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Enhancing Prospective Student Conversion Activity Utilising the Hobsons Radius Solution

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Gordon Ford
Glasgow Caledonian University
London, UK | February 2017

Published in: Education
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Enhancing Prospective Student Conversion Activity Utilising the Hobsons Radius Solution

  1. 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. 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. 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
  4. 4. 1 2 3 4 5 6 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. 5. The Issues we Needed to Address
  6. 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. 7. Why Did We Choose Hobsons Radius?
  8. 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. 9. Implementation Project: Spring 2015
  10. 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. 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. 12. Implementation Project: What We Would Do Differently
  13. 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. 14. # H U E M E A 1 7
  15. 15. How are GCU using Radius?
  16. 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. 17. # H U E M E A 1 7
  18. 18. Coping with Challenges
  19. 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. 20. Optimization Project: Autumn 2016
  21. 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. 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. 23. # H U E M E A 1 7
  24. 24. Future Developments and Next Steps
  25. 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. 26. Questions? gordon.ford@gcu.ac.uk 0141 331 8773

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