CASE STUDYPr o a ctive a n d Pe r so n a lise d O u t r e a ch D r a w sPr o sp e cts to E SSE C B u sin e ss Sch o o lI m...
and bei n g m ore proactiv e. It has helpe d                                        re po r t s . Ex e c u t in g a n e ma...
applicat io n, t hey can s ee t h e in cre a s e i n                                                                      ...
t he i nform ati on we hav e on them in B RM. Itg ives u s a 360 degree v ision of the stu de n t . ”Banner Rel ati on shi...
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Case Study - ESSEC Business School & Banner Relationship Management (BRM)

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Implementing SunGard Higher Education
Banner Relationship Management (BRM)
has helped ESSEC Business School become
more proactive and personalised in its
outreach to prospects.

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Transcript of "Case Study - ESSEC Business School & Banner Relationship Management (BRM)"

  1. 1. CASE STUDYPr o a ctive a n d Pe r so n a lise d O u t r e a ch D r a w sPr o sp e cts to E SSE C B u sin e ss Sch o o lI m plem enting SunGard H igher E ducatio nB anner R elatio nship M anagem ent (B R M )has helped E SSE C B usiness School beco m em o re pro active and per sonalised in itso utreach to pro spects. P rofile:  E SSE C Bu si n es s Sch oolE SSE C B usiness School is one of the wo r ld’s  Fran c eto p m anag em ent institutions. The scho o l,  E n rol l men t: 4, 300k no wn fo r its inter national or ientation,  www.essec .ed uhas cam puses in Fr ance and also one inSing apo re, and par tner ships with som e C hallenges:o f the best univer sities all over the wor ld  Difficulty creating and executing timely andincluding the Univer sity of C alifor nia- cost-effective campaigns to prospectsB er k eley, the Univer sity of C hicago,  Difficulty communicating with prospectsN o r thwester n Univer sity, Tuck School o f frequently and personallyB usiness at Dar tm outh, I I M Ahm edabad  Increased need to reach a broader internationalI ndia, M annheim Univer sity, SDA B occo ni au d i en c eM ilan and Pek ing Univer sity. E SSE C Solution:B usiness Scho o l is the fir st institution in  SunGard Higher Education Banner® RelationshipE uro pe to im plem ent B anner R elationship ManagementM anag em ent. R esults:“B anner R elatio nship M anagem ent has  Improved ability to provide personalised andpushed E SSE C to be m ore proactive in frequent prospect communicationsco m m unicating with our prospects, ” said  Mai n tai n ed en rolmen t n u mb ers d u ring t ime ofSam uel V inet, Project Director M ar k eting ec on omi c u n cert ain t y in E u rop e& C o r po r ate/ Student R elations at E SSE C .  Reduced costs for executing campaigns by“B efo re, we were expecting for prospect s t o nearly 172,000 Euros during the first yearapply. N o w, we are dr iving the relationship  Red u c ed staff h ou rs f or ex ecu t in g campaigns an d man ag i n g ap p licat ion f iles b y s everal hours p er weekECS-313 (06/11) 4 co u n try vi e w ro ad, ma l ve rn , pa 1 9 3 5 5 u sa | + 1 - 8 0 0 - 2 2 3 - 7 0 3 6 | + 1 - 6 1 0 - 6 4 7 - 5 9 3 0 (ou t s i d e u .s .) | w w w.s u n g ard h e .com
  2. 2. and bei n g m ore proactiv e. It has helpe d re po r t s . Ex e c u t in g a n e ma il c a mp a i g n w i t hchange ou r m i n d about how we can do pro s pe c t s re qu ire d c o n t r a c t u a l a g re e m e nt sb usi nes s w i th prospects.” wit h t h ird pa r t ie s , a n d le n g t h y de l a y s fro m c o n c e pt t o e x e c u t io n . As a re s u lt , p ro sp e c t sBanner Rel ati onship Management t ypic a lly re c e ive d o n ly o n e t o t wo e m a i lp ro vi des th e core constituent relations h ip c o mmu n ic a t io n s f ro m ESSEC e a c h y e a r.m anagem en t ( CRM) capabilities thati ns t i t u ti on s n eed to strengthen and enr ic h “Banner Relationship Management has pushedco nn ecti on s w i th prospects, students, a n d ESSEC Business School to be more proactive inal um ni . F l ex i bl e targeting and segment a t io n communicating with our prospects. Before, wecap abi l i ti es —based on any of the rich were expecting for prospects to apply. Now,co ns t i tu en t data av ailable in B anner we are driving the relationship and being moreco mbi n e w i th m ulti-channel communic a t io n proactive. It has helped changed our mind aboutcap abi l i ti es an d campaign managemen t t o o ls how we can do business with prospects.”t o he l p s taff del iv er consistently super io rex p er i en ces to e v ery one touched by the — Samuel Vinet, Project Director Marketing &i ns t i t u ti on . Corporate/Student RelationsP ri o r to i m pl em enting B anner R elations h ip “ We we re lo s in g c o n t a c t wit h prosp e c t s, a ndM anagem en t i n 2010, ESSEC already ha d t h is me a n t we we re lo s in g mo n e y, ” re c a l l e da C R M vi s i on , organisation and tools. T h e Mr. V in e t . “ B a n n e r R e la t io n s h ip M a na g e m e nti ns t i t u ti on u s ed B anner Student to colle c t h e lps u s s t a y in c o n t a c t wit h o u r p ro sp e c t s.d at a from brochure request f orms, onl in e T h is is ve r y impo r t a n t a s we t r y t o e nro lap p l icati on s an d prospect f iles. R ecrui t e r s in t e r n a t io n a l s t u de n t s f ro m o u t s id e o facces s ed th e data through a “recruiter Eu ro pe . We c a n ’t wa it f o r a pro s p e c t fro mw o rks pace” an d the institution dev elop e d In dia o r Ch in a t o s t a r t a n a pplic a t i o n. Wei t s o w n reporti n g tools. Howev er, the n e e d t o re a c h o u t a n d c o mmu n ic a t e w i t hrecrui ter w orks pace was diff icult to use t h e m pro a c t ive ly. ”and c os tl y to m a intain, and end usershad li m i ted fu n c tionality and access to Eas y execut i on of s t ra t egic communi ca t ions B a n n e r R e la t io n s h ip Ma n a g e me n t m a k e s it e a s y f o r re c r u it e r s t o pe r f o r m num e ro us s t r a t e g ic t a s k s , lik e la u n c h in g e -m a i l c a mpa ig n s a n d c re a t in g a n d re vie w i ng re po r t s , o n t h e ir o wn . Us in g B a nne r R e la t io n s h ip Ma n a g e me n t , re c r u i t e r s c a n s e g me n t t h e po pu la t io n o f pro s p e c t s b y pro g r a mme in t e re s t , a g e a n d c it iz e nshi p , a llo win g s t a ff t o c re a t e pe r s o n a lise d e -m a i l4 cou n try v iew ro ad, ma l v er n, pa 19355 us a | +1- 8 0 0 - 2 2 3 - 7 0 3 6 | + 1 - 6 1 0 - 6 4 7 - 5 9 3 0 ( o u t s i d e u . s . ) | w w w. su n gardh e .co m
  3. 3. applicat io n, t hey can s ee t h e in cre a s e i n subm it t ed applica t ion s t h e f ollowin g d a y. “At fir st , we were con cer n ed t h at p ros p e c t s wo uld st o p o peni n g emails f rom u s i f w e sent t o o m any, ” recalled Mr. V in et . “ Bu t t h e t r ack ing sho ws t h at t h e open r at e d oe s n ot decline. T he per son alis ed con t en t ke e p s t heir int erest g o ing.” M r. V inet believes t h e Ban n er Rela t i on s h i p M anag em ent so lut ion h as h elped E S S E C m aint ain it s enro lmen t f igu re at a t i me w h e n o t her inst it ut io ns are los in g popu la t i on d u ecam paig ns fo r them . For exam ple, each t o t he eco no m ic s it u at ion in E u rop e . Inpro g r am m e/ recr uiter can build the follo wing addit io n, t he aut omat ed proces s es w i t h i npo pulatio n g ro ups: t he so lut io n redu ced s t aff t ime by s e v e r a l ho ur s a week , an d are s avin g t h e i n s t i t u t i on  Broc h u res req u ests abo ut 1 7 2 , 0 0 0 E u ros an n u ally in f e e s t o t h i rd  Prospects met during fairs & forums par t ies.  Non-submitted applicants  Ap p l i c an ts I n t he fut ure, E SSE C migh t u s e Ba n n e r R elat io nship M an agemen t t o en gage i t sB ased o n these selections of populatio n, alum ni m o re. “One of t h e bes t f eat u re s ofrecr uiter s are able to add cr iter ia lik e B anner R elat io ns h ip Man agemen t i s t h a t i tco untr y o f residence, age, academ ic sho ws bo t h ends of t h e cu s t omer,” e x p l a i n e dinterests and previous college. Then the M r. V inet . “Yo u can f ollow s omeon e f romstaff can send the different populations pro spect t o st ude n t t o alu mn i. We c a n re a c hspecific co ntent that would interest them , o ut t o t hem 1 0 year s lat er an d s u gge s tsuch as E SSE C events in their countr y, t hey t ak e o ur M B A progr amme bas e d ona link to a platfor m to com m unicate wit hcur rent students, application deadlines fo rtho se who star ted an application and did “One of the best features of Banner Relationshipno t subm it it, and m ore. E SSE C also creat ed Management is that it shows both ends of thea m o re detailed autom ated cam paign t o customer. You can follow someone from prospectenco ur ag e ever y prospect who downlo aded to student to alumni. It gives us a 360 degreea bro chure to jo in E SSE C . B ecause B anner vision of the student.”R elatio nship M anagem ent is integr ated wit hB anner, staff can easily see the results o f — Samuel Vinet, Project Director Marketing &their actio ns. For exam ple, when they send Corporate/Student Relationsa rem inder abo ut the deadline to subm it an 4 co u n try vi e w ro ad, ma l ve rn , pa 1 9 3 5 5 u sa | + 1 - 8 0 0 - 2 2 3 - 7 0 3 6 | + 1 - 6 1 0 - 6 4 7 - 5 9 3 0 (ou t s i d e u .s .) | w w w.s u n g ard h e .com
  4. 4. t he i nform ati on we hav e on them in B RM. Itg ives u s a 360 degree v ision of the stu de n t . ”Banner Rel ati on ship Management draw s o nt he data al ready housed in B anner Stu de n t .O r, as M r. V i n et states, “It is not that B R M isi nt eg rated to Ba nner; it is ESSEC integr a t e dt o Ban n er. We make a conscious decis io nt o l in k everyth i n g to B anner. The integr a t io ni ncre as es th e benef its of the solutions. ”E S S EC al s o benef its f rom the experienc e s o fo t her S u n G ard Higher Education custo me r s .T he i n s ti tu ti on i s a member of the B an n e rRel at i on s h i p M anagement dev elopmen tp art ner grou p, which meets regularly w it hS unG ard Hi gh er Education. “B eing pa r t o ft hi s grou p i s a strong added v alue f or u s .We a l l u s e th e same tool, so we can sh a reb es t practi ces a nd use each other as ab enc h m ark,” emphasised Mr. V inet. “Be in g am ember of th e dev elopment group also g ive sus a voi ce i n fu nctionality that we wou ld lik ei ncl uded i n th e next v ersion of B R M.”4 cou n try v iew ro ad, ma l v er n, pa 19355 us a | +1- 8 0 0 - 2 2 3 - 7 0 3 6 | + 1 - 6 1 0 - 6 4 7 - 5 9 3 0 ( o u t s i d e u . s . ) | w w w. su n gardh e .co m

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