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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• ...
BACKGROUND
Overview           •   20,000 FT & 35,000 PT Students           •   4 campuses + online           •   Salesforce.com clien...
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-organi...
Why Salesforce?Expected                  Unexpected1.   Ease of use          6. Employee engagement2.   Foundation pricing...
Traditional Approach         Open         House                   Advertising                                 Campaign  Re...
Modern Approach         Open         House                                    Advertising                                 ...
Modern Approach
Information Card                      3-7                   minutes to                   enter data
Outside Sales Rep                                                                                                    Pre-i...
Outside Sales                                                          Post-iPad App                Presentation       iPa...
Pilot Project
Lead collection
Sales Process                 Awareness                Consideration                 Preference            Apply/Opportuni...
Lead Nurturing          Open    Campus   Applicant   Registered          House    Tour
Personas       Jasper                      Cory                       Rhonda                            Jane              ...
Basic Automation       1             2            3             4              5     Capture       System        System   ...
Basic Nurturing                          Send Email                          Why Ottawa                  Wait 1 week   •Cl...
DEMO
RESULTS
Today        • Automated lead capture        • Automated print fulfillment        • Automated nurture campaigns          b...
Results   2009-10             2010-11             2011-12  Recruiter           Recruiter           Recruiter Productivity ...
Results       2010-11      2011-12        Lead         Lead      Generation   Generation          23%       71%
Results     Lower               Improved   Publications          Response      Costs                Time    $50           ...
Lessons Learned•   Attend Dreamforce•   Hire a CRM Administrator•   Invest in training•   Ask the community – HigherEd Cha...
Doug WotherspoonExecutive Director, AdvancementAlgonquin Collegewotherd@algonquincollege.com          Accelerating Student...
Algonquin College accelerates student recruitment with Salesforce
Algonquin College accelerates student recruitment with Salesforce
Algonquin College accelerates student recruitment with Salesforce
Algonquin College accelerates student recruitment with Salesforce
Algonquin College accelerates student recruitment with Salesforce
Algonquin College accelerates student recruitment with Salesforce
Algonquin College accelerates student recruitment with Salesforce
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.

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Transcript of "Algonquin College accelerates student recruitment with Salesforce "

  1. 1. ACCELERATING STUDENT RECRUITMENTWITH SALESFORCE Doug WotherspoonExecutive Director, Advancement
  2. 2. Welcome to Canada
  3. 3. Agenda• Introduction to Algonquin• The business imperative• Why Salesforce?• Our Sales System• Results• Demo• Lessons Learned + Q&A
  4. 4. BACKGROUND
  5. 5. 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)
  6. 6. Context
  7. 7. Ontario Population
  8. 8. 15-24 years of age
  9. 9. SALES & MARKETINGAUTOMATION
  10. 10. CRM Evolution NOV. 2010 TODAY
  11. 11. November, 2010
  12. 12. Today
  13. 13. Cost2010-11 2011-12• $100,000 • $109,000• CRM Administrator • CRM Administrator• + Re-organized the Advancement unit
  14. 14. 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
  15. 15. Traditional Approach Open House Advertising Campaign Recruitment Presentation Tour Pick up Website Brochure
  16. 16. Modern Approach Open House Advertising Campaign Recruitment Presentation Tour CRM Pick up Website Brochure Lead Nurturing
  17. 17. Modern Approach
  18. 18. Information Card 3-7 minutes to enter data
  19. 19. 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
  20. 20. 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
  21. 21. Pilot Project
  22. 22. Lead collection
  23. 23. Sales Process Awareness Consideration Preference Apply/Opportunity Offer Confirmation Paid Register
  24. 24. Lead Nurturing Open Campus Applicant Registered House Tour
  25. 25. 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
  26. 26. 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.
  27. 27. 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
  28. 28. DEMO
  29. 29. RESULTS
  30. 30. 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)
  31. 31. 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
  32. 32. Results 2010-11 2011-12 Lead Lead Generation Generation 23% 71%
  33. 33. Results Lower Improved Publications Response Costs Time $50 k Days-Minutes
  34. 34. Lessons Learned• Attend Dreamforce• Hire a CRM Administrator• Invest in training• Ask the community – HigherEd Chatter• Talk about your successes• Act locally, think enterprise
  35. 35. 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.
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