HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Presented by
DougWotherspoon,Algonquin College
Dan Scheunert, OnP...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Salesforce @ AC
—  20,000 FT & 35,000 PT Students
—  4 campuses...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Round 1 – Accelerating Webinar
http://www.youtube.com/watch?v=IQQ...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
17-29 year olds in Canada
2013-14
http://www.statcan.gc.ca/pub/81...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Today’s Recruitment Reality
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Today’s Recruitment Reality
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Process
Awareness	
  
Considera-on	
  
Preference	
  
Apply...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Traditional Approach
Open
House
Recruitment
Presentation
Advertis...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Modern Approach
Open
House
Recruitment
Presentation
Advertising
C...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Goal
2% ↑ in Applications
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Demand Generation
“It’s the art of educating buyers and nurturing...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Demand Generation – Lead Nurturing
Open
House
Campus
Tour
Applica...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Round 2: Making it Personal
Deliver
the right information,
to the...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
— Social Media
— Profile Centre
— Webinar
— Call Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
Conversation Spikes
Offers sent for
most...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
Offers of
admission sent in
February & M...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Listen
“accepted” Future
student?
Potential bra...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud – Engage
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud – Engage
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Marketing Cloud - Measure
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Results
% Registered
All
31%
% Registered
with SM
Engagement
56%
...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
How to personalize
when yo...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
Progressive Profiling
The ...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud & Marketo – Profile Centre
1.  Email link click
drive...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Results
2011-12
Data
Completion
33%
2012-13
Data
Completion
47%
L...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Service Cloud – Call Centre
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Results
Student
Ambassador
Calls
21K
Algonquin
Confirmations
9%
%...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud - Webinar
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud – Webinar
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud – Webinar
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Sales Cloud – Webinar
Webinar
Open
Rate
22%
Webinar
Registration
...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Where to Start?
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Crawl, Walk, Run
NOV.
2010
TODAY
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Begins with Strategy
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Nice to have Senior Support
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
But not required
Think
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Algonquin’s EvolutionYear1
$100k
- Sales Cloud
Year2
$200k
- Sale...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Follow a Simple Process
DesignDevelop Iterate
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
DougWotherspoon – wotherd@algonquincollege.com
Dan Scheunert – da...
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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 these higher education institutions to revamp their student recruitment process and boost lead generation.

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Accelerate Student Recruitment: Algonquin College

  1. 1. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Presented by DougWotherspoon,Algonquin College Dan Scheunert, OnPath Accelerating Student Recruitment Round 2
  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. 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Round 1 – Accelerating Webinar http://www.youtube.com/watch?v=IQQtGUS5_zE
  4. 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. 5. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Today’s Recruitment Reality
  6. 6. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Today’s Recruitment Reality
  7. 7. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Process Awareness   Considera-on   Preference   Apply/Opportunity   Offer   Confirma-on   Paid   Register  
  8. 8. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Traditional Approach Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour
  9. 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Modern Approach Open House Recruitment Presentation Advertising Campaign Pick up BrochureWebsite Tour CRM Lead Nurturing
  10. 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Goal 2% ↑ in Applications
  11. 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. 12. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Demand Generation – Lead Nurturing Open House Campus Tour Applicant Registered
  13. 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. 14. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. — Social Media — Profile Centre — Webinar — Call Centre
  15. 15. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen
  16. 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. 17. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen Offers of admission sent in February & March
  18. 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Listen “accepted” Future student? Potential brand advocate? Extra Nurturing?
  19. 19. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud – Engage
  20. 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud – Engage
  21. 21. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Marketing Cloud - Measure
  22. 22. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Results % Registered All 31% % Registered with SM Engagement 56% Graduation Rate of SM Engaged Students ?
  23. 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. 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. 25. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre
  26. 26. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud & Marketo – Profile Centre
  27. 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. 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. 29. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  30. 30. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  31. 31. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  32. 32. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Service Cloud – Call Centre
  33. 33. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Results Student Ambassador Calls 21K Algonquin Confirmations 9% % of Called Students who Register ?
  34. 34. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud - Webinar
  35. 35. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud – Webinar
  36. 36. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud – Webinar
  37. 37. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Sales Cloud – Webinar Webinar Open Rate 22% Webinar Registration Rate 9% Webinar Attendance Rate 3%
  38. 38. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Where to Start?
  39. 39. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Crawl, Walk, Run NOV. 2010 TODAY
  40. 40. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Begins with Strategy
  41. 41. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Nice to have Senior Support
  42. 42. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. But not required Think
  43. 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. 44. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Follow a Simple Process DesignDevelop Iterate
  45. 45. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
  46. 46. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. DougWotherspoon – wotherd@algonquincollege.com Dan Scheunert – dan.scheunert@onpath.com Questions?
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