taking off with intelliworks
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Embry-Riddle Aeronautical UniversityTRANSCRIPT
Taking Off with Intelliworks
Personify EducationWashington, D.C.July 28 – 30, 2010
Bill HamptonAssociate Vice President
Enrollment Management & Marketing
Becky VasquezChief Technology Officer
Agenda
• Our story• Needs• Vision• Partnership• Implementation / Deployment• Training• Results• Next Steps
Embry-Riddle Aeronautical University
•Private, Not for Profit; regionally accredited•Educating more than 32,000 students per year •30+ Degrees in Arts & Sciences, Aviation, Business, and Engineering
Embry-Riddle Aeronautical University
• Worldwide Campuses – 170+ Locations– + 11,000 students fully online
– Adult learning
• Two residential campuses (Florida and Arizona)
• 40 post-graduate, graduate, and undergraduate programs
Daytona BeachCampus
World Wide Campuses Prescott Campus
Aeronautical ScienceAir Traffic ManagementApplied MeteorologyHuman FactorsGlobal Security and IntelligenceSafety ScienceAviation Maintenance ScienceAviation BusinessAerospace EngineeringMechanical EngineeringSoftware EngineeringCivil Engineering
And more…..
Worldwide Campus Locations
http://www.erau.edu/ec/
Strategic Commitment
Embry-Riddle Worldwide seeks to….
“Utilize technology both in academic and administrative areas, to enhance the educational experience, improve processes, streamline efficiencies and provide superior customer support.”
• Enrollment Management driven– Segmentation of
prospects– Targeted email
communications– Scalability to
support increased Marketing efforts
the
Vision
the
Vision• Systematic approach to ongoing prospect
communication• Ability to easily share prospects and
historical interactions throughout our distributed network
• Accountability
Enrollment Operations
Recruitment Prospect Mgmt
Operations Center
Needs• Meaningful relationships with prospective
students• Not just e-mail distribution! Prospect
communication• Marketing to focus on marketing, not
prospecting• Drive prospect conversion rates!
Power of Increased Conversions
Inquire Apply Accept Enroll Retain Graduate
18%18%
35+%35+%
72%72%
80+%80+%
68%68%
85+%85+%
• Dissatisfaction with current system, CRM discussions since 2005
• Agility with interface and changes needed
• Usability a priority• Desire to eliminate
charge per application• SAAS optimal, minimize
IT dependence
We began a
transformation…
Leadership Support
Partnership between Marketing, Enrollment Management and Student and Technology Services
• Multi campus effort• Request for Proposal (RFP) Process• Kick-off March 2009
Requirements Documentation
• Category (functionality, reporting, communications, etc.)
• Requirement• Clarification• Importance• Risk• Support (supported,
customization, integration)
Executive Steering Committee
• Leadership from 3 campuses• Leadership from Intelliworks• Led by IT, University department• Monthly meetings• Strategy• Overall status• Functionality requests
First Steps
• Learn the system extensively
Prospect Stages/Segmentation
Prospect-Warm
Prospect-Cold
Marketing House List
Prospect-Hot VIP
Prospect-Warm
Reengaged
Prospect-Hot App Started
COLD
WARM
HOT
Basic Communications Plan (Auto)Prospect – Warm60 Day Auto Communication Plan
o Day 1 – Confirmation MessageProgram Information Sent
o Day 3 – Financial Aid Informationo Day 14 – Facts and Figureso Day 29 – Message from EVPo Day 49 – Historical Messageo Day 60 – Prospect – Cold Campus
Basic Recruiter Communications(Prospect – Warm)Communications Expected from Recruiter:
Day 1 Phone Call and E-mail if not met face-to-face. Send E-mail follow up if met face-to-face.
PROSPECT - WARM
Day 28 - Call Day 58 - Call
COLD
320
Training
• ‘Live’ training via web conferencing• Training materials included examples and walk
through scenarios• Manuals include prospecting and admissions
System Flow Chart
Intelliworks
Request for Information &
Application
Datatel Colleague
Oracle Data Warehouse
Recap Time Line
RFP March 2009
Vendor review, 6 demonstrations May 2009
Vendor selection June 2009
“Operations” center Prospecting pilot
February 2010
Prospecting campus wide launch March 2010
Application/admissions pilot May 2010
Full deployment June 2010
Highlighted Results• ‘Request for
Information’ and application easier to use. –Average time to
complete an application is 7 minutes, 12 minutes prior
• Outlook integration benefits
Results
• Prospect Satisfaction• Adoption of prospect management
throughout the institution• Accountability in the admissions process• Project growth with greater confidence• Record application numbers
Application GrowthFY February March April May June
07/08* 1317 1637 1304 1532 1210
08/09* 1190 1681 1113 1358 1208
09/10* 1243 1869 1229 1652 1407
AVG 1250 1729 1215 1514 1275
How Intelliworks Integrates
Operations Center
Search Strategy
AdmissionsMarketing
Recruiters
Reports
Comments
• “I receive comments regularly from our staff that Intelliworks has increased productivity and is extremely simple to use.”
• “Our campus cannot thank you enough for your support during this transition. The training was easy to follow and Intelliworks is proving to be idiot-proof.”
“One of the most valuable tools of Intelliworks is the real-time availability of information. As the Admissions staff review applicant files the applicants status is updated and the campuses can immediately see the information. The transparency of the information reduces the number of phone calls and emails the Admissions staff receive allowing for more efficient operations for everyone.”
Lessons Learned
• Deployment strategy• Change is hard!• Assessment along the way• Allow ample time for
training• Patience!
• Expand prospect segmentation and communication efforts
• Closely monitor the effects and efficiencies of admissions processing changes
• Set our sights higher to attract new types of prospects through enhanced Marketing
Next Steps
52
Next Steps • Continued
development of prospect communications
• Social Media• Chat• Increased reporting
capabilities• Continued
improvement
