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Recruitment: Increasing Student Recruitment Efficiency
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Recruitment: Increasing Student Recruitment Efficiency

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Colleges continue to face increasing pressure to be more affordable from a growing, skeptical consumer audience. They must increase their efficiency in all areas of campus, including student …

Colleges continue to face increasing pressure to be more affordable from a growing, skeptical consumer audience. They must increase their efficiency in all areas of campus, including student recruitment. Admissions officers have been forced to do more with less and still bring in a class each year. Two colleges -- Kettering University and Eastern Michigan University -- will share their experiences of creating efficiencies by embracing the Salesforce platform in their admissions offices.

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  • 1. 1 HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Brian Wm. Niles, TargetX Karen Full, Kettering University Thomas Kasper, Eastern Michigan University Increasing Student Recruitment Efficiency
  • 2. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 2 The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse
  • 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 3 The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse
  • 4. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 4 Strategies that Work Cost Containment Measuring Effectiveness Reducing Redundancy Focusing Effort Targeted Messaging Automation (communication, reports)
  • 5. 5 HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Karen Full Director of Undergraduate Admissions Kettering University
  • 6. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 6 Who we are: —  Kettering University is the national leader in experiential STEM education, integrating an intense academic curriculum with applied professional experience. Through this proven approach we inspire students to realize their potential and advance their ideas.
  • 7. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 7 What works well for us: — Telling the Kettering University story — Learning the student s story — Strategic communication — Hosting outstanding events — Excellent follow-up / customer service
  • 8. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 8 Salesforce=Streamlining of Processes Lead/Inquiry Generation Communication Plan Travel/Outreach Events Customer Service/Follow- up
  • 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 9 Salesforce x Kettering Recruitment Team = Optimization —  Data-Driven! Relationships Communication Mobility Transparency
  • 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 10
  • 11. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 11
  • 12. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 12 What else is working? — Email Campaigns & Segmentation — Consistent Templates for Recruiters — Tracking Campaigns and Conversations — Recruiter Task Management
  • 13. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 13 And what s next? — Parent communication plan — Alumni recruiters and communication — Utilization of current students in recruitment — Expand social networking opportunities
  • 14. 14 HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Thomas Kasper Senior Admissions Advisor Eastern Michigan University
  • 15. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 15 Who we are: —  Eastern Michigan University is a comprehensive regional public university with a focus on the Arts & Sciences, Business, Education, Health & Human Services, and Technology.
  • 16. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 16 Critical Needs: — Ability to be distinct in a pool of similar schools — Maximize prospect/inquiry/ applicant touch points — Strategic communication — Tracking data on everyone, everything — Banner Integration — Turn applicants in to applicans
  • 17. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 17 Salesforce + Eastern Michigan = Streamlined Processes — Workflows automate tasks — Campaigns send directed messages and track the results — Reports can be written and scheduled to run and distribute — Data can be easily uploaded, extracted or analyzed
  • 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 18 Salesforce + Eastern Michigan = Unification — Messages — Outreach efforts — Event registrations and confirmations — Reporting
  • 19. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 19 Salesforce + Eastern Michigan = Unification — The CRM allows us to create consistency with methods, messages and expectations of service — Real time data and use of dashboards get everyone on the same path towards our common-goal, increased enrollment of quality students
  • 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

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