Download as PDF, PPTX
Uploaded byTargetX
4.6 Your Analysis Mr. Data?
This document summarizes a presentation about WCSU's implementation of TargetX for student recruitment and enrollment management. It discusses: 1) WCSU's background and initial business process reengineering in 2013 that led them to adopt Salesforce and TargetX to map their student lifecycle. 2) Key milestones in their phased TargetX implementation from 2013-2017 that included functionality for events, retention, and integrating the common application. 3) How expanding in-state tuition to nearby counties in NY doubled their recruitment area and increased enrollment of students from those counties 255% between 2016-2017. 4) Continued efforts to use data to further expand their recruitment footprint and replicate past successes,
More Related Content
Similar to 4.6 Your Analysis Mr. Data?
4.6 Your Analysis Mr. Data?
- 1. #TargetXSummit Your Analysis Mr.Data? Jeffrey Shpunt and Jay Murray
- 2. Introductions Jay Murray AVP ForEnrollment Services WCSU Jeff Shpunt Manager of Digital Strategy WCSU
- 3. #TargetXSummit Agenda ● Introduction ● AboutWCSU ● Roast Beef ● Daily Report - where we were ● Target X Implementation ● Duplicant Management ● Events ● Smart Travel ● Communication ● Results
- 4. About WCSU Located inDanbury, CT Established in 1903 Public 4-year comprehensive 5082 Undergraduate & 582 Graduate Ancell School of Business Macricostas School of Arts and Science School of Professional Studies School of Visual and Performing Arts
- 5. In The Beginning April2013 - Business Process Re-engineering – Week-long “boot camp” led by CIO – Stakeholders represented all functional areas – Analyze entire lifecycle of our students customers – Addressed “roast beef” items – Developed student lifecycle flowchart
- 6.
- 7.
- 8.
- 9. Key Project Milestones ●Summer 2013 - Joined Salesforce & selected TargetX as our partner ● September 2013 - TargetX kickoff & developed 3-phased implementation ○ October 2013 - Live with Phase I ○ March 2014 - Live with Phase II – Events ○ August 2014 - Live with Phase III – Common Application integration and bidirectional data exchange ● October 2015 - Live with Retention and Student Success Center ● March 2016 - Live with Schools App ● January 2017 - Axiom Elite
- 10. The Challenge Border asa Barrier WCSU sits on CT/NY border No support for out-of-state recruitment Historically low out-of-state enrollment 94% of students from CT Tuition and Fee disparity $10,458 in-state versus $22,878 out of state How to grow enrollment and capitalize on location?
- 11. The Initiative Worked withPresident and CFO Received buy-in and approval from BOR In-State tuition for Lower Hudson Valley *Dutchess, Orange, Putnam, Rockland, Ulster, & Westchester County Exclusivity for two-year pilot (only CSU in system) Doubled our primary recruitment area Approved on September 23, 2016
- 12. Setting Goals Enrolled 65new students from 7-counties in fall 2016 $1,487,070 in gross revenue (65 x $22,878) Assuming 65 with old methods, target 77 additional Need to enroll approximately 142 new students $1,485,036 in gross revenue (142 x $10,458) An ambitious break even goal….
- 13. Fall 2016 versusFall 2017 Seven-County Results
- 14. Enrollment Impact Fall 2016final versus Fall 2017 final Fall 2016 Fall 2017 Increase Percentage Applications 341 912 571 167% Admits 241 646 405 168% Enrolls 67 238 171 255% Yield 27.8% 36.5% *238 enrolled students equals $2,489,004 in revenue versus a goal of $1,485,036
- 15. The New Challenge SevenCounties Initiative a success but …. Overall enrollment still shrinking Initiative did not impact resident number CT populations still limited in size *2017-2018 HS graduation projections CT 36,290 NJ 94,080 NY 178,380 How to grow enrollment and capitalize on location? *2016 WICHE Knocking at the College Door
- 16. The New Initiative Workedwith President and CFO Received buy-in and approval from BOR In-State tuition all of NY and NJ Exclusivity for two-year pilot (only CSU in system) Doubled our primary recruitment area Approved on October 26, 2017
- 17. New Goals Use datato drive decision making Maximize impact of initiative Replicate success of 2017 campaign utilizing CRM Increase enrollment from out-of-state students Continued growth from 7-county region +5% (15 students) Enroll 50 students from rest of NY state Recruit 10 new students from NJ (totally new market) 75 new students above 2017 base of 255 NY/NJ
- 18. Tracking Progress WithDashboards Fall 2018 by Enrolled State New York 2018 New Jersey 2018
- 19. #TargetXSummit Duplicate Management • DemandTools – Dedup Tuesday – “Manual” automation – Job Builder • Classic Salesforce – One-off dedups • Salesforce Lightning – Improved process/interface • Axiom Elite – Implementation phase – Duplicant management at both SIS and CRM level
- 20. #TargetXSummit Events • Featured events –Accepted Students Day – Open House – Orientation • Campus tours – Data-driven decisions! • “Smart” Counselor travel – College fair schedule – High school visits
- 21. Event Results • Campustour visits – 2400 total families – Of those 21% ultimately applied • Open House – 466 families, a 40% increase over previous year – Of those that attended 97 ultimately enrolled • Accepted Student Day – 494 families, a 20% increase over previous year – 394 of the attendees enrolled at WCSU • New Student Orientation – 762 families, a 16% increase over previous year
- 22.
- 23. Communication • Ability toleverage data to build out effective communication plans – Evaluating successes or failures of previous communications – TargetX Insights • Utilizing texting – Primarily centered around deadline reminders and event invitations – Texting parents?!?! • Email lessons learned – University email vs personal email – Parent vs student email
- 24. Enrollment Impact Fall 2017final versus Fall 2018 to date Fall 2017 Fall 2018 Fall 2017 Fall 2018 Percent Percent NY NY NJ NJ NY NJ Applications 1100 1279 47 95 16.3% 102% Accepts 781 1001 27 67 28.1% 148% Enrolled 253 312 2 10 23.3% 400%
- 25.
- 26.