Algonquin College accelerates student recruitment with Salesforce
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Algonquin College accelerates student recruitment with Salesforce

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Listen to Doug Wotherspoon, Executive Director of Advancement at Algonquin College in Canada talk about how the salesforce platform has allowed them to revamp their student recruitment process.

Listen to Doug Wotherspoon, Executive Director of Advancement at Algonquin College in Canada talk about how the salesforce platform has allowed them to revamp their student recruitment process.

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Algonquin College accelerates student recruitment with Salesforce Algonquin College accelerates student recruitment with Salesforce Presentation Transcript

  • ACCELERATING STUDENT RECRUITMENTWITH SALESFORCE Doug WotherspoonExecutive Director, Advancement
  • Welcome to Canada
  • Agenda• Introduction to Algonquin• The business imperative• Why Salesforce?• Our Sales System• Results• Demo• Lessons Learned + Q&A
  • BACKGROUND
  • Overview • 20,000 FT & 35,000 PT Students • 4 campuses + online • Salesforce.com client for 24 months • 52 licenses • Using SF: • Student Recruitment • Corporate Training • Student Retention (February)
  • Context
  • Ontario Population
  • 15-24 years of age
  • SALES & MARKETINGAUTOMATION
  • CRM Evolution NOV. 2010 TODAY
  • November, 2010
  • Today
  • Cost2010-11 2011-12• $100,000 • $109,000• CRM Administrator • CRM Administrator• + Re-organized the Advancement unit
  • Why Salesforce?Expected Unexpected1. Ease of use 6. Employee engagement2. Foundation pricing via Chatter3. IT Lite 7. Foundation Community4. Pay as you go 8. AppExchange5. Proven sales 9. Enterprise-ready process 10.Marketing Cloud
  • Traditional Approach Open House Advertising Campaign Recruitment Presentation Tour Pick up Website Brochure
  • Modern Approach Open House Advertising Campaign Recruitment Presentation Tour CRM Pick up Website Brochure Lead Nurturing
  • Modern Approach
  • Information Card 3-7 minutes to enter data
  • Outside Sales Rep Pre-iPad App Info Cards Presentation Info Cards Delivered to Booked Distributed Inside Sales Rep Card Reviewed Missing NO Data Entered for Missing Data Data into CRMData Clerk YES Contact Client YES Information Incorrect Sent DataCRM NOClient Student Fills out Client Info Card in Client Receives YES / Writing Responds Information NO
  • Outside Sales Post-iPad App Presentation iPad Booked DistributedData Clerk YES Auto Transfer of Information Incorrect Data into CRM Sent DataCRM NOClient Client Student Enters Receives Data into iPad Information
  • Pilot Project
  • Lead collection
  • Sales Process Awareness Consideration Preference Apply/Opportunity Offer Confirmation Paid Register
  • Lead Nurturing Open Campus Applicant Registered House Tour
  • Personas Jasper Cory Rhonda Jane Mrs. Smith Prospect Prospect Prospect Applicant Influencer High Schooler Late Bloomer Upgrader Parents• 17-19 yrs • 19-24 yrs • 25-35 yrs • Timeline for acceptance, • 40-55 years• Eastern Ontario • Ottawa/Eastern Ontario • Canada payment, course • Low-Mid family income• Low-Mid family based • Earning $25-40k selection. • 70% income • Works low paying job • Graduated from PSE • Interested in Fee • Uses email regularly• One parent went to • Disenchanted with High within past 10 years deferrals, Scholarships, • Scholarships, safety, College School • Uses email regularly for Awards and bursaries housing• Updates Facebook • Highly social work • Will I fit in? • Seeks personal daily • Facebook and Twitter • Moderate Facebook and • How will I meet friends? interaction throughout• Texting machine daily LinkedIn user. • Where will I live? sales cycle • Texting machine
  • Basic Automation 1 2 3 4 5 Capture System System Updates Scores the Prospectiv assigns assigns Prospect’s Prospect & e Student Prospect to Prospect to file in creates a Information the right appropriate Salesforce “Follow-up” off a Enrolment Nurture and Call for the Landing Coach & Campaign. appends all Inside Sales Page. adds the previous Rep within Lead to the anonymous Salesforce. Chatter activity. Feed.
  • Basic Nurturing Send Email Why Ottawa Wait 1 week •Clicks links +1 •Views video +5 Send Email Intro to Residence Wait 1 week •Clicks links +1 •Views video +5 Send Email Living in Ottawa webinar Invite •Clicks link +1 •Registers+5, int. moment •Attends webinar +10, follow- up phone call
  • DEMO
  • RESULTS
  • Today • Automated lead capture • Automated print fulfillment • Automated nurture campaigns based on stage and persona • Event management • Follow up surveys • Lead scoring • Student Information System integration (Dec/Jan)
  • Results 2009-10 2010-11 2011-12 Recruiter Recruiter Recruiter Productivity Productivity Productivity 0.4 presentations/day 1.1 presentations/day 1.5 presentations/day
  • Results 2010-11 2011-12 Lead Lead Generation Generation 23% 71%
  • Results Lower Improved Publications Response Costs Time $50 k Days-Minutes
  • Lessons Learned• Attend Dreamforce• Hire a CRM Administrator• Invest in training• Ask the community – HigherEd Chatter• Talk about your successes• Act locally, think enterprise
  • Doug WotherspoonExecutive Director, AdvancementAlgonquin Collegewotherd@algonquincollege.com Accelerating Student@wotherspoond Recruitment with613-727-4723, ext. 7035 Salesforce.com by Algonquin College is licensed under a Creative Commons Attribution-NonCommercial- ShareAlike 3.0 UnportedQUESTIONS License.