timeline & Outcomes

Other items to include can be cost, timeline to implement, priority, etc.

Example SubgroupTarget Group

Initiative Divisions Involved

Messaging

Desired Outcome

Priority

Cost

Community College

Articulation Luncheon

Academic Affairs & Enrollment

•Transfer-Friendly•Affordable•Academic Excellence

35 CC attendees; at least 10 program directors; 10 new CC contacts

1 (high)

$1250 (lunch and “thank you” gifts)

Community College

Guest Lecturer Days

Academic Affairs

•Academic Excellence

Five faculty per year lecture on special topic

2 (mid) NA

Community College

Articulation Days

Academic Affairs, Enrollment, Financial Aid

•Transfer-Friendly•Affordable•Academic Excellence

Travel to the colleges regarding transition to CSM

3 (low) NA

Community College

Partnerships

Varies Varies Leveraging resources cross-institutionally

2 (mid) Varies

Commercials

From slide six: intentionally “general” images & messaging

OLD

SCHOOL

Versus. . . .

Relationships extend to all media!

NEW

SCHOOL

Redemption or Ragnorak?

Event Attendees Acceptances Matriculants

Health Occupations Day

17 13 10

Science Day 18 10 5

Athletic Open House

23 23 9

Indicator 2008 2009 2010

Avg. GPA 3.37 3.41 3.49

Avg. ACT 20.7 21 21.5

We’ve also seen growth in key areas along with recruiting stronger students academically.

Three “New” Events for CSM and some outcomes. . . .

Nuggets If this is a wholly new approach for the institution, it may take

years to reap the rewards. Patience! Over time, your recruitment efforts should come easier and yield

higher quality students at a lower discount rate as your target community knows, and values, your institution.

The best approach to establishing a strong relationship with any group is through a multi-layered channels. Ideally, you will pool resources from various departments to work with the stakeholder community as a whole, not just one.

The campus community may appreciate the new initiatives but not fully understand the depth of what’s required:o Train on how to message, esp. Features/Benefits/Outcomes.o Cross-departmental communication will be at a premium,

particularly on event management & planning.o Events should be as interactive and hands-on as possible.o New evening and weekend hours or travel may be cause for

concern among other departments.o Hone budgetary requirements, outcomes and messaging well

in advance.