RELATIONSHIP MANAGEMENT AND MARKETING
                                                 CASE STUDY FOR CAREER TRAINING




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RELATIONSHIP MANAGEMENT AND MARKETING
                                                 CASE STUDY FOR CAREER TRAINING




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APUS Case Study

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APUS Case Study

  1. 1. RELATIONSHIP MANAGEMENT AND MARKETING CASE STUDY FOR CAREER TRAINING AMERICAN PUBLIC UNIVERSITY "Intelliworks has made our department much more efficient; individual conversion rates have increased. My team feels much more empowered having the tools they need to make decisions about their work." Terry Grant, Director of Enrollment Managment, American Public University System THE CHALLENGE Employees were using several different programs to American Public University System (APUS), part of manage their work and often needed to toggle bet- American Public Education, Inc. (NASDAQ: APEI), was in ween six or seven application windows at one time. "I the midst of rapid growth. In the last few years, new stud- had been planning to hire more staff to accommodate the ents have increased by over 30%. In addition to its rising workload," said Grant. application rates, the admissions team handles thousands THE SOLUTION of contacts each month for its distance learning programs The APUS enrollment department saw the solution in for both military and public sector students at American relationship management software using a software-as-a Military University and American Public University. -service (SaaS) platform. By consolidating their tasks into one program hosted on an external server, they hoped to Since new classes start each month at APUS, applications streamline their processes and allow some staff to tele- for admissions come in every day of the year, so each staff commute. After evaluating several solutions, APUS chose member is managing hundreds of students at any given time. Intelliworks because of its easy-to-use, Web-based inter- face and its robust mass communications capabilities. As APUS started handling more students, they realized how inefficient and cumbersome their system for communications The solution was implemented and power users were train- and outreach had become. ed within one month. After 90 days, the entire department was up and running. The software allowed the team to work "I had no centralized place for all the data I wanted to see from just one program -- instead of four -- to manage their because we were using so many applications," said Terry caseloads. The ability to organize students into targetted Grant, Director of Enrollment Management at APUS. groups and to customize data fields were key for the "The systems we were using made our process clunky, time department since they handle so many students with vary- consuming and increased our likelihood of making errors." ing class start dates at once. . "I had been planning The staff was able to easily isolate a group, break them down into subsets (by start date or military branch, for to hire more staff to example) and formulate a robust communications plan around their specific needs. As a distance learning instit- accommodate the ution, the staff isn't able to meet students face-to-face, so strong electronic marketing plans are crucial. workload." Since many of their students are stationed around the world in the military, and have only intermittent access to email, it was also important that they be able to track the effective- ness of their communication. © 2008 INTELLIWORKS, INC. TO CONTACT AN INTELLIWORKS EXPERT CALL 240.238.3210 OR EMAIL INFO@INTELLIWORKS.COM
  2. 2. RELATIONSHIP MANAGEMENT AND MARKETING CASE STUDY FOR CAREER TRAINING THE RESULTS In six months since implementation, the enrollment department has already started seeing improved efficiency and responses. Staff members are able to personalize emails to specific target groups, increasing click-through rates and conversions. Twenty percent of the staff has started working remotely - some thing that would have been impossible last year. Because of the SaaS model, staff performance can be evaluated quickly and efficiently by pulling reports off the analytics module. "The Intelliworks system has made our department much more efficient; individual conversion rates have increased dramatically for most team members," said Grant. "My team feels much more empowered by having the tools they need to make decisions about their work. Intelliworks has allowed us to accomplish our goals and improve service to our students." WWW.INTELLIWORKS.COM © 2008 INTELLIWORKS, INC. TO CONTACT AN INTELLIWORKS EXPERT CALL 240.238.3210 OR EMAIL INFO@INTELLIWORKS.COM

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