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Accelerate Student Recruitment: Algonquin College
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Accelerate Student Recruitment: Algonquin College

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Many higher education institutions are facing declining enrollment and it's becoming imperative to explore new, innovative ways to approach recruiting. Hear how the Salesforce platform has allowed …

Many higher education institutions are facing declining enrollment and it's becoming imperative to explore new, innovative ways to approach recruiting. Hear how the Salesforce platform has allowed these higher education institutions to revamp their student recruitment process and boost lead generation.

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  • 1. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Presented by DougWotherspoon,Algonquin College Dan Scheunert, OnPath Accelerating Student Recruitment Round 2
  • 2. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Salesforce @ AC —  20,000 FT & 35,000 PT Students —  4 campuses + online —  Salesforce.com client for 30 months —  57 licenses —  Sales Cloud —  Service Cloud —  Marketing Cloud —  Chatter & Salesforce Communities —  Establishing a 4 person development team
  • 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Round 1 – Accelerating Webinar http://www.youtube.com/watch?v=IQQtGUS5_zE
  • 4. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 17-29 year olds in Canada 2013-14 http://www.statcan.gc.ca/pub/81-595-m/81-595-m2007058-eng.pdf
  • 5. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Today’s Recruitment Reality
  • 6. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Today’s Recruitment Reality
  • 7. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Process Awareness   Considera-on   Preference   Apply/Opportunity   Offer   Confirma-on   Paid   Register  
  • 8. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Traditional Approach Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour
  • 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Modern Approach Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour CRM Lead Nurturing
  • 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Goal 2% ↑ in Applications
  • 11. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Demand Generation “It’s the art of educating buyers and nurturing these relationships from earliest awareness through to maximizing customer lifetime value.” “It’s about sparking, nurturing and monetizing initial demand; it’s also about sustaining and growing that demand among current customers.” Dave Needles, LeftBrainDGA http://leftbraindga.com/blog/2010/09/30/revising-our-demand-generation-definition-as-b2b-marketers/
  • 12. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Demand Generation – Lead Nurturing Open House Campus Tour Applicant Registered
  • 13. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Round 2: Making it Personal Deliver the right information, to the right person, at the right time.
  • 14. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. — Social Media — Profile Centre — Webinar — Call Centre
  • 15. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen
  • 16. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen Conversation Spikes Offers sent for most programs Offers sent for highly competitive programs
  • 17. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen Offers of admission sent in February & March
  • 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen “accepted” Future student? Potential brand advocate? Extra Nurturing?
  • 19. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud – Engage
  • 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud – Engage
  • 21. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Measure
  • 22. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Results % Registered All 31% % Registered with SM Engagement 56% Graduation Rate of SM Engaged Students ?
  • 23. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre How to personalize when you collect limited data? —  First & Last Name —  Email Address —  Grade
  • 24. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre Progressive Profiling The collection of new prospect information based on the data points previously collected.
  • 25. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre
  • 26. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre
  • 27. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre 1.  Email link click drives to profile centre 2.  GeoIP Lookup 3.  SOAP api fetches lead details 4.  Salesforce REST api lookup for custom object data
  • 28. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Results 2011-12 Data Completion 33% 2012-13 Data Completion 47% Likelihood to Accept 1.8x
  • 29. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  • 30. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  • 31. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  • 32. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  • 33. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Results Student Ambassador Calls 21K Algonquin Confirmations 9% % of Called Students who Register ?
  • 34. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud - Webinar
  • 35. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud – Webinar
  • 36. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud – Webinar
  • 37. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud – Webinar Webinar Open Rate 22% Webinar Registration Rate 9% Webinar Attendance Rate 3%
  • 38. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Where to Start?
  • 39. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Crawl, Walk, Run NOV. 2010 TODAY
  • 40. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Begins with Strategy
  • 41. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Nice to have Senior Support
  • 42. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. But not required Think
  • 43. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Algonquin’s EvolutionYear1 $100k - Sales Cloud Year2 $200k - Sales Cloud - Marketing Cloud Year3 $700k - Sales Cloud - Marketing Cloud - Service Cloud
  • 44. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Follow a Simple Process DesignDevelop Iterate
  • 45. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
  • 46. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. DougWotherspoon – wotherd@algonquincollege.com Dan Scheunert – dan.scheunert@onpath.com Questions?