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Enrollment Management Evolution

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An incremental approach to CRM that will radically change how you manage enrollment

An incremental approach to CRM that will radically change how you manage enrollment

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    • 1. ENROLLMENT MANAGEMENT EVOLUTION
      INTELLIWORKS WEBINAR
      Presented by Lesley University
      Jane Raley, Director of Enrollment Management Operations, Lesley University
      email: jraley@lesley.edu
      WWW.INTELLIWORKS.COM
    • 2. LOGISTICS
      • Recording will be available within 24-48 hours of today’s event.
      • 3. Q&A session following the presentation. You may submit your questions in writing via the GoToWebinar panel on your screen.
      • 4. For more information, contact dan.obregon@intelliworks.com
    • WHAT IS INTELLIWORKS?
      • Intelliworks is a Relationship Management Solution for Higher Education.
      • 5. Intelliworks provides software and services that enable enrollment, admissions, and marketing professionals to makepurposeful connections with students, prospects and alumni.
      • 6. Intelliworks helps institutions recruit students, market their programs, grow and shape enrollment, raise awareness and drive tuition-based revenue.
    • WHY THIS WEBINAR?
    • 7. GLOBAL CHALLENGES
      • The number of secondary school graduates will start to decline in 2010
      • 8. Other English speaking countries are actively enrolling more international student
      • 9. Online programs are creating a more broad and attractive set of options for student
      • 10. Looming recession will put higher education in greater competition with other public services
      • 11. An expectation for personalized relationships comes ‘standard’ with the millennial student
      • 12. Doing a whole lot more with a whole lot less may be a permanent reality for higher education
      Source: Nicole Engelbert, Ovum
    • 13.
    • 14. GROWTH
      • Increase inquiries, applications, enrollments, etc.
      • 15. Raise awareness of your program in the market
      • 16. Expand the diversity of your offerings
    • EFFICIENCY
      • Reduce the number of clicks it takes to complete an application
      • 17. Improve your inquiry response time
      • 18. Automate workflow and communications
    • QUALITY
      • Attract more qualified students or attract the right students for your program
      • 19. Differentiate your program from the competition
      • 20. Improve customer experience
    • INTELLIGENCE
      • Year-over-year comparisons of your key metrics
      • 21. Responses to your marketing messages (opens/click throughs, etc.)
      • 22. Engagement of your community
    • OUR EXPERT
      JaneRaley, Director of Enrollment Management Operations,
      Lesley University
      • More than 25 years of experience working in higher education admissions and enrollment;
      • 23. Experience with recruitment for undergraduate, graduate and adult education programs;
      • 24. Plus several years experience in managing and implementing admissions and CRM systems.
    • Enrollment Management Evolution
      An incremental approach to CRM that will
      radically change how you manage enrollment.
    • 25. Agenda
      Admissions…My How We’ve Changed
      A Snapshot of Lesley University
      CRM Goals and Objectives
      What I Knew Then…What I Know Now
      Capturing and Working with Data
      Top 5 Tips
      Questions?
    • 26. My how we’ve changed…
    • 27. Demographic Shifts
      Source: New England Board of Higher Education analysis of Western Interstate Commission for Higher Education (WICHE) data.
    • 28. Competitive Threats
    • 29. Technology Developments
    • 30. Evolving Student Expectations
    • 31. Making Data Accessible
      • Knowledge about prospective student
      • 32. Information about their interests
      • 33. Ability to personalize communication based on that information
      • 34. Access to that data…any time…anywhere!
    • Agenda
      Admissions…My How We’ve Changed
      A Snapshot of Lesley University
      CRM Goals and Objectives
      What I Knew Then…What I Know Now
      Capturing and Working with Data
      Top 5 Tips
      Questions?
    • 35. A Snapshot of Lesley University
      Student Population
      Located in Cambridge, Ma., Lesley University offers undergraduate and advanced degrees that prepare individuals to become leaders in education, human services, the arts, environmental studies and a variety of other professional fields.  Roughly 10,000 students. 1/3 Undergraduate. 2/3 Graduate and Adult Learners.
      Admissions Offices
      Three admissions offices. Two cater to traditional undergraduate students (Lesley College and Art Institute of Boston) and the third to adults seeking graduate or bachelor’s degree completion programs.
    • 36. Go Live Timeline
    • 37. Agenda
      Admissions…My How We’ve Changed
      A Snapshot of Lesley University
      CRM Goals and Objectives
      What I Knew Then…What I Know Now
      Capturing and Working with Data
      Top 5 Tips
      Questions?
    • 38. Strategic Goals and Objectives
      Provide unified system for tracking prospect recruitment efforts that could be accessed easily by all recruiters (both campus-based and remote);
      Give admissions counselors a single access point for all inquiry data;
      Quantify the effectiveness of recruitment marketing and event efforts;
      Have insight into counselor outreach efforts in order to better manage their efforts;
      Improve efficiency by eliminating/reducing need for manual data entry;
      Decrease reliance on University Technology resources.
    • 39. End-to-End, Front-End Solution
      System now used to manage…
      Online Applications
      Prospect Inquiries
      Event Registrations
      Email Marketing
      Visit Confirmations
    • 40. Personalized and Proactive
    • 41. Facts & Figures Slide
      Agenda
      Admissions…My How We’ve Changed
      A Snapshot of Lesley University
      CRM Goals and Objectives
      What I Knew Then…What I Know Now
      Capturing and Working with Data
      Top 5 Tips
      Questions?
    • 42. Mandate from Leadership
      Strong executive support from VP of Enrollment Management.
      CRM usage would be mandatory for all members involved in enrollment/admissions.
      Period.
    • 43. Your Largest Investment? Time.
      Who will use the system?
      What data will we capture?
      How will be use that data?
      What is the process?
    • 44. Assemble Your A-Team
      What’s an A-Team?
      Small, but knowledgeable group comprised of both: people who know admissions data and people who will be on the frontlines of using the system.
    • 45. Take the Plunge
    • 46. More than just technology…
    • 47. We Had to Change the Culture
      • Be more proactive
      • 48. Access information
      • 49. Think creatively
    • Agenda
      Admissions…My How We’ve Changed
      A Snapshot of Lesley University
      CRM Goals and Objectives
      What I Knew Then…What I Know Now
      Capturing and Working with Data
      Top 5 Tips
      Questions?
    • 50. Capturing Data
      Wanted to avoid counselor overload…
    • 51. Initial Concerns
      “I feel like it’s more work…”
      “Entering data takes too much time.”
      “I’m used to doing it the old way.”
    • 52. Overcoming Objections
      How could we help our counselors work more efficiently?
    • 53. Efficiency Ideas
    • 54. Where we’ve gained efficiency
      • Reduced manual entry of data
      • 55. Mass import of lead source data
      • 56. Instant capture of student/faculty phonathon results
      • 57. Automatic visit confirmations using email templates
      • 58. Management of event emails
    • Where we’ve gained efficiency
      • 45,000 inquiries annually:
      • 59. 20,000 Lesley College
      • 60. 5,000 Art Institute of Boston
      • 61. 20,000 Graduate and Adult Bachelor’s
      • 62. Manual entry reduced by half at each institution due to either mass import of inquiries into Intelliworks or online forms.
    • Tracking Progress Over Time
      Track interaction usage (month by month)
      Analyze Marketing Efforts
      Analyze Event Effectiveness
    • 63. Agenda
      Admissions…My How We’ve Changed
      A Snapshot of Lesley University
      CRM Goals and Objectives
      What I Knew Then…What I Know Now
      Capturing and Working with Data
      Top 5 Tips
      Questions?
    • 64. Top 5 Tips
      Think incrementally
      Train the Trainer
      Meet people where they are
      Provide resources internally
      Have top-down mandate for change
    • 65. Questions?
      Jane Raley,
      Director of Enrollment Management Operations
      jraley@lelsey.edu
      MI09_PUB_OT004

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