national small college enrollment conference 2010
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Adrienne Bartlett, Vice President, Client Experience
NSCEC 2010 Orlando
The CRM Revolution in Student Recruiting
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ExpectationsIntro
CRM/SRM10 Considerations
Technology | Consulting
More optionsMore choicesMore money
More infoMore clutterMore speed
More STRESS
CustomerRelationshipManagement
StudentRelationshipManagement
Leader in CRM meets the
Leader in Student Recruitment
Integrated.Flexible.
Expandable.Reportable.
Mobile.
What can CRM do for you?
TrackManageIntegrateAutomate(Enroll)
Simplify.
10 Considerations for choosing a CRM
1Get what you need
Online ApplicationEvent Management
Contact ManagementMarketing Campaigns
Centralized, Shared Reports
2Is it time?
Business need?Resources available?
Budget/Pricing Model?
Who will use it?
3Feelin’ IT?
What is your current level of IT support?
Are they “on board?”
Will you be successful without it?
Level of IT involvement/support
can be critical to your success.
4What model?
The future is in the cloud...
“Cloud Computing”
Power of Data On-Demand
Cloud Computing is the future.
It’s already here.
Are you?
5Return On Image?
What are you saying?
Each touchpoint sends a message about you.
Email remains one of the best ways to communicate
with prospects (and parents)
"Email began as a one-to-one medium."
"But marketers quickly recognized its value as a one-to-many model
and began treating email messages as if they were electronic catalogs
and sales circulars."
“Email is once again all about the conversation”
1:1
Stop talking at me like you don’t know
who I am!
“If you haven’t already” “applied”
“registered”“visited”
CRM is helping to make messages much more targeted, relevant and
personalized.
“These days, the most effective approach is a one-to-some model”
More messages Smaller groups
6Dealing with Data
Managing disparate and multiple data
sources?
Goal?Necessity?Aspiration?
Integration:
A quick story...
DATA
Reports
AppsMailings
ERP
Spend less time moving data
(and get back to recruiting students)
7Want a revolution?
Automate
“When x happens, trigger y”
Workflows
Workflows
Phone callsEmails
Task assignmentsLetter generation
..and more
Permissions
Users get varying levels of access based on roles you define
Permissions
8“If it moves, track it”
“That which gets measured gets
improved.”
IdentifyTrackAdjust
Key Metrics:
Share?
Email Campaigns
Dashboards
Track “how” a student was recruited
vs.Whether (or not)
they enrolled
9Crawl. Walk. Run.
Consider a “crawl, walk, run”
CRM strategy
Scalability?“Phased rollout?”
Can’t change everything at once.
10Putting it all together
Make it human.
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human.
“Marketing may be collective, but
buying is personal”
Don’t work harder.
Work smarter.
Let’s recap...
Why CRM?
Simplify. Manage.
Build Relationships.Recruit.
Why not?
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