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Changing Your Relationships in the Age of Relevance
 

Changing Your Relationships in the Age of Relevance

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In the age of relevance, institutions that focus on changing their relationships through deeper engagement and differentiated experiences will thrive. The potential of CRM lies not in technology ...

In the age of relevance, institutions that focus on changing their relationships through deeper engagement and differentiated experiences will thrive. The potential of CRM lies not in technology itself, but in the process of using technology along with an in-depth understanding of your audience to drive unique, valuable student interactions and respond at the right time to their needs. This session will focus on best practices to adopt and
pitfalls to avoid.

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    Changing Your Relationships in the Age of Relevance Changing Your Relationships in the Age of Relevance Presentation Transcript

    • Changing Your Relationships in the Age of Relevance Jennifer Copeland, DemandEngine
    • Despite th t l set, th D it the tool t the fundamentals remain remain. Relationships matter matter.
    • Agenda 1. Enrollment marketing and management challenges 2. Three lessons from the student perspective 3. Five steps to relevancy www.demandengine.com Copyright 2010
    • Changing Demographics 4 www.demandengine.com Copyright 2010
    • Losing One-Third before Year 2 5 www.demandengine.com Copyright 2010
    • Losing One-Third before Year 2 • Only ½ of students persist to degree completion f l ti from th i their original institution g 6 www.demandengine.com Copyright 2010
    • Losing One-Third before Year 2 • 1-in-3 do not persist 1 in 3 beyond the first year 7 www.demandengine.com Copyright 2010
    • Despite 30 Years of Research … “Over the years, colleges and universities have Over designed programs and services to help retain students…. Yet even with the implementation and strengthening of these programs and services, the retention data reveal that students are not retained at a higher rate than they were t t i d t hi h t th th twenty years ago.” Source: Al S id S Alan Seidman Author, College Student Retention: Formula for Student Success (2005). www.demandengine.com Copyright 2010
    • Despite 30-Years of Research… • Who “owns” the prospective, enrolled, prospective enrolled or past student? • How do we proactively measure retention? • How do we plan for this? 9 www.demandengine.com Copyright 2010
    • Managing Relationship Complexity 10 www.demandengine.com Copyright 2010
    • What This Means • Austerity is here • The asset of the future is the lifetime value of the relationship • Simply being there is not py g enough 11 www.demandengine.com Copyright 2010
    • Agenda 1. Enrollment marketing and management challenges 2. Three lessons from the student perspective 3. Five steps to relevancy www.demandengine.com Copyright 2010
    • 13 www.demandengine.com Copyright 2010
    • They Can’t Find You DemandEngine Search Study • 100 non-profit p undergraduate institutions – 2 appears on the first p g of pp page the search results 1 www.demandengine.com Copyright 2010 4
    • They Can’t Find You DemandEngine Search Study • 140 non-profit continuing, p g professional, and graduate g education programs – 49 appeared on the first page in natural returns – Only 15 had paid search results 1 www.demandengine.com Copyright 2010 5
    • Lesson: A web site that can be found by learners in the context of their searches is more valuable than online artwork artwork.
    • When They Do … • Secret shopping call: Continuing Education Unit – Caller attempting to learn about completing his degree – Representative answering call provides a list of the difficulties caller will have enrolling/paying as an out-of- state student student. 17 www.demandengine.com Copyright 2010
    • When They Do … • Secret shopping call: Collegiate Conference Center – Caller interested in meeting space on campus – Transferred repeatedly – Reaches correct office (live person) and they tell her to email her what they need (even after she gives it to them over the phone) 18 www.demandengine.com Copyright 2010
    • Touchpoint Management • The intentional design and execution of all of the communication, digital, human, and physical interactions your constituents experience through channels during their relationship lifecycle. 1 www.demandengine.com Copyright 2010 9
    • Lesson: Pay attention to what happens when students do what you want. y 20
    • They Expect More … 21 www.demandengine.com Copyright 2010
    • Our Inquirer • 3.6 GPA • Within 50 miles of campus • Interested in Coop/Internships, Debate, and Football , 22 www.demandengine.com Copyright 2010
    • A ‘Personalized’ Portal 23 www.demandengine.com Copyright 2010
    • Personalized Communication? 24 www.demandengine.com Copyright 2010
    • “I think that colleges should all try to respond to students i a somewhat more personal manner. t d t in h t l I've emailed several colleges, and some of them would reply with automated or copy-and-paste ld l ith t t d d t responses. It made me feel like they were a bit out of touch and didn't care too much about t ft h d did 't t h b t what I was asking or saying.” High School Student, Southeast 25 www.demandengine.com Copyright 2010
    • Lesson: Sometimes we get lost in the shiny glare of technology capability … instead think of how to effectively apply the power of the tool.
    • What This Means • Proactively plan out the phases of the relationship. • Today’s student is savvy and will call you on your missteps. 2 www.demandengine.com Copyright 2010 7
    • Agenda 1. Enrollment marketing and management challenges 2. Three lessons from the student perspective 3. Five steps to relevancy www.demandengine.com Copyright 2010
    • Start with a vision • What is the ideal enrollment experience? • More personal? Less bureaucratic? Engaging? Fun? Supportive? • How do you want to change your relationships? 29 www.demandengine.com Copyright 2010
    • Support Your Vision With Data • What happens at your brand touchpoints? • Do you know the online participation profile of your students? t d t ? • Are you using the enrollment funnel as a way t model th f l to d l the pathway to enrollment? • Do D you understand d t d conversion and yield by program? Persistence and progression? 3 www.demandengine.com Copyright 2010 0
    • Write Your Own Success Story • CRM is fundamentally about treating different students, differently. diff tl • Plan your successful interactions – Address the student – Remember what the student says or does – Then address them like you remembered what they told you John Deighton, 1996 3 www.demandengine.com Copyright 2010 1
    • Let Your Plan Drive the “Stuff” • Initiatives are things you need to do well to enable your vision and corresponding plan • Your plan should drive the selection of initiatives 32 www.demandengine.com Copyright 2010
    • Technology is a powerful enabler • Technology is a powerful gy enabler of strategy … when used effectively • CRM technology should be at the core of your marketing and retention efforts 33 www.demandengine.com Copyright 2010
    • What This Means • In today’s hyper-connected and competitive environment, relevance matters • Keep your focus on students • Planning helps you organize for a more relevant approach … technology enables. Use both well. www.demandengine.com Copyright 2010
    • Jennifer Copeland Director of Client Success Email j.copeland@demandengine.com Phone 912-354-8007 Web www.demandengine.com Blog Bl www.demandengine.com/blog d d i /bl 35 www.demandengine.com Copyright 2010