Strategy + Technology = CRM Success

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Managing relationships with prospective and current students and their influencers is the new core competency requirement for today’s enrollment marketer. In this webinar, learn why relationship management is a strategy-first proposition, enabled by powerful CRM technology.

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Strategy + Technology = CRM Success

  1. 1. Common Breakdowns in Professional and Continuing Education (And How to Overcome Them) Webinar Series STRATEGY + TECHNOLOGY = CRM SUCCESS with presenter Todd Gibby, CEO, Intelliworks Thursday, November 11, 2010 Presented by the UPCEA Marketing and Publications Community of Practice
  2. 2. 2011 UPCEA Marketing Seminar • February 9 – 11, 2011, San Antonio, TX • Visit the seminar website (www.upcea.edu/marketing) to: – Check out a video of what past participants have to say about the marketing seminar – Subscribe to receive email updates (and when you do you’ll receive the top 25-marketing tips that have been shared at past UPCEA Marketing Seminars) – Register to attend 2 DemandEngine, Inc. Copyright 2010
  3. 3. Today’s Speaker: Todd Gibby Todd Gibby is CEO of Intelliworks, a leading provider of relationship management software and services for higher education. Intelliworks’ web-based CRM solution helps colleges and universities make purposeful connections with students. Prior to joining Intelliworks, Todd served as executive vice president of operations at Blackboard. He began his career in higher education technology at Campus Pipeline (now part of SunGard Higher Education). DemandEngine, Inc. Copyright 2010 3
  4. 4. Common Breakdowns in Professional and Continuing Education (And How to Overcome Them) Webinar Series STRATEGY + TECHNOLOGY = CRM SUCCESS with presenter Todd Gibby, CEO, Intelliworks Thursday, November 11, 2010 Presented by the UPCEA Marketing and Publications Community of Practice
  5. 5. Strategy + Technology = CRM Success
  6. 6. “Managing relationships with prospective and current students and their influencers is the new core competency requirement for today’s enrollment Frameworks, considerations, pitfalls to avoid marketer. In this webinar, learn why relationship management is a strategy-first proposition, enabled by powerful CRM technology.”
  7. 7. Agenda  Evolving to meet student expectations  Clarifying strategic approach  Setting and measuring benchmarks for success 7 DemandEngine, Inc. Copyright 2010
  8. 8. Why CRM? Why Now?
  9. 9. The Deck is Stacked, Right? • Less than 16% of those enrolled in higher education are “traditional” age college students (18-22) • Over 25 population is the fastest growing segment in higher education • Availability of online and hybrid programs makes these programs more accessible than ever before • Even in a recession, people are better off with an education than without 9 DemandEngine, Inc. Copyright 2010
  10. 10. The Deck is Stacked, Right? 10 DemandEngine, Inc. Copyright 2010
  11. 11. Challenges Abound… 11 DemandEngine, Inc. Copyright 2010
  12. 12. Challenges Abound… 12 DemandEngine, Inc. Copyright 2010
  13. 13. What you see happening Education Engagement Application / Enrollment Enrolled Student 13 DemandEngine, Inc. Copyright 2010
  14. 14. What’s actually happening Educatio Educatio Educatio Engage n Engage n Engage n ment ment ment Applicati Applicati Applicati on / on / on / Enrollme Enrollme Enrollme nt nt nt Enrolled Student Enrolled Student Enrolled Student Educatio Educatio Educatio Engage n n n Engage Engage ment ment ment Applicati Applicati Applicati on / on / on / Enrollme Enrollme Enrollme nt nt nt Enrolled Student Enrolled Student Enrolled Student 14 DemandEngine, Inc. Copyright 2010
  15. 15. What’s actually happening Edu Edu Edu Edu Edu catio catio Edu catio catio catio Eng Appli Eng Appli catio Eng Appli Eng Appli Eng Appli age cation age cation Eng Appli age cation age cation age cation age cation ment n / ment n / ment n / ment n / ment n / ment n / Enro Enro Enro Enro Enro llme llme Enro llme llme llme nt nt llme nt nt nt nt Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Edu Edu Edu Edu Edu Edu catio Eng Appli catio catio catio Eng Appli catio catio Eng Appli Eng Appli Eng Appli Eng Appli age cation age cation age cation age cation age cation age cation ment n / ment n / ment n / ment n / ment n / ment n / Enro Enro Enro Enro Enro Enro llme llme llme llme llme llme nt nt nt nt nt nt Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Edu Edu Edu Edu Edu catio catio Edu catio catio catio Eng Appli Eng Appli catio Eng Appli Eng Appli Eng Appli age cation age cation Eng Appli age cation age cation age cation age cation ment n / ment n / ment n / ment n / ment n / ment n / Enro Enro Enro Enro Enro llme llme Enro llme llme llme nt nt llme nt nt nt nt Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Edu Edu Edu Edu Edu Edu catio Eng Appli catio catio catio Eng Appli catio catio Eng Appli Eng Appli Eng Appli Eng Appli age cation age cation age cation age cation age cation age cation ment n / ment n / ment n / ment n / ment n / ment n / Enro Enro Enro Enro Enro Enro llme llme llme llme llme llme nt nt nt nt nt nt Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student Enrolled Student 15 DemandEngine, Inc. Copyright 2010
  16. 16. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 16 DemandEngine, Inc. Copyright 2010
  17. 17. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 17 DemandEngine, Inc. Copyright 2010
  18. 18. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 18 DemandEngine, Inc. Copyright 2010
  19. 19. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 19 DemandEngine, Inc. Copyright 2010
  20. 20. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 20 DemandEngine, Inc. Copyright 2010
  21. 21. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 21 DemandEngine, Inc. Copyright 2010
  22. 22. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 22 DemandEngine, Inc. Copyright 2010
  23. 23. Finding Signal Amidst the Noise Noise Discover Educate Engage Enroll Yield Analyze Signal 23 DemandEngine, Inc. Copyright 2010
  24. 24. Evolution Economic Demographic Consumer Technology Trends Trends Trends Trends 24 DemandEngine, Inc. Copyright 2010
  25. 25. Evolving Communications “If we are driving them there, should we then question where they currently are and how we can push content to them? It seems that in our strategies, we are building a pull-environment for a push-customer...” -Mark Hoetning, CIO, Arkansas State University (via EDUCAUSE Listserv) 25 DemandEngine, Inc. Copyright 2010
  26. 26. Expectations are Changing WEB: 92 percent said that they would be disappointed with a school or remove it entirely from their lists if they didn’t find the information they needed on the school’s Web site. SOCIAL MEDIA: 76 percent of students supported schools creating their own private social networks for prospective students. ECONOMY: 46 percent claimed that the current economic crisis had caused them to reconsider the schools they would apply to or attend—an increase from 34 percent just last year. MOBILE: 23 percent of respondents reported searching college sites from their smart phones. Source: Noel-Levitz, “Focusing Your E-Recruitment Efforts to Meet the Expectations of College-Bound Students,” August 2010 26 DemandEngine, Inc. Copyright 2010
  27. 27. Not Just “The Kids” Source: Community College Student Engagement Survey, June 2009 27 DemandEngine, Inc. Copyright 2010
  28. 28. Agenda  Evolving to meet student expectations  Clarifying strategic approach  Setting and measuring benchmarks for success 28 DemandEngine, Inc. Copyright 2010
  29. 29. What is CRM?
  30. 30. Defining CRM • A comprehensive way to maximize the value of your customer relationships. • Proven methodologies / technologies that help companies to identify, select, acquire, develop, and retain profitable customers. • A way to improve customer experience and provide optimal service to your constituents. 30 DemandEngine, Inc. Copyright 2010
  31. 31. CRM: A Competitive Necessity • CRM enables the creation of an effective strategy for an institution to differentiate itself. • For a competitive advantage, Gartner Research believes that institutions must have a CRM system for recruiting in place by 2011. • By 2013, an institution will be at a competitive disadvantage for recruiting without this type of solution. Source: Gartner, Q&A: The Role of CRM in Higher Education Student Life Cycle Management, Marti Harris, December 2009 31 DemandEngine, Inc. Copyright 2010
  32. 32. Yet Adoption is Low Across Institutions • Nearly a one third of institutions have Institutional plans to purchase a CRM already made an investment in a CRM solution solution Currently using CRM 21.3% • In the next two years, this number will My institution has already reach nearly half of all institutions, purchased a CRM solution 7.3% thereby making CRM a must-have rather than a nice-to-have solution in the In the next 12 months 10.7% industry 12 to 24 months 11.3% • As demographic, global and economic 2 to 3 years 17.3% shifts make student recruitment more intense, institutions will undoubtedly At no time in the foreseeable 32.0% perceive CRM as an increasingly important future solution 0% 10% 20% 30% 40% Percentage of respondents Source: Datamonitor, Business Trends: Understanding Your Education Technology Customer, 2008 32 DemandEngine, Inc. Copyright 2010
  33. 33. CRM’S CHANGING ROLE IN HIGHER ED Improve Discover Student Cost Install Information System Learning Management Solution CRM Evaluate Adoption Business FlexibilityIntelligence Engage Enterprise Resource Planning Solution Solution Enroll Source: Datamonitor 33 DemandEngine, Inc. Copyright 2010
  34. 34. CRM is not just… TECHNOLOGY 34 DemandEngine, Inc. Copyright 2010
  35. 35. People + Process + Technology = CRM
  36. 36. You will fail without a strategy… 36 DemandEngine, Inc. Copyright 2010
  37. 37. Strategy Starts with Your Customer • WHAT: What is their program / degree of interest? • HOW: What is their preferred format of course delivery? • WHY: What are their motivations? • HOW WELL: How would they calculate a ROI? • WHERE: Where do I find them…or let them find me? DemandEngine, Inc. Copyright 2010
  38. 38. Find out what motivates them
  39. 39. Strategy Starts with Your Customer DemandEngine, Inc. Copyright 2010
  40. 40. Why does motivation matter? 40 DemandEngine, Inc. Copyright 2010
  41. 41. What motivates your students? 1 What are they like? 2 Why are they here? 3 What keeps them up at night? 4 How can you solve their problem? 5 What do you want them to do? 6 How can you best reach them? 7 How might they resist? © duarte.com 2008 41 DemandEngine, Inc. Copyright 2010
  42. 42. Developing Personas 42 DemandEngine, Inc. Copyright 2010
  43. 43. Thinking in Human Terms The Doubting Thomas He went straight to work after high school and now he’s looking to get ahead in his career. He’d like to go back and earn his degree, but just got promoted and doesn’t want to leave his job. 43 DemandEngine, Inc. Copyright 2010
  44. 44. Thinking in Human Terms The Idea Man He’s spent the last 25 years running his own company, and is ready to retire, but that doesn’t mean he’s ready to stop. Many assume he’s against online education due to his age, but in fact he’d rather affluent professionals like him may prefer to learn at their own pace while enjoying their golden years. 44 DemandEngine, Inc. Copyright 2010
  45. 45. Figure out how to find them
  46. 46. Preferred Communications Channels Q: Would you want to receive information about a college or university via __________________? Yes No 75 74 84 92 96 25 26 16 8 4 Text Message Email Facebook Telephone Postal Mail Source: Intelliworks LinkedIn Poll, January 2010 (n=100) 46 DemandEngine, Inc. Copyright 2010
  47. 47. “97% of students begin their search online. “ (Source: Stamats) Source: XKCD.com DemandEngine, Inc. Copyright 2010
  48. 48. Website Features that Matter Virtual Tours Personlization RSS feeds A lot of value Online course catalog Extreme value Cost calculator Campus visit form Online Application 0 20 40 60 80 100 Source: Noel-Levitz, August 2010 48 DemandEngine, Inc. Copyright 2010
  49. 49. Agenda  Evolving to meet student expectations  Clarifying strategic approach  Setting and measuring benchmarks for success 49 DemandEngine, Inc. Copyright 2010
  50. 50. The Tyranny of “More” (Part 1) Awareness Inquiry Follow Up Engagement Qualification Application Admissions Enrollment Retention MORE DemandEngine, Inc. Copyright 2010
  51. 51. The Tyranny of “More” (Part 2) • Insight – Leverage historical interactions to communicate with students based on their interests – Provide information that’s relevant and meaningful to each individual • Engagement – Build relationships across multiple communications channels – Connect students with experts at your institution via email, chat, social media or phone • Support – Provide a continuity of service by tracking every interaction with a student – Manage student inquiries efficiently to ensure response and success 51 DemandEngine, Inc. Copyright 2010
  52. 52. Growth Intelligence Quality Efficiency DemandEngine, Inc. Copyright 2010
  53. 53. Do these look familiar? • Common Goals – Increase Enrollment – Improve Staff Efficiency – Control Data Sharing – Enhance Effectiveness of Student Contact 53 DemandEngine, Inc. Copyright 2010
  54. 54. Survey Says! 100% 90% 80% 70% 60% 50% 40% 30% Very Important 20% Important 10% N/A 0% Less Important Not Important Source: Intelliworks Email Poll of UCEA/Eduventures Members, April 2010 54 DemandEngine, Inc. Copyright 2010
  55. 55. 4 CRM Initiatives GROWTH • Increase inquiries, applications, enrollments, etc. Growth • Raise awareness of your program in the market Intelligence • Expand the diversity of your offerings Quality Efficiency 55 DemandEngine, Inc. Copyright 2010
  56. 56. 4 CRM Initiatives EFFICIENCY • Reduce the number of clicks it takes to complete an Growth application • Improve your inquiry Intelligence response time • Automate workflow and communications Quality Efficiency 56 DemandEngine, Inc. Copyright 2010
  57. 57. 4 CRM Initiatives QUALITY • Attract more qualified students or attract the right Growth students for your program • Differentiate your program Intelligence from the competition • Improve customer experience Quality Efficiency 57 DemandEngine, Inc. Copyright 2010
  58. 58. 4 CRM Initiatives INTELLIGENCE • Year-over-year comparisons of your key metrics Growth • Responses to your marketing messages (opens/click Intelligence throughs, etc.) • Engagement of your community Quality Efficiency 58 DemandEngine, Inc. Copyright 2010
  59. 59. Measure Basics • Establish benchmarks – Student Inquiries – Web site Traffic – Event Attendees – Applicants 59 DemandEngine, Inc. Copyright 2010
  60. 60. RESOURCES • Higher Education and Social Media – http://www.intelliworks.com/blog – http://www.ustream.tv/user/intelliworks/videos – http://www.slideshare.net/intelliworks • Creating Marketing Personas – http://video.google.com/videoplay?docid=-1799477031032190172&hl=en# – http://technomarketer.typepad.com/technomarketer/2008/04/developing-pers.html • Marketing Charts – http://www.marketingcharts.com • Cartoons – http://www.tomfishburne.com/ – http://www.xkcd.com DemandEngine, Inc. Copyright 2010
  61. 61. Questions 61 DemandEngine, Inc. Copyright 2010
  62. 62. Download our free White Paper www.intelliworks.com/services/upcea
  63. 63. Contact Info About Intelliworks Intelliworks enables enrollment and admissions professionals to make purposeful connections with students Todd Gibby, CEO through its Web-based relationship todd.gibby@intelliworks.com management, marketing and recruitment services. Follow me on Twitter: @tgibby Leading institutions around the globe Read my blog: leverage Intelliworks’ relationship http://www.intelliworks.com/blog management solutions for higher education to increase enrollment, For more information, enhance marketing performance and visit, http://www.intelliworks.com. improve operational efficiency. . 63 DemandEngine, Inc. Copyright 2010

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