Gordon Ford Glasgow Caledonian University London, UK | February 2017

1. E n h a n c i n g P ro s p e c t i v e S t u d e n t
C o n v e r s i o n A c t i v i t y u t i l i s i n g t h e
H o b s o n s R a d i u s S o l u t i o n
Gordon Ford
Glasgow Caledonian University
London, UK | February 2017

2. # H U E M E A 1 7
GCU have used the functionality and flexibility of the Hobsons Radius system to
transform our engagements with enquirers, event attendees, applicants, offer holders,
and all our prospective students. At the heart of this, is a move from large, generic
campaigns towards increasingly bespoke, personalised communications and
interactions, making sure that we contact our students with a message that is
appropriate to them, at the critical moment in their decision making journey.
Personalisation is the tool through which we
can enhance prospective student
engagement

3. # H U E M E A 1 7
Glasgow Caledonian University
• University for the Common Good
• Founded in 1993
• Campuses in Glasgow, London and New York
• 4 Academic Schools
• Around 20,000 students
• Over 100 student nationalities
Drag or drop your photograph here

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3
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The Issues we
Needed to Address
Coping with
Challenges
Implementation
Project:
Spring 2015
How are GCU using
Radius?
Future Developments
and Next Steps
Optimisation
Project: Autumn
2016
Today’s Session

5. The Issues we Needed
to Address

6. # H U E M E A 1 7
The Issues We Needed to Address
• No single source of prospective student data.
• Various enquiry forms in use across GCU website.
• No online application process.
• Unable to track effectiveness of campaigns/events.
• Difficulty targeting specific market segments.
• Limited understanding of full conversion pipeline.
• Engagement history with prospective students held across
various systems.
• All communications manually generated.

7. Why Did We Choose
Hobsons Radius?

8. # H U E M E A 1 7
Why Did We Choose Hobsons Radius?
• Ability to maintain a record of various types of activity through one
interconnected solution.
• Marketing automation functionality.
• Online application form with flexible builder.
• Personalised user interface.
• Event management functionality.
• Dashboard reporting.

9. Implementation Project:
Spring 2015

10. GCU’s Radius Implementation Project took place from December 2014 to April
2015, involving representation from our Admissions, Marketing, Recruitment,
International, IT and Digital Teams.

11. # H U E M E A 1 7
Implementation Project: Spring 2015
• Kicked-off January 2015, shortly after Radius launch
• Scope included:-
– Enquiry Capture including enquiry forms
– Online Application Form
– Automated Conversion Email
Communications
– International Agent Database
– Enquiry and Conversion Reporting
• Go-Live as planned in April 2015 for most
functionality.

12. Implementation Project:
What We Would Do
Differently

13. # H U E M E A 1 7
Implementation Project: What Would We Do Differently
• Stagger our implementation rather than attempt a big-bang
approach.
• Ensure a robust programme/iteration database is set up, to
assist with SIS integration.
• Map out all data points precisely, for all record types within
Radius.
• Clearly define colleague’s reporting requirements.
• Ensure security settings more fully tested prior to Go-Live
for all user levels.

14. # H U E M E A 1 7

15. How are GCU using Radius?

16. # H U E M E A 1 7
How are GCU Using Radius?
• Enquiry Management
• Online Applications
• Event Management
• Conversion Activity
• Contact Centre
• Applicant communications
• International Agent Management

17. # H U E M E A 1 7

18. Coping with Challenges

19. # H U E M E A 1 7
How are GCU Using Radius?
• Lot of data being captured, but difficulties in ensuring that
this is consistent and clean.
• Thousands of communications being sent, but
improvements to be made to follow-up and lead-scoring
processes.
• Limited reporting on full conversion lifecycle being
produced from system.

20. Optimization Project:
Autumn 2016

21. A Hobsons consultant
from the US was on-site
with GCU for a 4 week
period in Autumn 2016 to
help set-up our automated
communications plans,
advise on a data cleanse,
and assist with fixing the
integration with our
Student Information
System.

22. # H U E M E A 1 7
Optimization Project: Autumn 2016
• Data cleanse
• Introduction of additional system fields to support multiple applications
• Automation in enquirer and applicant follow up communications
• International Partner institutional database development
• Security access review
• Data integration sense-check

23. # H U E M E A 1 7

24. Future Developments and
Next Steps

25. # H U E M E A 1 7
Future Developments and Next Steps
• Dashboard reporting.
• Extend number of users.
• Greater utilisation of workflow functionality
• Email Inboxes replacement
• GeckoLabs products.
• Open Days
• Applicant and agent portal development

26. Questions?
gordon.ford@gcu.ac.uk
0141 331 8773