0
1
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Brian Wm. Niles, TargetX
Karen Full, Kettering University
Thoma...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
2
The Perfect Storm
Declining High School Graduates
Shifting Pare...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
3
The Perfect Storm
Declining High School Graduates
Shifting Pare...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
4
Strategies that Work
Cost Containment
Measuring Effectiveness
R...
5
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Karen Full
Director of Undergraduate Admissions
Kettering Unive...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
6
Who we are:
—  Kettering University is the national leader in ...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
7
What works well for us:
— Telling the Kettering University sto...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
8
Salesforce=Streamlining of Processes
Lead/Inquiry
Generation
Co...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
9
Salesforce x Kettering Recruitment Team =
Optimization
—  Data...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
10
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
11
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
12
What else is working?
— Email Campaigns & Segmentation
— Con...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
13
And what s next?
— Parent communication plan
— Alumni recrui...
14
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Thomas Kasper
Senior Admissions Advisor
Eastern Michigan
Unive...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
15
Who we are:
—  Eastern Michigan University is a comprehensive...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
16
Critical Needs:
— Ability to be distinct in a pool of similar...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
17
Salesforce + Eastern Michigan =
Streamlined Processes
— Workf...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
18
Salesforce + Eastern Michigan =
Unification
— Messages
— Out...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
19
Salesforce + Eastern Michigan =
Unification
— The CRM allows ...
HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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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 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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Transcript of "Recruitment: Increasing Student Recruitment Efficiency"

  1. 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. 2. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 2 The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse
  3. 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 3 The Perfect Storm Declining High School Graduates Shifting Parental Generation Economic Collapse
  4. 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. 5 HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Karen Full Director of Undergraduate Admissions Kettering University
  6. 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. 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. 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. 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 9 Salesforce x Kettering Recruitment Team = Optimization —  Data-Driven! Relationships Communication Mobility Transparency
  10. 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 10
  11. 11. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 11
  12. 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. 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. 14 HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Thomas Kasper Senior Admissions Advisor Eastern Michigan University
  15. 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. 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. 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. 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 18 Salesforce + Eastern Michigan = Unification — Messages — Outreach efforts — Event registrations and confirmations — Reporting
  19. 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. 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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